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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
Jonathan Ive
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Jonathan Ive
Age: 57
Born: 1967
Born: February 27
Designer
Industrial Designer
London
England
Jony Ive
Sir Jonathan Paul Ive
Jonathan Paul Ive
Jony iPod
Seems
Solution
Hard
Inevitable
Solutions
Obvious
Completely
Seem
Natural
Making
More quotes by Jonathan Ive
Different and new is relatively easy. Doing something thats genuinely better is very hard.
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The nature of having ideas and creativity is incredibly inspiring.
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There's no learning without trying lots of ideas and failing lots of times.
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Its difficult to do something radically new, unless you are at the heart of a company.
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There are 9 rejected ideas for every idea that works.
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What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
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Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.
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If something is not good enough, stop doing it.
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It's very easy to make something that is new. So we are trying to make things that are better.
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It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.
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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
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So much of what we try to do is get to a point where the solution seems inevitable: you know, you think of course it's that way, why would it be any other way? It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
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The most important thing is that you actually care, that you do something to the very best of your ability
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As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
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It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
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I think there is a profound and enduring beauty in simplicity in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
Jonathan Ive
