Design should always be intentional. Always. There should always be a rationale behind the placement, the color, the size, the contrast, the typography, and the relationship with other design elements. Design should serve a purpose. Design should drive action to a certain goal.
There is great value in intentional design… it serves a specific purpose. However, on the other hand, “design by committee” produces mediocre and ineffective designs. The vision and agenda for each person involved in the decision process is different. When there is an attempt to satisfy each of these visions, it produces an average end result and rarely is effective.
Additionally, requests for design changes are likely based upon tastes rather than originating from a strategic process.
So, what if you work at a company where “design by committee” is just a fact of life? Use these tips while working with your design or web development firm:
- Try to minimize the number of people that need to “sign off” on the design or have input in design direction.
- Have a clear and concise vision for the project on which the entire group can agree.
- When reviewing the design, try to identify the intent behind each of the change requests. For example, if the logo need to be bigger, why does it need to be bigger? What is the purpose behind making it bigger? Many times, communicating the identified purpose to your designer will help more than simply listing change requests without context. Your designer may have a better solution for the issue you identify.
- Be open to suggestions. Designers design with intent. There is probably a reason why that grey bar is light grey instead or dark brown. Find a designer that will communicate these reasons to you if needed.