Why Donald Trump’s Make America Great Again hat, was a wildly successful design, despite being reviled by gatekeepers of good-taste design.
The “undesigned” hat represented this everyman sensibility, while Hillary [Clinton]’s high-design branding — which was disciplined, systematic, and well-executed — embodied the establishment narrative that Trump railed against and that Middle America felt had failed them. “The DIY nature of the hat embodies the wares of a ‘self-made man’ and intentionally distances itself from well-established and unassailable high-design brand systems of Hillary and Obama,” Young says. “Tasteful design becomes suspect… The trucker cap is as American as apple pie and baseball.”
This reminds me of the story that the most “tasteful” office spaces are less productive. When given a clean-looking office cubicle, people fill it with garden gnomes.
I don’t agree with the article’s premise that this challenges the idea of design thinking. Surely it means that Hillary Clinton’s designers simply didn’t do a good enough job at it (because nice typefaces ≠ design thinking).
But this does provide a challenge to the received wisdom of what good design is, and whether tasteful design is desirable.