Design, culture and tech’s turn to minimalism


In the mid-20th century, designers turned away from heavy concrete to embrace lighter, more subtle materials. A similar shift is underway in the tech industry right now, as companies are adopting minimalism as a way to overcome the demands posed by small screens and powerful processors.

That’s one observation from Jeff Veen, an [company]Adobe[/company] executive who has worked to elevate design to the forefront of company decision-making, and to treat it as a form of problem solving rather than as a marketing add-on.

Speaking to Om Malik at Gigaom’s Roadmap event in San Francisco Tuesday, Veen explained how he was able to persuade Adobe to turn the corporate website into a product rather just a store. This included introducing a look that draws in customers through a series of tools, instead of just flashing a big “BUY” button all over the site.

Such decisions can be risky for bigger firms where revenue pressures are paramount, and design change…

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