How research benefits design
Design is useless if it doesn’t serve its intended purpose: to engage, inform and inspire. The AIGA (American Institute of Graphic Arts) is celebrating 100 years of good design this year, and their website hosts a vast selection of user selected design that does just that. From wayfinding to the @ symbol, the AGIA’s selection is broad and captivating.
However, little merit is given to the work that goes on before design begins. How does something beautiful become useful? What are the processes that exist to aid the designer in engaging the user while retaining aesthetic appeal? Design must fulfill the client’s brief in a style that delivers and to do this it must be built on strong foundations.
We have recently won a project we have been keen to get involved with for a while, and we are not afraid to say it’s because we like to get our geek on.
Far more than donning the obligatory specs (although a good proportion of the team do, including myself) we do the groundwork… delving into industries and organisations, markets and stakeholders in search of the most pertinent and sometimes undiscovered information.
And it’s the finer details that we focus on. To get inside the mind of a company and understand them truly we must first explore their market, their challenges, their objectives, what makes them tick, and ultimately what makes them an attractive investor opportunity.
To give our designs the edge we build on knowledge. Taking a strategic approach, we work as a group, follow leads, share findings and explore new approaches to the usual information. Our not so hidden talent lies in providing insightful, innovative and engaging design, made using informed decisions that are sculpted by research. Our aim is always to produce strategically crafted, insightful design that raises our clients’ profile.