Using Your Brain as a Designer
“I really like it.”
Probably one of the most important things I learned in design school, and subsequently in the working world, is that “liking” a design is not sufficient enough. That’s what separates art and design; art is subjective, design is communicative. It’s also, like Atomicdust Creative Director Mike Spakowski often says, disposable. Design always has new trends and technology always has new devices. The only thing that seems to have any longevity is the content behind them.
It makes sense then to design around the message. After all, the purpose of any design is to remove obstacles and make it easier for people to understand a specific message. I am as guilty as any designer when it comes to getting swept up in the romance of making something look cool, but here are some things that help me keep a focus on the real purpose of what I’m making:
1. Understand What You’re Trying to Say
It’s surprisingly difficult to communicate something, when you don’t know what that something is. It’s your job to be a translator of sorts, explaining broad ideas and feelings in simple visual terms so you should probably know what those broad ideas and feelings are.
2. Focus Group of One
Chances are the people you are talking to are actually people. And what luck, you’re a person too. Test your design on yourself. Would you really read that chunk of text in the corner? Does that button actually make you want to click it? Does this piece of marketing accurately communicate the right message?
3. Be as Genuine as You Can
There’s a lot of marketing in the world and we’re bombarded with it every day. Subsequently we’re starting to automatically rate things as believable or unbelievable and that determines to what we’ll give the time of day. Avoid making outrageous claims, or implying that stock image perfection is exactly what you’re selling. Where does your design piece rank on the believable scale?
4. Now, Make it Cool
You’ve got the basics of the message, it’s a functional piece, and your tone is believable. Here’s your chance to flex (within reason) your design skills. Half the fun of being a designer is creating something that communicates a message and makes people say, “I really like it.”