One of the first steps for any design project should be identifying with the target audience and spending some time understanding where they are coming from. We all relate to the world by pulling from common references. Understanding others by how they relate to these common references is the success behind great design.
This unspoken language is the basis of powerful communication and, internally, this helps build belief structures within creative teams. All of this helps align ideas and facilitate strong teamwork.
Ok, I know what I want you to feel, so now what?
Remove the layers. Find the simplest expression or thought of what you would like to communicate.
Expression comes in various shapes and forms, but we often get trapped in our own common references of what works. Spending time researching and exploring reveals thought patterns and relationships that make things work better.
Relationships are entertaining. The brain is looking for patterns constantly.
Exploration is the luxury every designer deserves. Spend time researching, and exploring even more.
Consistency is a demonstration of intelligence and consideration. Consideration builds trust.
Add an element of surprise. It’s the unexpected that makes something stand apart and that makes someone remember it.
