In our experience at the HOW Design Live conference, one of the standout themes was the power and responsibility of human-driven ideas in the creative process. While technology plays a major role in design today, it’s our ability to think outside the box that sets truly great work apart.
One of the speakers, Max Ottignon, highlighted that while AI can replicate and repackage what already exists, it’s the human touch that drives originality. We’re the ones bringing fresh, new ideas to the table, and that can’t be replaced by any algorithm. He reminded us that our process should start with ideas, not aesthetics. In other words, it’s the concept behind the design—not just the visuals—that really matters.
The Power of Iteration
A recurring message at the conference was the importance of embracing iteration. As designers, we can sometimes feel pressure to get everything right on the first try, but that’s not where the magic happens. If everyone loved every first draft, how boring would our work be? It’s through revision and refinement that ideas truly come to life.
Pum Lefebure gave an incredible example of this with her work for the Hong Kong Ballet. Rather than relying on traditional ballet marketing aesthetics, she found inspiration in the culture and architecture of Hong Kong to create a campaign that was both unexpected and visually stunning. It’s this approach—blending ideas with context—that can turn a good design into a great one.
Breaking the Rules
One of my favorite takeaways? The rules aren’t the rules. Too often, we fall into patterns and guidelines that feel safe. But creative breakthroughs happen when we break free from those constraints. When we focus on ideas instead of aesthetics, we’re able to create designs that truly resonate with the audience.
Bringing together diverse minds who share a vision is key to this process. The more perspectives we include, the more we challenge those ingrained “rules” in our brains and create something fresh. This is the human touch that will never be replaced by AI.
Putting It All Together
The value of design isn’t in perfect visuals—it’s in the ideas that drive the creative process. Whether it’s iterating through drafts or drawing inspiration from unexpected places, the human mind is what fuels innovation. At Posture, we’re constantly pushing ourselves to embrace this approach, and it’s what leads to creative work that not only looks great but truly connects with people.
