“Trust the process.” You may have heard this phrase countless times already, and though it may be a tired cliche, it still rings true, especially for us designers.
The words “trust” and “process” bear a heavy responsibility for us. To trust means we have to have faith in something if we want it to succeed, while the process means the structure we must follow. Trusting the process means that we have to put confidence in our design strategy and the steps we need to take to bring our ideas to life.
Creating good design is more than just creating art for art’s sake. A lot goes on behind your favorite brands’ logos, package designs, and other collaterals. Design is an iterative process – it’s not just about making things look good. It takes more than just ingenuity. We must look at the factors we must consider, like the people we’re designing for, what this design will do for them, and what problem it’s trying to solve. We are designing with purpose and intention by asking questions, doing research, and talking to and observing users.
Here at Sunday, we believe that everyone deserves good design.
When we’re designing, we need to accomplish something. And we do this by following five principles of good design that guide our process:
- Good design is truthful.
We recognize that we have the power to create something from nothing; having this kind of power means we have to use it responsibly because it can mislead people to do something they’re not supposed to do or believe something they’re not supposed to believe, especially in marketing. By acknowledging the truth, we ensure that we, as designers, don’t fabricate facts, deny evidence, or dismiss reality to serve any convenient claim or sales-motivated agenda. After all, we don’t design to make a product or service look more valuable than it is, but rather, we’re here to present them for the value they bring.
We diligently do internal and external research to embody this principle in our creative process. By holding ourselves from a view of objectivity and user empathy, we ensure that our designs align with the truth, upholding the integrity of our work and fostering trust between the brands we work with and their consumers.
- Good design is mindful.
A good design is mindful of all the details, sensitivities, needs, and the experience of our customers. When we design something, it’s important to anticipate and seamlessly integrate these elements. We must be aware of what we’re doing, how we’re doing it, and who we’re doing it for because if we won’t, then who will? If we are mindful of what we’re designing, we can create solutions that meet the needs of our users.
It’s also important to note that every detail is essential for us because it contributes to the overall experience of the design in our creative process, no matter what we’re trying to accomplish. By being mindful, we consider our impact on people and strive to create experiences that enable users to be mindful of their actions.
- Good design is meaningful.
We believe there’s always a piece of us in our work to give it a soul, but if it becomes too much of us, the design loses its intent, and the meaning becomes about us, not the thing we’re designing for.
Design is, at its core, selfless. It’s a collaborative effort where we use our physical ability to create art and think of effective solutions for complex problems. It’s about understanding the purpose and context of the design and ensuring that it is communicated meaningfully to its intended audience. We strive to remove ourselves from the things we’re designing through what we know and learn from other people because creativity needs the support of knowledge to perform at its best. In this way, we are able to give meaning to our work.
- Good design is impactful.
As much as we like to design things that are visually powerful, we want to make sure that it’s strong in the forms of concept, the idea behind it, and how it will stand the test of time because good design should make a strong and lasting impression. It’s our responsibility not to be blinded by new design trends. Instead, we aim to create designs that will remain relevant and recognizable for years.
Our goal is to strike a balance between creating something engaging and preventing it from trying to convey too much information. We want our designs to be noticed and appreciated for the time, effort, and skill we invest in them without sacrificing clarity and purpose. This way, we create impactful experiences for our audience.
- Good design is simple.
In the world of design, less is often more. When we do too much or overcomplicate things, we risk losing the essence of the message and disconnecting from our intended audience. By keeping designs simple, we ensure that our audience isn’t unnecessarily overwhelmed and distracted from the message that we intend to convey.
This simplicity allows for clear communication and fosters a deeper connection with the audience as they can quickly grasp the intended message. Ultimately, delivering the big idea in the simplest way is the most effective way of good design because it leaves little to interpret and doesn’t need to pretend or overdeliver to get its meaning across.
In essence, good design is more than what we see.
Trusting the process is important because design without purpose is just decoration. And design without strategy is just art. These principles of good design, as we’ve come to understand it, have served as a guiding framework that shaped how we work and communicate our values. So, as we continue to go big and adhere to these principles, we do more than create good design – we create meaningful experiences that leave a lasting impact and resonate with everyone.
