What is it that makes designers able to come up with that ground breaking idea?
Every designer has their own way of getting to that “Big Idea.” The idea that forms the reasoning and motivation for every other detail of a project. It doesn’t matter how big or small the project is, there is always a reason behind the visual design decisions that are made.
As designers, it can sometimes be hard to work outside of our comfort zone. But in reality that is usually where the best work happens, by pushing your own boundaries and comforts to form new inspiration and thus – a new idea. Now let’s be honest, a lot of the time we will have a groundbreaking idea – love it – then hate it the next day and want to start from scratch. This is sometimes the best thing that can happen to us, it gets that idea out of our mind and puts us in a new place to start.
We do what we do because we are able to observe everything, see consumers as actual humans and understand what the target market needs to see to be interested and pulled in. After initial contact is made with the market, we can see the follow through actions and what needs to be in place to keep the interest and attention of individuals. Saying that, we don’t do it alone, we collaborate with each other and other industries to find the information we need to get the job done.
When working with clients, we tend to have a new insight into their business, therefore approaching the problem they have in a different way. Most of the time all designers would have a different approach to that problem based on their backgrounds and past experiences. This is basically where the ideas start coming to us, slowly developing through research, understanding, asking questions, pondering life, more research, sketching, writing, prototyping ideas, more pondering before we can get anywhere near the final outcome in most cases. It is here where everything we know as designers is put to the test to reach an outcome that both the client and the designer are happy with.
After the designer has got the big idea, it is then all about how to present the concept to the client in a way that they can understand the importance of the decisions that have been made and how the concept of the idea will push their business to a new level. This is probably one of the hardest parts about getting an idea to the final output. The client has to be able to see the value in the idea at hand, and by showing them the thought process through the decisions that were being made, you are much more likely to convince them that the idea can improve their business.
The “Big Idea” is what can make or break a project, it is what all the other collateral is relying on to be top quality and have depth and meaning. By explaining the process it took to get there, clients are more likely to understand where you are coming from and jump on your wagon!