What politics and religion does to an everyday discussion, taste does to a discussion about → Design. The word “taste”, just as the word “design” can be used in different contexts: There is taste in the sense of a) personal inclination (“I like blue”, “I like sugar in my coffee”, “I prefer Mozart over Beethoven”), b) natural sensitivity (e.g., how well you can discern colors), or c) trained ability to discern (as in the ability to recognize wine by tasting it). The failure to define and explain which form of taste you are debating leads to passionate fights that designers need to avoid like the devil.
iA creates digital products. We run small design studios in Tokyo, Berlin, and Zurich that serve great clients around the globe. Subscribe to our newsletter to receive brief summaries of our articles and interviews.