企业要走简约之道

    现在，如此之多的产品，比如照相机、电视机和电话，都变成了扁平的黑色长方体。而在我的公司Frog Design，工业设计师们正为创造出简约、典雅且美观的东西而全力以赴。为了给这些长方体灌输个性，这些设计师必须深入挖掘，从细微之处让这些产品具有各不相同的特色。举例来说，我们为音响设备制造商Definitive Technology设计了便携式扬声器Sound Cylinder。它尺寸纤巧，呈独特的圆柱形，而且能作为任何一种平板电脑的支架，从而改变了蓝牙扬声器的典型样式。对我来说，Sound Cylinder（cylinder即柱形——译注）这个简单的名字就说明了一切。

    我所详细介绍的产品和服务都在令人兴奋的新技术、简约的设计、互动和用户体验之间达到了最佳平衡状态。如今的市场充斥着竞相争夺眼球的产品和服务，这一点对希望引起消费者关注的公司来说变得越发重要。要做到这一点，我们永远也不应忘记要用好的形式、功能和外观这些基本元素把伟大的技术包装起来。就是这么简单。

    多琳.洛伦佐（@doreenl）是全球性创新公司Frog Design的总裁，同时在Frog的母公司Aricent Group担任执行副总裁和总经理。她负责Frog的战略并监督着该公司在全球范围的经营活动。14年来，多琳一直在帮助Frog进行转型，让后者从一家传统的专业设计公司成为全球最重要的创新企业之一，而且和许多《财富》500强企业建立了广泛的业务关系。多琳还是2011-2012年世界经济论坛新兴技术全球议程理事会的成员。（财富中文网）

    译者：Charlie

    At my firm, frog, our industrial designers are striving to create beautifully simple, elegant designs at a time when so many devices -- our cameras, televisions and phones -- have shrunken into flat, black lookalike rectangles. To imbue these rectangles with personality, designers must dig deeply to find the small, nuanced elements that will distinguish one from another. For the audio company Definitive Technology, for example, we developed a slim, compact portable speaker called Sound Cylinder whose unique cylindrical form, which acts as an integrated stand for any tablet, shifts the paradigm for Bluetooth speakers. To me, the simple name Sound Cylinder, says it all.

    The products and services that I have detailed hit the sweet spot between exciting new technology and simple design, interaction and user experience. That will become increasingly important to businesses that want to capture consumer attention in a marketplace cluttered with products and services competing for attention. To do that we should never forget to wrap great technology in the basics of good form and function and looks. How simple.

    Doreen Lorenzo (@doreenl) is the president of global innovation firm frog and an executive vice president and general manager of the Aricent Group, frog's parent company. Doreen drives frog's company strategy and oversees its worldwide operations. During her 14 years with the company, she has been instrumental in restructuring the company, taking it from a traditional design boutique to becoming one of the world's foremost global innovation firms, securing broad-based arrangements with an array of Fortune 500 clients. She serves as a member of the World Economic Forum's Global Agenda Council on Emerging Technologies, 2011-2012.