Break the rules sometimes!
An interview with our Creative Lead Dilan Perera
Good design combines aesthetics with functionality - often unobtrusive, in the best case permanently appealing, says Dilan Perera, Creative Lead at 3pc. He enjoys tasks where he can use his creativity in a customised way for customers. And he strives to create designs that he will still enjoy looking at every day in years to come.
Dan Rattan: Dilan, welcome! Let us introduce you very briefly: How did you get into graphic design and then to 3pc?
Dilan Perera: I started at 3pc as a graphic designer in 2016: At the final exhibition at the Lette Verein, where I was studying, the commemorative publication I designed, "150 Years of the Lette Verein Berlin", caught the eye of a company boss ... That was Armin, owner of 3pc, who spontaneously offered me a job.
I originally came from a print background, but 3pc's focus on web design meant that I quickly immersed myself in the digital world and gained experience with web projects.
Why do you think good design is important?
Every customer situation is unique, so problem solving is at the centre of our design process. Seemingly small design projects often reveal larger issues: The search for a suitable typeface, for example, can trigger deeper considerations about an organisation's message and accessibility.
We identify such challenges in workshops with our clients. Sometimes the result is that structural changes are necessary to enable new ideas or approaches.
What are frequent demands from clients?
Aspects such as accessibility and readability are becoming increasingly important, especially in the fields of culture, politics and science. There are clear rules and guidelines that must be followed. But where possible, we also want to break design rules ...
Breaking rules? Why do that?
Sticking too rigidly to rules can restrict creativity and detract from the playful, emotional character of design. We seek a balance to tell unique, engaging and accessible stories. We want to inspire people and invite them to come back again and again. It's challenging but also super exciting! And our customers appreciate the depth and breadth of our design processes.
Do customers come to you with fixed ideas?
Some customers come to us with specific questions or problems, but they often don't yet know exactly what they want and need. Then we find out together: We work very closely with our strategy and conception departments in our design process, invite customers to workshops and working meetings and are in constant dialogue with them.
In each case, we adapt flexibly to the respective situation - every customer is unique! I think the key lies in partnership-based communication - that's how we can find solutions together.
At 3pc, we attach great importance to ensuring that our web designs also make life easier for the people who maintain these websites. We make sure to make everyday work easier for everyone involved and to create a balance between appealing front-end design and efficient back-end management.
You have worked on two website projects for Bremen University of Applied Sciences and the Deutsches Museum that have been nominated for the coveted TYPO3 Award ...
We are delighted! - The Deutsches Museum is a huge institution with several locations, and this diversity needed to be presented clearly and concisely. In addition to the design, the focus here was also on user-friendliness: so much information about events, exhibitions and locations - visitors shouldn't feel overwhelmed, but should know exactly where to find which information.
For the Bremen University of Applied Sciences website, the focus was on integrating the new corporate design with different colour schemes, which we adapted and optimised for web use. Thanks to a tool we developed, the website's colour scheme also automatically adapts to the header images - a great relief for the editors.
You're referring to the daily work on websites.
Yes, because at 3pc we attach great importance to ensuring that our web designs also make the lives of the people who maintain these websites easier. We make sure to simplify the day-to-day work for everyone involved and create a balance between appealing front-end design and efficient back-end management.
What do you consider to be an "appealing" or "good" design?
That's a complex question! Good design is present and timeless. In my opinion, it is characterised by the fact that it is not immediately obvious. Design works in the background, it has the task of solving problems and conveying information without placing itself at the centre.
You often only recognise good design on closer inspection - it is subtle but effective and impresses with its functionality and aesthetics, which you learn to appreciate on closer inspection.
That really calls for a dream project where you can realise all these ideas ...
I'm actually living my dream right now with the project for the Berliner Festspiele & Gropius Bau: we're involved in all aspects from start to finish, print and digital, which has always been my heart's desire. It's not just about creating a website, a landing page, a logo design or a brochure, but about the holistic design of the entire project - truly dreamlike.
We started with the corporate design and are now working on various festivals and exhibitions - from key visuals and small flyers to huge XXL picture posters that can be seen in the Berlin skyline. There are also websites and social media campaigns. The idea of developing designs that work across all media has always fascinated me. The whole spectrum of creativity - as a designer, I couldn't wish for anything better.
I personally believe that minimalism will always remain relevant. It can be used to convey clear messages without appearing too cluttered. Precisely because our world currently seems so chaotic and overwhelming, design can offer clarity and focus as an element of calm and order.
You're beaming, your enthusiasm is clear to see! -But no matter how big the project, creativity also needs input. Where do you get your inspiration from?
I love travelling and eating and mainly draw my inspiration from these aspects of my life. Berlin is already a source of inspiration: the many cultures that come together here inspire my creativity. The wide range of customers and projects at 3pc is also inspiring for me.
Do different areas cross-fertilise each other?
Exactly. Things that I learn in a science project, for example, I can then put to good use in a cultural project. I also pick up a lot through contact with customers.
And of course I often visit exhibitions, art projects and the like in Berlin and throughout Europe - I also take a lot of inspiration for my work from there.
Ultimately, it's about stories that we also want to tell with our designs.
Despite the great diversity, there are also always trends, currently from 3D animation to retro. In which direction do you think design will develop in the future?
That's really difficult to predict. While minimalist design was very popular a few years ago, we are now returning to designs from the 1980s and 90s as well as the Y2K style ... Even though we are of course adapting to the current needs and wishes of our customers: I'm not a big fan of these constant changes.
I personally believe that minimalism will always remain relevant. It allows you to convey clear messages without appearing too cluttered. Especially because our world seems so chaotic and overwhelming at the moment. Design as an element of calm and order can provide clarity and focus.
One of Dieter Rahm's famous ten theses is that good design is durable. Sounds like you subscribe to that ...
Yes, timelessness is definitely part of good design! Think about works of art from ancient Egypt that are several thousand years old, they are still impressive. They don't follow a short-lived trend, just like minimalism. For me, these concepts are interlinked and guide my design decisions.
In my work, I strive to create pieces that I would like to have hanging on my wall at home. Would I like to see this design every day? If the answer is yes, then I think it's a good design.
I trust my gut feeling and hope that it will continue to guide me well. For me, a design that remains relevant and appealing over the years is an indicator of quality, of excellence in design. It's about looking beyond the current trend and creating something that has a lasting aesthetic and function.