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The
Common Misperception of Design When one speaks of design, they normally mean “the way something looks” and, more explicitly, the colors, shapes, ornamentation, and overall “feel” of the piece under consideration. Sound familiar? We believe this is a limited and fundamentally flawed view of design, though it is one shared by many. Design Is Not Beautification Design, by definition, is a plan. As such, it starts with an intention and it employs the elements most likely to bring about success. In this larger and more accurate view, there is no distinction between “design” and “strategy.” The goal of “graphic design” could then be described as “the use of visual stimulus to bring about a desired effect.” And it is here that we distinguish between the common view of design (the beautification of content) and the appropriate and successful use of design (a catalyst for action). The Design Process With the common, limited view, design's intentionality is often overlooked. Two other aspects, “rules” and “creativity”, usually dominate the design process. “Rules” are usually the only things defined in a creative or strategic brief. One such rule might state the need to use pre-defined branding elements, like logos, colors, and fonts. Other rules may be technical in nature, describing the opportunities and restrictions afforded by the project's final format (be it a web site, print ad, packaging, etc.). “Creativity” refers, as you know, to the subjective exploration and realization of ideas, themes, and, in this case, defining visual characteristics of a piece. Together, these two aspects yield a majority of the designs you see around you, and they go far in helping brands succeed. But without keeping the design's goal (the intended audience reaction) in mind, they cannot go all the way. Success Measures Applying rules and creativity to the process of designing a website, for example, might yield a branded website that is compatible with its host's server platform and its user's web browser, and which visually appeals to its intended audience while being easy to navigate. So far, so good. But, while the site pleasingly conforms to the rules, one can't say that the site does what it was DESIGNED TO DO. This is where so many clients find themselves at the end of a lengthy, expensive, and often high-profile endeavor: without any clear measure of success. Neither the rules nor creative exploration speak to business objectives. Only the inclusion of a clearly defined goal at the center of the design process can yield a direction and a design that, say, encourages ten percent of the site's visitors to join a loyalty program during their visit. |
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