Basics Design: Design Thinking

Value

Value can be thought of in several, quite different, ways. For the owner of a

design studio, for example, value is linked with productivity: the work completed

in a given time.

Within the context of design thinking, however, we are concerned with the value

created by a design for the client. This is more difficult to measure and gauge.

Be it a visual identity, an advertisement, packaging or other job, a design can

make a highly valuable contribution for the client if it resonates well with the

target audience. Design thinking has to focus on producing a design solution

that communicates positively with the target audience rather than merely looking

different aesthetically.

Designs can add value directly by boosting sales, or, conversely, indirectly by

increasing the prestige of a brand or organisation. However, it is difficult to know

the real reasons for success as many other variables are involved. For example,

is it a new magazine advert that increases sales of a product or is it the selection

of the magazines in which it is placed, the frequency with which it is repeated or

the presence of other promotions that may be running in conjunction with the

advertising campaign?

Testing with focus groups can give an indication of how positively the target

group will respond to a design and its perceived value. Surveys can also provide

feedback once a new design has been launched and will provide a learning

opportunity about the value added by design.

Value

Value is a term often used in design.

A designer ‘adds value’ to a brand

through the creation of a visual identity,

for instance, but what exactly does value

mean in the design thinking context?

Design Thinking

Idea generation

Aesthetic

The appreciation of beauty or good taste, particularly in reference to art, design and style.

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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