It is like a pendulum that swings from the old to the new, similar to a war between the urge for the new and exciting, to the old and familiar. The shock zone is the critical area that meets customers’ desires. Raymond is not like typical designers who also understand the psychology of consumers. That explains why people feel excited about surprising new generation of products but know it belongs to specific brand’s design language. People desire a slightly futuristic design but also still like the previous design. It’s like a gradual evolution, not like a total revolution. Raymond believed customers look forward to new things but have fear of anything totally too new. People want radical new things based on the band’s previous products. Raymond Loewy is not only a cool industrial designer in 1950s but also a indecisive person that discovered people like familiar things yet innovative. In his autobiography, he described the design strategy as “Most Advanced Yet Acceptable” which is the most classic design principle for everything today. Over the next 50 years, he designed the exterior graphic on Air Force One, Coke bottles, the Shell Oil logo, and the Greyhound logo. He found his industrial design company in 1929. He is the father of industrial design in the 50s. In 1951, Raymond Loewy (1893–1986) described his design strategy: It is essential to design for future but improve the present product gradually. The core value of the MAYA principle is designing for future and balancing the present design. MAYA (Most Advanced yet Acceptable) Principle Photo by The Roaming Platypus on Unsplash
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