Design For Identity: How to Design Authentically for a Diverse World

by Jessica Bantom

Design is expression, a service, an act of creativity. But if designers design for everyone, how can there be so little diversity in the profession? In this book, Jessica Bantom examines the implications of design in everyday life, from spaces and products to images and the fashion industry. Too often design concepts are based on assumptions and stereotypes that don't necessarily reflect customers' lives and values. Certain company symbols and brands, such as the image of Aunt Jemima, have stirred controversy for years but only recently has there been a corporate social awakening. The demographics of our society are changing and becoming more diverse, yet different perspectives are often ignored unless there's fallout from public backlash.



Bantom explores the concept of human-centered design that taps into an understanding of how people live, what's important to them, and what informs their perspectives and experiences. Engaging directly with customers to identify their challenges and working with them to test ideas and solutions is the foundation of human-centered design. It's vital for businesses to get on board and change outdated mindsets if they want to be successful.



Bantom explains the six habits of culturally competent designers that can make this shift happen, and result in design solutions that resonate with people of diverse backgrounds. She offers a Design for Identity blueprint that honors humanity, celebrates diversity, promotes equity and inclusion, and ensures that the design profession mirrors and keeps up with the realities of our evolving world.

Genres: Design

172 pages, Kindle Edition

Published March 2, 2023

Reviews

[Tara · Rating 5 out of 5]

This book was transformational. It has inspired me to use my leadership position to be an activist for cultural competency. Normalizing this practice will build a culture of inclusivity.

[Ashley Maggiacomo · Rating 5 out of 5]

A much needed book in the design world. As someone who tries very hard to learn, grow, and change their perspective- this book opened my eyes to how I fall short, often. I also had the amazing opportunity to meet the author as part of an Emerging Leader program I am in, and listening to her true passion and warmth as it relates to how everyone has the opportunity to listen, and be better gave optimism to complicated topics. This is a must read for any design professional- you should see all the sticky notes I have tabbing key points!

[K Browne · Rating 4 out of 5]

It takes work to design authentically, and Jessica Bantom presents a pathway to help us reach the goal. Too often designers and leaders focus on the goal as opposed to the people.

Balancing the impact of decisions is imperative for us to work on what is needed to go forward.

Bantom does a great job illustrating how to balance challenging ourselves as designers with meeting the needs of community.

[Lisa · Rating 4 out of 5]

I appreciated the design approach to organizational DEIB efforts. Lots of good common sense that should become the standard. This book can get us there sooner!