You think you’ve got a great design, a great rationale, a great concept, and you’re all good. That client meeting however, turned out to be disappointing. Disappointing because they didn’t see what you see, or think what you think. Disappointing because they chose B instead of A. Disappointing because: They just don’t get it. Designers are vulnerable beings…
Does this feel familiar?
Recently I came across this article: Designing with Vision
Reality is designers do spend a lot of time perfecting pixels. Visually sensitive by nature, a one pixel misalignment can be a sting to a designer’s eye. Because of the amount of time spent on such a task, the conventional view of the role of a designer is to deliver perfect final outcomes. Yet frankly, technology will do it for you automatically in the future. What I believe is: Design is playing games with the human mind. Delivering final outcomes aside, the more important role of a designer is to strategize ways to frame discussions and drive conversations to the important stuff, such as business/product/service vision or objectives, and use those as the criteria to judge your design outcomes.
By connecting your design proposals to top level abstract intentions, it reminds and helps refresh your client’s minds in remembering the reasons WHY they sought a designer in the first place. Humans tend to judge quickly because it is efficient and (we think) it works most of the time. Very naturally, humans make decisions based on gut feeling, give uneducated opinions and make top-of-mind change requests (which is what makes human so interesting and complicated).
You are only vulnerable if you don’t understand human. Design, after all, is a human’s business, so let’s start from how the human mind works.