No idea. You have the right to self-identify however you like.

I may be wrong but you seem to imply that I believe 'normal' is good or somehow more 'right'. Nowhere in the article or this thread did I make that claim :)

Regardless of my definition of the word, I just wanted to share some practical advice about being self-aware and designing with empathy.

You make some really great points, Will.

I'd say that "edge" we talk about is probably always shifting as trends change so it's hard to determine those societal norms we spoke about earlier.

There's definitely a debate to be had on pop culture here, haha :)

Awesome, thanks :)

That's an interesting point, how would you define that demographic? :)

I think we need to look at the scales of relativity here though i.e Just because a demographic can be defined doesn't mean that it's the norm.

Although AA's marketing demographic definitely exists, I don't believe that it's the societal consensus either. Surely, this can be evidence with the fact that AA specifically tries to be 'edgy' in it's aesthetics to appeal to youth?

Oh sweet, would love to see that talk if you've got it hosted somewhere? :)

Everything is a shade of grey, I suppose. I'm probably a hipster too :)

I just think it's important to be self-aware that our niche tastes and opinions aren't always backed up with fact so, as designers, it's helpful to think of new models when designing experiences.

I'd define it as: Someone who's tastes an opinions lie outside general societal consensuses.

Overall, I wanted to get across that awareness of our own bias and opinions can make for better experiences :)

Here's a little something we wrote on the importance of branding.

Hey Christopher,

Thanks for the feedback, I think it's important to make it clear that I'm totally pro-hero imagery however if we're using large imagery as a background then it shouldn't pull attention from the messaging. You're absolutely right though, life is a learning process and we're all players in that so kudos for your constructive comment :)

Thanks for the feedback Surat!, I might just do that ;)