If there is one thing I have learned as a designer, it’s that intention is everything. Behind every design decision we make should be intention – a solid reason for the choice you made. Intention means purpose. You chose blue – why? Because it conveys a cool, calming feeling and contrasts well with the yellow in the imagery. Oh, ok cool. Your intention is the foundation of the decisions you make and the rationale to back up your decision should someone question you. If you don’t ask yourself what the intention was, someone else will. Or worse, your client with no design knowledge whatsoever, will simply “not like it.”
I’ve learned over my short tenure in the professional world that if I approached my boss with a design and a weak stance, it would be ripped to shreds and pummeled with questions. I’ve learned to be prepared.
I present to him as if he were my client, with a clean, professional presentation sheet for him to peruse over. Throwing .jpgs, .pdfs, and oh yeah, that file over there, at him added to the flurry of information being presented when all I wanted him to focus on was the design. The lesson: keep it clean, keep it simple, be prepared, and always be professional. The real, valuable questions are asked once the distractions are reduced.
In an inc.com interview with Mallika Chopra, founder of intent.com and daughter of a masterful mind-body spiritual healer, she states, “Sometimes it’s really hard for people to state an intent because you have to commit and sometimes people just aren’t ready to do that or they really don’t know what they want.” She goes on to say that people often know what they want in their hearts and heads, but have a hard time articulating it. The same applies to many young designers I know (myself included!) – the underlying purpose is often difficult to wrap a bow around once asked to speak to the design’s intention, but nevertheless, they have a natural tendency to design well. The bridge between young designer to mature designer, or designer to non-designer client, can be crossed once the ability to articulate your intention is mastered. When intention is applied, understood, and accepted, it drives a personal motivation, creating relevance, and giving purpose to your design and overall, increases the chances of it being accepted by your boss or client.
YOUR TWO CENTS:
Did I miss anything in regards to intention and design? Something key you’ve learned? Please share!