ABSTRACT
This chapter shows how Rule Developing Experimentation (RDE) helps designers to use a disciplined approach which sifts through possible design features and their combinations and then discovers what works for a food package design and Web site design. The RDE output is a narrower set of design options, comprising the most feasible and acceptable (to consumers) ones, created out of the designer’s talent, but generated by hard data early in the development cycle, in order to be more productive. Timing in the design process is critical. A pattern of productive guidance ought to occur before designers start spending lots of valuable time exploring
options that consumers could have told them “would not fl y” anyway. Productive guidance to artists/designers ensures that they can concentrate on the more profi table direction.
