Good Designers Redesign, Great Designers Realign

Thus, the differences between Redesigners and Realigners might be summarized as follows: The desire to redesign is aesthetic-driven, while the desire to realign is purpose-driven. One approach seeks merely to refresh, the other aims to fully reposition and may or may not include a full refresh. (Note that by “reposition,” I mean strategy and not physical location or dimensions.)

Don’t get me wrong—I too have played the role of typical Redesigner at times. We’re all entitled to throw caution to the wind and redesign as a means of staying on top of one’s game (e.g. redesign contests and portfolio sites). And besides, we can’t bear the full brunt of the blame—we’re creatives first, strategists (and info architects and project managers and coders and everything else under the sun) second. But I worry persistent redesigning with little cause often serves to promote only proprietary creativity, doing much to educate one in the hows of redesigning but little in the whys of realigning.

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