Brands need to apply human-centric design principles to every aspect of their organisation, says PepsiCo's chief design officer Mauro Porcini in this exclusive talk hosted and filmed by Dezeen for the brand.
Moderated by Dezeen's US editor Ben Dreith, the talk was held to commemorate beverage company PepsiCo's new book Good Design Is for Everyone: The First 10 Years of PepsiCo Design + Innovation, which details the story of its brand design over the past decade.
The book was published by Rizzoli and the talk was held at its bookstore in New York City.
The talk was moderated by Dezeen's US editor Ben Dreith
Porcini talked about his experience leading PepsiCo Design, the brand's in-house design arm, since 2012 and how he grew its presence globally. He defined human-centric design as an approach that takes into account connections between people ? both between a company and its users and within a company itself.
When he joined the company, this cultural shift was just beginning to take place, Porcini said.
"I joined the company at a moment of major change, not just of PepsiCo but of society overall," he explained.
"The company was becoming more and more global and there was a drive to design with purpose, creating a real value for people."
Porcini discussed PepsiCo's approach to human-centric design
Porcini said that at the outset of his time at PepsiCo, the industry was largely focused on packaging rather than building meaningful experiences for people.
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