As designers, we tend to get distracted by aesthetics of our creations, and often do not pay enough attention to the other, invisible side of our work. This talk discusses the significance of purpose, substance and context in our design decisions. It argues about the value of storytelling, content strategy and thorough editorial work. It also provides practical examples of and insights into the invisible side of design.

Additional material for this talk:

Thanks to Frank Sippach for recording the videos at beyond tellerrand 2011.

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