The Process | Fantasy, Truth, Humanity and Simplicity
"Design isn't so much about the end product as it is about the process. Design is harder than individuals think; it requires rigor, courage, and clear objectives. Without a purpose, design is just form.
If you let it, fantasy can offer potent reasons both to design and create. Behind any solid product design, there is fantasy, truth, humanity, and simplicity. Fantasy is the creative vehicle. Truth is the purpose. Humanity is the basic fundamental. Simplicity assures that you don't take the process too far."
- Jonathan Shaun Crutcher
The ethos of Jonathan Shaun emphasizes that design is inherently more about the process of creation than simply the final outcome. It suggests that genuine design work is underpinned by structured intent, focused efforts, and a clear sense of purpose. According to Crutcher, without a guiding rationale, design merely exists as an aesthetic form—visually appealing, perhaps, but without meaningful depth.
He introduces the concept of “fantasy” as a driving force behind authentic product design, implying that imagination provides the conceptual vehicle for innovation and originality. Yet, this creative energy must be tempered by “truth” to ensure that the work addresses real-world needs and resonates on a human level, maintaining its relevance and honesty. “Humanity” represents the universal and fundamental aspect of design—acknowledging that the end-users are people with values, emotions, and a desire for clarity. Finally, “simplicity” serves as a safeguard against overcomplication, preserving the elegance and functionality of the resulting product.
In essence, Shaun's perspective highlights that successful design thrives at the intersection of visionary thinking and practical integrity. It reminds professionals that the most impactful creations emerge from a disciplined process, one that is informed by fantasy, guided by truth, centered on human needs, and polished by simplicity.
