Design is a Democracy
January 1, 2010
People have all kinds of preconceived notions about what “design” is. Interestingly enough, a great deal of design is based around understanding people’s preconceptions.
I notice the many faces of design when I flip through the channels on TV and see shows with “design” in the title. My first instinct is that it has to do with my view of design as innovation and organization, but it’s always a show about fashion or decorating. It makes me wonder how varied the responses would be if we did an old fashioned word association, “I say design, you say ______.”
This kind of question is what design, all kinds of design, is all about. Everyone sees through their own eyes, and makes associations based on their own knowledge and experiences. Designers do their best to consider the millions of variables that arise in order to create an end product that accomplishes the project goal.
What some clients don’t realize when they work with a designer for the first time is that the job of the designer is not just to materialize their visions, but to expose the goal behind what the client wants and translate that into something appropriate to the consumer. There are plenty of quickdraw “designers” in the world that work in volume. These designers are an old breed that I would classify under the outdated term, commercial artist. If all you want is to crank out something pretty, these are the designers for you. If you want to seriously consider the goals of your company and the value you bring to your customers, come to a designer like me.
While commercial artists work in quantity, I work in quality. There are so many considerations when it comes to communicating with, and satisfying your customers. The most important considerations are the ones you havn’t considered yet. In our technological society, there are so many easy ways to communicate with customers other than conventional promotion. An organization that is adaptable and willing to adjust to customer needs will rapidly create value and gain momentum. However, you’ll never know what your customer wants if you never ask.
The old business model was to create thousands of one object with one use that had a broad appeal. The Bell Telephone Company made millions producing simple devices that everyone could use. The new business model is to pick up the phone and ask them what they want. Use the computer or visit them face to face; however you choose to communicate, make it a valuable experience for both you and the customer. Everyone loves to express their opinion and they will remember that your company cared to ask.
You can create more brand recognition and loyalty in a 5 minute conversation than you ever will with a poster that’s viewed for 10 seconds. Just remember that it’s not enough to ask, but to seriously consider the input and adjust accordingly.
This is the process of design. Ask questions, get answers, ask more questions, get more answers, act, repeat. The foundation of the process is looking outward for the next step, because it’s the community that will determine if your product is valuable not your marketing manager.
