Design Is Not Decoration. It's Decision-Making Made Visible.
A manifesto for designers who are tired of being treated like decorators.
Design
Philosophy
Creative Direction
Written by
Mark Andrew Palmer
Creative Director & Brand Architect
Share
Table of Contents
I've been in rooms where the CEO points at a mockup and says, "Can we make it pop more?" I've been in rooms where the marketing director asks for "something like Apple but more fun." I've been in rooms where design is treated as the last step, the pretty wrapper you put on decisions that were already made.
Every one of those rooms was wrong.
Design Is Strategy Made Visible
Design Is Not Decoration. It's Decision-Making Made Visible.
When a designer chooses a typeface, they're making a strategic decision about how the brand will be perceived. When they choose a color, they're deciding what emotion the audience will feel. When they decide what to leave out, they're making the most important strategic decision of all.
“Design is not decoration. It's decision-making made visible.”
The Hierarchy of Design Decisions
What to say (strategy)
What not to say (editing)
How to say it (voice)
How it looks (visual design)
How it feels (experience design)
How it moves (interaction design)
Notice that "how it looks" is fourth on the list. Not first. Most companies start there and wonder why their brand feels hollow.
If you want decoration, hire a decorator. If you want design, hire someone who will argue with you about what matters.
Topics
Design
Philosophy
Creative Direction
Share
About the Author
Mark Andrew Palmer
Mark Palmer is a creative director, brand architect, and digital advertising expert based in Louisville, Kentucky, with offices in Cincinnati and Nashville, serving clients worldwide. He is the founder of Omythic, Agency AEO, Makespace, Web Wishery, A Life Well Lit, and several other active ventures. He has been making brands, companies, and waves since 2006. This is his digital home base.