Evoke the past

Several of you are really struggling to create design work that references the past, stylistically. It's quite difficult - and some of you have found it more than a challenge.

Remember, keep it simple. If you want to refer to something, or 'reference' it - try to be inspired, rather than derivative.

You need to create an 'homage' - or 'honour' the past - rather than a pastiche or parody - and try to be honest, rather than copy. A consumer will subconsciously know when something is weak, or you have cheated, visually - or your research is incomplete.

To create strong, intelligent, design - you must reference and research carefully - and look at what you have found as both designer and consumer, talk to other people and ask them what they see. This is why I've always emphasised the  creation of moodboards, and insist on more dialogue.

There is a real weakness in the competition brief output - precisely because of the lack of process.

This is a sample of some work by Simon Walker - simple graphic exercises, but they are evocative, and visually pleasing in the right way. Just enough reference of the past, just enough technique, and plenty of visual space so that a consumer can 'fill in the dots' and complete the design process for themselves, and take ownership of the product.

You want people to develop an instant emotional bond with a product, it's what makes them select it from the shelf and take it to the till - and to do that, you need to really understand the brief - and do your research to a very high level.