Thoughts on Design: Trust Your Designer

DESIGN PHILOSOPHY
Design involves more than just making something look "pretty." It is not simply decoration or an afterthought that’s applied to a website or brochure upon its completion. While some would have you to believe otherwise, design is not mastery of a particular software program or knowledge of the latest technology. Although these things are important, successful design is the culmination of problem-solving, understanding client needs, research, experience, and skill, resulting in the best possible solution. This involves building a solid foundation through visual interpretation. An experienced designer will know how to apply concepts such as shape, size, balance, contrast, texture, repetition, and others to transform information into a well thought out instrument that enhances the client’s message. As designers, our role is to solve the visual questions proposed to us within the constraints of the project. In the case of web design, tools such as a sitemap, homepage checklist, creative brief, and use case help us glean valuable information about functionality, users, client needs, and expectations before anything is created. The same can be said for print design wherein specific processes are followed that guide the project through to the best possible execution of an idea.

The challenge of graphic design is that there are an infinite number of solutions to any particular visual problem. Designers begin by narrowing down this vast sea of ideas through brainstorming, concept sketching, and asking themselves "what if." By generating as many possibilities up front - good or bad - one can start setting aside the good ideas and weeding out the bad ones. The importance of this step in the design process cannot be emphasized enough. The new Windows XP logo for Microsoft is a great example of this kind of thinking. Frog Design created hundreds of concept sketches for the XP identity with detailed descriptions outlining their reasoning behind certain visual choices. While the final logo ended up being very similar in style to the old one, it was necessary for Frog to go through this process to ensure that the final piece was the correct choice. Thorough concept sketches helped them eliminate any second guessing when it came to choosing the final piece. To Frog and Microsoft’s credit, the new logo does give the Windows brand a more approachable, user centered feel via a new color scheme and flowing banner shape.

DESIGN PROCEDURE
Both web and print design typically start of with a statement of work from the client. An initial meeting is set up with the client to discuss goals and what is expected. This can be done via email correspondence, over the phone, or face to face. Once the objective of the job is established, an estimate is written. The estimate includes a summary of the project and a proposed cost breakdown based on the information given to the designer during the meeting. The objective included in any statement of work must be as accurate as possible since the designer is using this information as a basis for his/or her pricing scheme. I like to use one multi-page document for my estimate, agreement, & contract. This all-in-one approach allows for both parties to keep all material together in one place, making it easier when a signature is required. Typically, anything outside the bounds of this agreement is considered an extra charge and must be written up as an Addendum to the project. Things such as revisions are usually included within the agreement. It is important to review this document before you sign it to verify the designer’s interpretation of what you’ve discussed is accurate. Most agreements include two rounds of corrections unless otherwise negotiated between the designer and client. From there, a timeline is established for when the client can expect to see the first round of comps. This is something I typically discuss beforehand during the initial meeting. The actual timeline can vary depending on the workload however, and tighter deadlines within the timeline are often reflected in the price.

TRUST
While I encourage clients taking creative initiative and visualizing a site that suits their personal tastes, I also like to remind them that the best answer may or may not be the one they had in mind. Communication and mutual understanding are key in making projects run smoothly and effectively. When working with a designer, take advantage of the skill and expertise that person has to offer before directing them on how you feel the project should be handled. Many times through the course of brainstorming, designers will come up with an idea that you hadn't thought of that fits your goals perfectly. You first must allow them the opportunity to utilize their expertise. By doing so, not only will you foster trust, you’re also letting the individual know that you value his/her experience and creativity.