Author(s): Antonia Higgs
A celebration of the first 25 years of leading design consultancy tangerine—a must-have for anyone interested in the design process or who is thinking about making a career in the industry—with 25 case studies
For the past 25 years, tangerine has been among the world's leading design consultancies. With past directors including Sir Jonathan Ive, who is now Senior VP of Design at Apple, Inc., tangerine has produced some of the most innovative and groundbreaking designs for organizations ranging from British Airways to Samsung. Combining exhaustive research with an ability to foresee the needs and environments in which the products will be used, tangerine focus on key aspects of successful and profitable products, such as accessibility, functionality, ease of use, comfort, and efficiency, all of which are combined into beautiful, sleek, and elegant designs. tangerine's managing director Martin Darbyshire explains how his and his cofounders' personal design beliefs have shaped the company's work, dispelling current design philosophy myths and exploring how design will play a critical component to customer experience in the future. Case studies offer insight into a diverse range of projects—from a comb with a spirit-level for precision haircuts to a survival knife for Wilkinson Sword, mobile phones, train interiors, concept diggers for Hyundai Heavy Industries, flat-screen TVs, and airline seating for British Airways. Fascinating illustrations take readers through various stages of the creative process—from initial concept drawings to early and middle-stage prototypes to the finished item.