If we create something with purpose, we’ve designed it. It’s not an accident. An axe handle is designed, and so is a symphony.
Some things, though are designy. The designer’s fingerprints are all over it. The typefaces, knurled edges, needless heat sinks and homage to Dieter Rams are there for anyone who cares to look. Why use a word when a vague picture or two is available?
Occasionally (but not always), items are well-designed. Ironically, this happens when we stop noticing the design and simply use it. Software or cookware, menus or conferences–they are well designed when they accomplish their purpose and create the outcomes we were hoping for.
The best way a client can tell if a design is coherent is for the designer to announce who it’s for, what it’s for and what the constraints are.
The question is: How will we know if it is a successful design? An honest answer to all three questions will almost aways fix the design long before it ships.
“I created this to win an award,” or “I did it this way to get buzz online which will spread the word,” are both honest answers, though they might not be why we hired you.
Once we know who and what it’s for, we can give you useful feedback and work together on our shared goals.
