For many years in the design industry, designers deliver multiple concepts to clients for them to choose from. Once in a while, we get clients who ask us to give them 2 or 3 studies so they could see which of the options they'd feel most excited about. Although this is industry practice, we at Huddle Design Studio , prefer to practice the One Concept method.
What is the one concept approach?
Basically, it's presenting once solid concept instead of giving two or three design studies to clients. We've been practicing this for years and have produced better strategic design output coming out of the practice. Here's why:
1. The client's personal preference is naturally bound to come into play but we design to attract the business' target customers, not the owners.
As owners of the company or organization, it's only natural to have ownership and attachment to the brand that clients would organically gravitate towards what they prefer. While this isn't wrong per se, clients preferences aren't necessarily the preference of the market or customers they want to attract.
The one concept approach allows my clients the opportunity to give feedback for refinement rather than making them the art director, for which we are contracted to provide. As professional designers, we provide solutions given the client's needs and goals.
2. The one concept approach ensures that the presented design concept isn't a hodgepodge of elements from different studies.
Many times when presented with options, clients would like little elements from each design concept in front of them. They automatically request to have these elements fused together to get their desired one concept. Although we do have the capacity to make a study combining most of these requests, this approach is not strategic.
We make sure that the concept and study we
provide are in line with our clients' goals and follow best practice in design. We also know what works for the target audience.
3. We streamline the process by providing only one solid concept.
Presenting one solid concept allows us, as designers, to dedicate the appropriate amount of detail and thoughtfulness in one exceptional concept that speaks to the target audience and represents the brand well. We focus on quality rather than quantity. We absolutely understand that the design process can stir up new insights or perspectives on the direction. And we are happy to continue to collaborate with clients to nail the final design!
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