Put your design to work.

“The design is not just what it looks like and feels like. The design is how it works.” — Steve Jobs

First of all, thank you to Steve Jobs for putting into words so perfectly this essential statement.

But really, what makes a design work? This is an imperative question to ask as a designer. And it’s one that I live by. Not only should we “make things look pretty”. It’s our job, as designers, to give function to the form.

Think of it this way. A customer buys a coffee maker because of its beautiful, sleek style. It has a gorgeous crimson red color with a metallic finish. Who could want more? But, the customer goes to turn the coffee maker on and can’t find the button. It’s not in the front, not the back… it’s underneath the coffeemaker! The customer turns the coffeemaker slightly to press the button and the top of the coffeemaker falls off. At this point, the customer has had enough. After unplugging the coffeemaker, the customer heads out the door to pick up a coffee from the local coffee shop. And likely, that beautiful, sleek coffee maker will become no more than a decorative piece in the kitchen.

If it doesn’t work, the customer will not be satisfied (and potentially coffeeless) — no matter how “pretty” it is.

Whether designing for print, web, or products, understanding the why of design is critical when sharing a design proposal with clients. I’ve found that if you’re able to walk a client through “the why” the design proposal is more likely to be approved. It shifts the conversation from opinion to fact.

So like it or not, make sure to take the time to think about why you are taking each decision when designing.