The origins of good work

Notes on the design process

Often, when appraising my own work, I think about the different dimensions of design, and how the success (or failure) of a project often hinges upon these recurring variables. They are simple.

Ideation

First, and most importantly, there is ideation, the formation of a strong idea or concept. This is the meta dimension of design; the idea that drives the project. No design is special without a particularly strong idea behind it. The concept can be simple, but it must be potent.

Because design is an arms race (or a battle against time), this phase is sometimes overlooked. The designer wants to get a jump on the project. They saw a shiny object and thought, “I want that.” A great creative director will ground the designer and demand an idea that will shape the project.

Execution

Second, there is the execution. This variable often depends upon the designers level of experience. Design is a trade, and as a designer grows, their execution invariably becomes stronger. Often, when working with younger designers, I see great ideas, but they have trouble executing them. Not to worry, finesse, though hard-fought, comes with time.

When designers don’t have time, execution suffers. Details are missed. Refinements are overlooked. No piece of work is truly great unless you tighten the screws and finish the execution.

Presentation

Third, there is presentation. Ultimately, all designers are presenters. Design is, after all, about the art of presentation. Yet, we are often surprisingly bad at presenting our work. Great designers know that packaging and presenting work thoughtfully means the difference between a comfortable client or a confused clients.

Confusion kills great work. Confusion ends good client relationships.

Presentation isn’t only about a thoughtful PDF. Oddly enough, it’s the most human part of the process, the piece that depends heavily upon empathy. Have you heard the client? Have their expectations been addressed? Are they with you on the journey? If the answer is no, you might experience turbulence.

As you work on a project, you should ask yourself the following questions:

1. Do I have a smart idea that’s driving my design decisions?
2. Is there enough time to explore and master the execution of my idea?
3. Have I dedicated time to thoughtfully presenting my work, taking my client into account?