????現在，如此之多的產品，比如照相機、電視機和電話，都變成了扁平的黑色長方體。而在我的公司Frog Design，工業設計師們正為創造出簡約、典雅且美觀的東西而全力以赴。為了給這些長方體灌輸個性，這些設計師必須深入挖掘，從細微之處讓這些產品具有各不相同的特色。舉例來說，我們為音響設備制造商Definitive Technology設計了便攜式揚聲器Sound Cylinder。它尺寸纖巧，呈獨特的圓柱形，而且能作為任何一種平板電腦的支架，從而改變了藍牙揚聲器的典型樣式。對我來說，Sound Cylinder（cylinder即柱形——譯注）這個簡單的名字就說明了一切。

????我所詳細介紹的產品和服務都在令人興奮的新技術、簡約的設計、互動和用戶體驗之間達到了最佳平衡狀態。如今的市場充斥著競相爭奪眼球的產品和服務，這一點對希望引起消費者關注的公司來說變得越發重要。要做到這一點，我們永遠也不應忘記要用好的形式、功能和外觀這些基本元素把偉大的技術包裝起來。就是這么簡單。

????多琳.洛倫佐（@doreenl）是全球性創新公司Frog Design的總裁，同時在Frog的母公司Aricent Group擔任執行副總裁和總經理。她負責Frog的戰略并監督著該公司在全球范圍的經營活動。14年來，多琳一直在幫助Frog進行轉型，讓后者從一家傳統的專業設計公司成為全球最重要的創新企業之一，而且和許多《財富》500強企業建立了廣泛的業務關系。多琳還是2011-2012年世界經濟論壇新興技術全球議程理事會的成員。（財富中文網）

????譯者：Charlie

????At my firm, frog, our industrial designers are striving to create beautifully simple, elegant designs at a time when so many devices -- our cameras, televisions and phones -- have shrunken into flat, black lookalike rectangles. To imbue these rectangles with personality, designers must dig deeply to find the small, nuanced elements that will distinguish one from another. For the audio company Definitive Technology, for example, we developed a slim, compact portable speaker called Sound Cylinder whose unique cylindrical form, which acts as an integrated stand for any tablet, shifts the paradigm for Bluetooth speakers. To me, the simple name Sound Cylinder, says it all.

????The products and services that I have detailed hit the sweet spot between exciting new technology and simple design, interaction and user experience. That will become increasingly important to businesses that want to capture consumer attention in a marketplace cluttered with products and services competing for attention. To do that we should never forget to wrap great technology in the basics of good form and function and looks. How simple.

????Doreen Lorenzo (@doreenl) is the president of global innovation firm frog and an executive vice president and general manager of the Aricent Group, frog's parent company. Doreen drives frog's company strategy and oversees its worldwide operations. During her 14 years with the company, she has been instrumental in restructuring the company, taking it from a traditional design boutique to becoming one of the world's foremost global innovation firms, securing broad-based arrangements with an array of Fortune 500 clients. She serves as a member of the World Economic Forum's Global Agenda Council on Emerging Technologies, 2011-2012.