Design is like Science. Not because of process or the mentality of the designer being akin to that mad scientist, obsessed with his work, but because it is a linear practice.

In Science, there is an accepted truth. Then one day, someone will come along and disprove that accepted truth. Suddenly, everything that came before was wrong, and irrelevant. But his realisation would not have occurred without that long road, paved brick by brick, by previous scientists.

Design is similar. One day you’ll wake up and try something new and then suddenly everything you’ve done before is irrelevant. But your own revelations would not have occurred if it wasn’t for the constant practice and observation of other design. Industry-wide, this also takes place. Think of those projects that change the collective thinking. They change the game and become I new accepted truth. Here are a few examples off the top of my head:

Saks Fifth Avenue packaging by Pentagram

Jaffa Cakes packaging by Williams Murray Hamm

Grey Goose Vodka bottle (not sure who designed this)

And the typography of David Carson, in general.

What other examples can you think of for design that “disproves” everything that came before? What changed the game and became the new accepted truth?

// a tale of brands & branding, design, design: packaging, the industry, typography
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