“Observation” - Key to Good Design
How do you better solve problems? answer - after observing. Whether it be a situation, real events, people’s reactions and interactions - this is when a designer can properly interpret ‘what is going on and why’ - visually.
Remember when you were taught to make 2 circles with your fingers and place them over your eyes. Well, this was the beginning of learning to be good ‘voyeurs’ (the French meaning, one who sees).
Roger Dooley, a contributor at FORBES wrote in an article Sept./2021 that Joe Navarro an FBI agent said, “You can't possibly innovate if you're not a good observer.
In this very competitive world of brand design, designers need to be ‘keen observers’. Design relies on the interplay between observation and thinking. It’s important to really think about what you can do to become a better watcher. Although it seems obvious how to do it, when I look around at rote design solutions today - it is not.
In the article written by Nishma Pandit (07/30/23) I think her suggestions might be helpful in learning this important technique. She references the ‘toolboxes’ of each designers, as they bring their own unique perspectives to solving problems.
• Observation of behaviors is the beginning and noting of every detail matters.
• Listening is another important skill to utilize. Again, like observation it is in the ‘inferences’ of the way you hear a vocalized reaction which may stir new thought patterns for the designer and their insights.
• Contextual thinking is another competency requiring a broad perspective (history, markets, trends, etc.) adding to the above components discussed above.
Doing the research first, here is a good example of contextual thinking, demonstrated in the logic and final version of the rebranding design for Dunkin’ Donuts.
Dunkin’ Donuts relied on its donuts for decades for its brand identity, but recently they noticed their consumer preferences shifting. Taking note that their audience was younger and more health-conscious, Dunkin’ dropped “Donuts” from its name and visual identity to bring attention to its menu - their expansion into more than just donuts but also the ability to see the ingredients, allergens and nutritional content. In 2019 Dunkin’ was simplified and therefore modernized, for the more health-conscious audience. It was a success for all the reasons above.
Designers need to reframe the problem. The real challenge is to identify the right problem to solve. By reevaluating the situation, designers can break free from established patterns and discover novel design directions as they reach their decisive solution.
And finally - feedback - both during the design process from fellow creatives, as well as (if the possibility allows), feedback from the potential audience before the design has been finalized and is placed on the market.
These are simply opportunities to inspire new ways to see and to check yourself and your assumptions, in contrast to others. Remember, branding absolutely requires broad perspectives. Stop, look and listen!