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Make It NewThe History of Silicon Valley Design$
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Barry M. Katz

Print publication date: 2015

Print ISBN-13: 9780262029636

Published to MIT Press Scholarship Online: May 2016

DOI: 10.7551/mitpress/9780262029636.001.0001

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The Genealogy of Design

The Genealogy of Design

(p.83) 4 The Genealogy of Design
Make It New

Barry M. Katz

The MIT Press

During the 1980s and ’90s consultancies including IDEO, frogdesign, and Lunar Design grew rapidly and had begun to turn the San Francisco Bay Area from a negligible presence in the design world into its global epicenter. Nourished by contracts from newly-established tech companies they extended their reach, formalized their methodologies, and ventured into a growing number of industries and disciplines. “Game Design” grew out of the anarchic culture of Atari; “Multimedia Design” took shape at Apple; and “Interaction Design” emerged out of the forced cohabitation of software engineers, computer scientists, graphic artists, and a growing coterie of people trained in the cognitive and behavioral sciences. This chapter examines the specific nature of design practice as it evolved to meet the challenges not just of new products, but whole new product categories.

Keywords:   IDEO, frogdesign, Lunar Design, Atari (and Atari Research Labs), Apple (Multimedia Lab), Xerox PARC

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