The Tribune

Most people do not really think about design and designers, let alone think of themselves as designers. But can teachers, students and business people learn from designers and their way of thinking?

Can medical doctors, scientists, researchers, engineers and specialists in technical fields benefit in any way by learning how a graphic designer interacts or thinks?

Is there something designers, either through their training or experience, know that others do not? Well, let us find out. Below are a few tips that I have learned over the years from designers that might answer this question.

Adopt the beginner’s mindset. As the saying goes: “In the expert’s mind, there are few possibilities, but for one with the beginner’s mind, the world is wide open.” Designers understand the need to take risks, especially during early explorations of the problem.

They are not afraid to break with convention. Good designers are open minded and comfortable with ambiguity early on in the process. This is how discoveries are made.

Think communication not decoration. Design, or even graphic design, is not about beautification. Design is not just aesthetics, even though aesthetics are important. More than anything, design is about solving problems or making the current situation a little better than before. It is not art, though there is art in design.

Embrace constraints: Constraints and limitations are wonderful allies, and lead to enhanced creativity and ingenious solutions. In the words of T.S. Elliot: “There’s no point complaining about constraints such as time, money, tools, etc. Your problem is what it is. How can you solve it given the resources and time that you have?”

Practice restraint: Anyone can be complicated and add more, but it takes discipline of mind - and strength of will - to make the hard choices about what to include and what to exclude. The genius is often in what you omit or leave on the editing room floor.

Check your ego at the door: It is not about you; it is about them (your audience, customer, patient, student etc.) Look at the problem from their viewpoint. This is not easy, but get in touch with your empathetic side. Empathy, an undervalued ‘soft skill’, can be a great differentiator and is key for truly understanding a problem.

Focus on the experience of the design: It is not the thing; it is the experience of the thing. How do people interact with your solution?

Remember that much of design has an emotional component. Sometimes this is the largest component (though users may be unaware of this). Do not neglect the emotional aspect of your solutions.

Become a master storyteller: It is not only the design solution that is important, but the story of it. What is the meaning of the solution?

Practice illustrating the significance of solutions both verbally and visually. Start with the details and remember the key concept, then illuminate more of the detail.

Obsess about ideas not tools: Though most tools are ephemeral, some of your best tools are a simple pencil and sketch pad. These are often the most useful, especially in the early stages of thinking, because they are the most direct.

Sharpen your vision and curiosity, and learn from the lessons around you: Good designers are skilled at noticing and observing. They are able to see both the big picture and the details of the world around them.

However, humans are natural pattern seekers. Be mindful of this skill in yourself and in others. Design is a ‘whole brain’ process. You are creative, practical, rational, analytic, empathetic and passionate. Foster these aptitudes.

Clarify your intention: Design is about choices, process and intentions; it is not accidental. The end user will usually not notice ‘the design of it’. It may seem like it just works, but let us assume they think about it at all. The ease-of-use (or ease-of-understanding) is not by accident; it is a result of careful choices and decisions.

Learn all the ‘rules’, and know when and why to break them: Over the centuries, those who came before have established useful and necessary guidelines. These are often called rules or laws, and it is important to know them. Unlike other kinds of laws, it may be acceptable to break them at times, but know why.

This is not an exhaustive list, as there are many other principles, but these tips may get the mind churning for the time being. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game.

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained graphic designer/marketing co-ordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.