#3: A/B Design Manifesto (Dunne & Raby, 2013)
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#3: A/B Design Manifesto (Dunne & Raby, 2013)
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Today’s exhibit is the "A/B Design Manifesto" by Dunne & Raby.
This diagram was created by Anthony Dunne and Fiona Raby, a design duo who pioneered the concept of Speculative Design.
In this simple list, they characterized conventional, commercial design as "A"
and contrasted it with their alternative vision for the field as "B."
Personally, I am absolutely in love with this diagram.
The reason is simple: it boldly proposed an entirely new role for design.
Before this manifesto, a designer’s job was primarily to make products look beautiful, drive sales, or resolve minor daily inconveniences.
However, this diagram completely reshaped those traditional definitions and opened up a whole new horizon for what design could be.
Today, I’d like to highlight two of the most critical points from this contrast.