Treatment: Design is a tool. When used properly quality is produced. When used improperly, the opposite happens. Craftsmanship in design can be measured by the user’s experience and the user’s perceived value.

All design should enhance experience and value. This rule can be applied to projects small and large. Be sure it is a goal in your next project.

Related Writing: Keeping Your Audience Interested, Success Depends On Results

I can remember going through design critiques as a student and discussing the class’ work. Initially naive about the process, in those critiques I learned the most fundamental principal of design – the difference between rationale and preference. In a critique it is not enough to “like” something. It is only substantial to say why it is that you like something, and in that process you learn what works about a piece and why. Eventually you learn to put preference aside when designing and work purposely based on reasoning.

The problem with preferences is that everyone has them. When working with others to find design solutions I always find that when preferences of mine or others influence the work, ignoring rationale, the design problem doesn’t get solved. Being able to say this color was used because it evokes this feeling is much more useful than “this color was used because Joe likes pink”. I always encourage designers to put their reasoning before their preferences and recommend that businesses hire designers for their expertise in rationale over “style”.

Related Writing: Efficient Design Decisions Matter