what does a design concept mean to a given application

EVER WONDER WHY CLIENTS SEEM TO PICK YOUR Least FAVORITE Pattern SOLUTION? It might be how yous're presenting your design concepts that is causing the problem.

As designers, nosotros understand about motivating people through communication. Notwithstanding, sometimes we forget when it comes to our own work. Not bad blueprint poorly presented tin can kill an idea. To avoid this pitfall, designers must consider the psychology behind their client'southward determination making. When presenting ideas, designers usually accept a solution they favor. Most designers can also tell you lot that their favorite thought usually does non go chosen. Sometimes it is overlooked because of legitimate concerns from the client, but more than likely it's considering of the way yous presented it to the client.

Here are v rules to utilize when presenting design concepts one. Never Show a Bad Idea
The first and almost important rule is that you should never show work that you would not want to exist associated with. The phenomena of the customer choosing the least favorite pattern is more fable, so don't put yourself in a position where you have to carry out a blueprint arroyo that is sub par. Author, educator and designer Ellen Shapiro'due south advice: "Never, always, show something you don't want the client to cull. If in doubt, take it out."

2. The Rule of Three
If you are a pattern legend, you lot tin can come to a meeting and present a single concept (instead of a group of them, like the residual of us). Most of usa don't have that luxury, nor do our clients await it. The rule of three is the most tried and truthful method for presenting ideas. Creating three options ways added work every bit the designer is required to produce ideas that may not reflect their ideal solution, but it mitigates the possibility of bastardizing the preferred pattern later in the procedure, as the designer has command of the compromises they are willing to make. Normally the client will choose somewhere in the middle.

•  Client's pick: This is a solid design, that's not boring, merely doesn't claiming the client as well much. This more often than not falls into the category of "what the client asked for."
• Designer'south selection: This is the design that the designer thinks is the best solution. This is mostly a highly creative solution that squarely balances business and audition needs.
• "Wow" blueprint: This option pulls out the stops, pushes boundaries and challenges the client to retrieve beyond the norm. This pick probably won't get chosen but it gives y'all room to aggrandize the conversation about what is possible.

3. Nowadays in Context
Scott Immature of Perception Research Services suggests that designers practise a disservice to themselves and their clients by presenting multiple design comps all at in one case. The trouble with this approach is that it turns the presentation into a "dazzler contest" that pits design aesthetic confronting pattern aesthetic, as opposed to staying focused on design strategy. A meliorate approach is to show piece of work in relation to competitors, thereby switching the chat from "which concept looks best," to "which concept provides us a competitive advantage." Immature likewise suggests that it's better to avoid conversations nearly the pattern aesthetic and rather focus on the brand and its pregnant in a holistic manner.

4. Proper noun the Concept
Rob Swan, senior vice president and executive creative director at BrandImage, has a firm rule in his studio: Every concept that is presented to a customer has a name. "If you can't proper name a concept, then at that place is no idea there," explains Swan. "If yous can't name the driving concept behind the pattern, then it's just pure aesthetics." The name provides a articulate line of sight from what you are seeing in the blueprint all the fashion back to the strategy.

5. Focus On the Trouble, Not the Artful
The commencement footstep in presenting is to show the client that you lot understand the problem that the design is intended to solve. By reviewing the criteria for success that was established at the beginning of the projection, you align the client'due south thinking, so that you share a mutual mind-set. Equally you show the work, focus on merely a few key ideas that back up the success criteria. Do non dwell on blueprint elements, similar typography or other blueprint specifics, unless the client asks. What the client more likely wants to know is how the design meets his need. Discussing blueprint is a trap that many designers autumn into. They believe the client is as interested in the layout grid and typography every bit they are. Discussing such things invites the client to fine art direct the projection, which is never desirable.

six. Present in Person
"I e'er present in person," says designer, educator and author Petrula Vrontikis. "I hate to nowadays in PDF form. Information technology is the weakest way to put your work out into the earth. Y'all accept no control over the fashion the client looks at the PDF and handles the PDF. It is completely out of your control. They show information technology to a agglomeration of people who haven't been involved and get scattered opinions." Vrontikis presents comps and discusses them with the client, but usually takes the comps with her when she leaves the meeting. Her rationale for doing and so is non i of distrust of her customer, but that the purpose of the coming together is to review the comps in a professional atmosphere, where she can be present to reply questions.

Be a Presentation Pro
Presenting concepts is a combination of strategy and theater. The power to present ideas clearly to the client is often the departure between success and failure, so information technology's worth planning and rehearsing. Winging it or taking the presentation casually leaves you vulnerable to the client'south whims. Presenting your work in a professional person manner with set standards and protocols establishes you equally an practiced and say-so. Regardless of how skillful the design solution is, it must be communicated in such a way that the client has a rationale for liking it.

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For more than advice on how to brand your design process more strategic, check out
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