As much as design is at the service of society, it must also start with society itself.

Insight, I believe, is an essential ability for designers, and one that we as ‘service providers’ should be concerned with. After reading about it, it seems to me that design insight can be categorized into three sensory systems: visual, olfactory and auditory.

The first is visual, which is the ability to observe social phenomena and details of life to determine the origin of a design theme we are constructing and why. This can be a very common thing, but it just requires us to find the focus. After really making careful observations will add a strong and powerful support to our design so that it is based on a very clear perception.

Then comes smell, which is similar to vision in that smell also requires observation, but at the same time smell also requires a more solid professional basis, i.e. bringing a professional eye to prediction. To smell the business prospects, to determine the right target group for now and even for the future. It also needs to smell the flaws of the current design structure in order to reconstruct the original perception.

The last point is listening, and listening is well understood – listening. Listening to the feedback of the consumer, and perhaps some hidden needs of the consumer in this feedback.

These seemingly small actions can lead to more than a little design optimization if they are properly manipulated and utilized. It will also make the design more convincing and more relevant to society.

Reference lists：

https://www.boardofinnovation.com/blog/customer-insights/

https://thrivethinking.com/2016/03/28/what-is-insight-definition/