Design DNA
Concepts are the DNA of design. Developed concepts, messages, and ideas are meant to drive design. Often, individuals want to add swirls, reflections, gradients, and glow affects simply because they think it looks cool. When designs are driven by aesthetic appeal rather than concept you start to lose coherency and consistency within a brand.
Concept-driven design however focuses on the concept and effectiveness of the execution. There are more objective measures in concept-driven design which helps to create a certain level of consistency. Concept-driven design also forces individuals to think about the quality and validity of concepts. If a concept cannot be executed in a concise and clear method there is a good chance that the concept is not clear and concise.
I can tell a lot about a business’s structure, concepts, and ideas based on their designs. Ultimately the question is does your business have good, unique, and clear concepts? If not the odds are your designs will show this.
