This clip features Apple’s senior designer Sir Jonathan Ive discussing design tactics on long-running kids TV show Blue Peter – a show that he used to watch when he was younger!
In this short clip, you can see just how enthusiastic Ive is about it all as he dives into the Blue Peter competition to design a lunchbox, a pencil case and a school bag all in one. As the presenter tells him about the competition, he immediately advises that they should be careful about their choice of words because certain words can encourage narrow idea trails.
My favorite part is listening to him tell the presenter how much he enjoyed the show as a kid and how clearly he remembers it, citing a washing up liquid bottle paint brush holder that he remembers being shown how to make – maybe that is where his love of design all began!!