Craig Mounsey is the CEO of CMD, an Australian industrial design company which has won a design award at AIDA.
Mounsey has over 25 years of experience in the design industry and believes that every good design has a story starting with the individual.
Architecture & Design spoke to him about the impact of culture on product design, why design needs balance, as well as Australia’s cultural impact on design.
What do you define as a well-designed product?
By definition, a well-designed product is a balance between inclusion and exclusion. It's inclusive in that it addresses the needs of many. It's exclusive in that users develop a very personal and emotional relationship with the product. The act of successful design, rather than the outcome, is the struggle to balance seemingly mutually exclusive objectives. Design is beauty in balance.
Do you think your definition of good design is a universal one?
A universal definition of good design is a slippery beast. Ultimately, any interpretation relies on personal perspectives. The danger with a common definition is that you become abstract in an attempt to appeal to everyone. My definition is an observed hypothesis. In my experience, balance is the critical aspect of successful design. It doesn't matter whether you are designing a toothbrush, a motorbike or building.
Do you think the perception of a well-designed product can change over time?
Fashion and longevity are further examples of balancing objectives. Well-designed products are like fixed moments in time. Ideas, of course, are constantly changing. However, a product can come to define a moment or idea that is emotionally compelling. These products pass into legend and become classics. To achieve longevity, a well-designed product must transcend its functionality and become an icon of an idea or emotion.
Think about your favourite classic car. Your choice is more about an emotive longing for the idea the car represents rather than the functional operation it fulfilled. The same is true for architecture.
How does culture impact on product design?
The impact of culture is huge. It becomes woven into the fabric of design. Think about Harley Davidson motorbikes. Do they sell two-wheeled transportation products? Or do they sell a culture? Or both? And which came first: the product or the culture? In the end, cultures are driven by people. We like to belong to tribes that share and reinforce our values. Correspondingly, people will use and love products that align with these tribal values.
How does Australian culture impact on product design?
Australia is a very strong society. We are practical and admire strength and honesty, but at the same time aspire to look after those who are less privileged. Our culture is unique but hard to define. We are increasingly seen by international manufacturers as a barometer of the world and used as a testbed for product launches and new design ideas.
What is your favourite product and why?
A selfish answer to this question is my vintage XJS Jag. I'm not sure what that says about me. It's sort of like a rough diamond – it takes a lot of work to keep going but somehow it's worth it.
A socially responsible answer to this would be the cochlear implant. It's a very human story and the look on a child's face when they hear for the first time touches you deeply.
What is one product you wish had never been invented?
Land mines. They are the antithesis of the human spirit.
