Basics Design: Design Thinking

Inclusion

Design Thinking

Idea generation

Inclusion

Throughout the design process it is

important to remember who the target

audience is and to consider how design

ideas might resonate with this audience.

Design must be focused on who it is

communicating to and not just the tastes

of the designers who create it.

In order to judge how a target group will respond to a design, it is desirable to solicit

the opinions of members of that group where possible and include them in the

ideate process.

A designer wants to create work that inspires and engages, but ultimately it has

to give the viewer a feeling of inclusivity; design is about establishing emotional

connections rather than the positioning of type and images.

Inclusion means soliciting the ideas, opinions and views of the target group.

Including people from the target group in the design process – perhaps as a focus

group – makes them part of the process and gives the group an element of

ownership of the ideas generated. This contribution helps ensure an idea resonates

with the group, aiding acceptance, and reducing the possibility of arrogance errors

by the design team, who may think they know what is best for the target group.

Somerset House (facing page)

Pictured are spreads from a series of books following workshops at the learning

centre of Somerset House in London, featuring photography by Xavier Young.

The children participating in the workshop were asked to respond to pictures

in the gallery: some of the children, for example, were asked to paint a self-

portrait in the style of Van Gogh. The book includes the children’s drawings

and juxtaposes them against the artworks; the three participant schools and

children involved are acknowledged on the credits page.

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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