think first, design later

At the end of every design process there is a human-type creature, who clicks on your client's website, or opens your client's packaging, or files their business card, and experiences your design. So how do we ensure that this experience is the one we want them to have?

Time and time again I hear designers discussing what their client wants out of their brief, almost as if it is their client who is the end user of their design. I'm all for ensuring my clients are happy, but I also know that they are not the end user of my designs!! They're kind of like a middle man, they connect you to their users, and because of their position within the design chain, they also have the power to completely change the direction of a project! This is not anything to be concerned about, providing you keep focused on who you are really designing for!! But how do you maintain your focus?

I like to create a response brief and refer to it throughout the design and development phases. This response brief takes on board the info provided by the client's brief and expands upon it to ensure that we have a complete understanding of the desired outcomes, for the client, their brand, their marketplace and their users. Without taking all these variables into account we are not doing our job properly! It's what I like to call the pre-design phase. The most crucial aspect of pre-design is interpretation and communication. A successful end design hinges upon getting this response right, and this high level strategic thinking is what separates good designers from mac monkeys!!

Next time you start a new project, aim to allocate some time in your budget to undertake a pre-design process. It will prevent you from becoming a mac-monkey which not only ensures a solid outcome for your client, but it can also help to focus your thinking as you create your concept designs. Happy thinking!!