A guide for quantifying good design.
How do we agree that a design 'works'
when both parties speak a different language?
Too much focus on the 'what' and not the 'why'.
We need strategy and rationale.
What questions can we ask to remove personal preference?
How do we critique an approach?
Is there a good reason for it?
Design is there to represent the company, not the industry.
Focus on what is important to the company.
Ask what the point of the element is;
if it doesn't fulfil an objective it doesn't work.
Don't ask these questions after the fact.
It's not something to just put on a business card.
Read more about RELEVANCE.
Is it saying the right thing?
Everything we say or show has an implied meaning.
Don't leave it to the viewer to decide what that is.
Using template layouts and logos is like wearing
someone else's face; it says nothing about you.
Plus, it looks unfitting.
Treat information like a game level; what's the degree of
experience for the player? Explain accordingly.
Read more about INFORMATIVE.
Can it cope with change?
What happens if you add more products/services?
Remove the ego to allow for modification.
What are the essential elements that make your brand
recognisable?. What happens if you take one away?
Colour is not your only affordance of change.
Read more about TRACTABLE.
Is it any different from the rest?
A lack of imagination is not proof that we have.
There will always be the new, embrace it.
Looking the same will only serve to have you
forgotten. Live your differences, not your similarities.
Different is great, so long as there's a reason for it.
Read more about UNIQUE.
Does it look captivating?
Great design hooks you effortlessly, design that is
'attention grabbing' only irritates people.
Design with depth is far more intriguing.
There is nothing interesting about plain visuals.
There's a fight between simple and chaotic – pick a side.
Read more about ALLURING.
Will it be remembered?
Show a real love for what you do?
Do people know what you hope to achieve?
Does it look as if you're here to stay?
Marketing agencies want you to keep coming back.
You'll get something that lasts only so long.
Be bold, take risks, challenge convention.
No one remembers the copy-cats.
Read more about LASTING.