FIVE FOUNDATIONS
OF DESIGN SUCCESS

NO.1

Creativity

In order to progress we must experiment. Tight deadlines and budgets make it easy to overlook this stage of the design process. Creativity leads to innovations offering new possibilities, such as a more intuitive experience or a unique style, giving your design a competitive edge.

NO.2

User Centric

Design should make something easier to understand, easier to use; it should emphasise the function of the piece. It is often said that good design is invisible, as it is less likely your audience will reward you for a well functioning design, but will criticise the frustrations of a bad one.

NO.3

Aesthetic

Poorly functioning design will frustrate a user but they may not even get that far if a piece looks undesirable. People make huge assumptions based on how good something looks. This is the first hurdle in any visual communication, give them some eye candy.


NO.4

Thorough

Taking great care in every stage of the design process is to have full respect of the piece and the end user. Nothing should be left to chance, the aim should be perfection. Small inaccuracies may escape unnoticed in small doses, but as a whole, their feeling will be felt.

NO.5

Lasting

Design well first time, with an eye on the future. Don’t base designs on trends or rush to get something out. This may get short term results but will quickly look dated or could be bettered by a competitor. Try to ensure longevity by designing for purpose so you’re not constantly reinventing your brand/design.