How many times have I heard someone say this…

Hey, you’re a designer aren’t you? Can you make this look pretty?

By reducing design down to “making something look pretty” removes the purpose of design.

Design is more than just making something look visually appealing.

Design is about crafting an appropriate and effective solution to a specified design problem.

By taking time to understand a client’s organisation and strategic business objectives, the design can then support and strengthen their brand by communicating a strong clear message to the target audience.

Far too often the design process is rushed into, with the aim of making the finished product look visually appealing. Without basing design decisions on clearly formulated business objectives the finished product will be developed purely around looks, which are completely subjective. For example due to potentially conflicting personal tastes, the target audience may grossly dislike a pattern or colour which the designer or the client think is extremely attractive. If the design has been based around nothing more than aesthetics – then the project has probably failed to engage a portion of the specified audience. If the project has been effectively designed to communicate relevant information in a priority order of importance, then the choice of visual style becomes less significant if the fundamental goals of the project have been achieved – e.g. to educate the audience on a particular subject.

Design is more that just orchestrating the look and feel of a project. It is more than just careful composition and an eye for pixel level detail.

Design is about crafting an appropriate and effective solution to a specified design problem.

If you would like me to work with you on designing appropriate media solutions for your business then please get in touch