Are you design savvy?

A couple issues back of our studios’s e-zine “Studio Buzz” we talked about the importance of design. We also stated that since customers/clients so often make buying decisions based on emotions, successful organizations recognize that their human assets need to be design savvy. It is no longer function over form but it is now form over function. So how do you become design savvy? First of all, remember that design is about usefulness and affect not about contemplation and what you like. Design needs to communicate a message or concept.

Design savvy needs to start with the designer. As designers, often the people who make the final approval of our design(s) are not visually trained. They operate in the world of budgets and market share increase. Words and logical thought are their tools. They really cannot tell if a design is good or not. They then often revert to what they like. They need and often time want to be convinced.

Designers must be able to and prepared to sell their design with words. As designers we must assure our clients that the design has merit and supports their marketing strategy – the perfect solution to their problem.

So what does this have to do with becoming design savvy? First when reviewing designs, try to separate what may work with what you like. There is no room for egos when it comes to being design savvy. Second, make your designer present as part of the design review the following three things:
• What objectives they were attempting to address
• What assumptions they used in their design
• Verbally explain how the design achieves the objectives within the assumption set

And designers remember one thing: ultimately your job exists only to help your clients achieve their objectives and they nearly always have the last word.