In today's episode, we're diving deep into the topic of what makes good design - how to recognise it, how to create it, and how to find the best designer for your business. As designers, Alan and I have seen it all, from stunning, award-winning work to designs that completely miss the mark. Our goal today is to share our insights and experience to help both designers and business owners understand the key elements of effective, results-driven design.

We'll be covering a lot of ground, from the differences between art and design to the specific design principles and techniques that separate the good from the great. I'll share some of the methods my team and I use to stay on top of the latest trends and draw inspiration from unexpected places. And we'll discuss the importance of clear communication between designers and clients to ensure everyone is on the same page about the goals and purpose of a design project.

Most importantly, we want to empower business owners to be discerning consumers of design services. I'll offer tips on what to look for in a designer's portfolio and how to identify the right fit for your needs. Because at the end of the day, great design isn't just about aesthetics - it's a strategic tool that can make or break your marketing efforts.

So buckle up, listeners, because Alan and I are about to take you on a design journey filled with insights, examples, and practical advice that you can apply to your own business.

• Pricing for loyal customers, design vs. artwork distinction, and the importance of hiring skilled talent
• Design success through market testing, clear messaging, and balancing aesthetics with functionality for better conversion results
• Simplicity and customer experience in design, using Apple as a prime example‍
• Clear purpose, simplicity, consistent branding, and staying current with trends to ensure cohesive and effective designs
• Design inspiration and trends using a monthly folder system
• The importance of a clear message and gathering diverse reference materials to enhance design effectiveness

What Makes Good Design (And How to Find the Designer to Create It)

As a designer, I've had the privilege of working with all kinds of clients - from scrappy startups to established enterprises. And one thing I've learned is that the definition of "good design" can vary widely depending on who you ask.

Some clients are laser-focused on aesthetics, wanting something that looks cutting-edge and visually stunning. Others are more concerned with functionality and conversion rates. And then there are those who simply want something that aligns with their brand identity and feels cohesive.

The truth is, that good design is a balance of all those elements. It needs to be visually appealing, strategically sound, and true to the brand. But achieving that balance isn't always easy, especially for business owners who don't have a design background.

That's why my design partner Alan and I are passionate about unpacking this topic on our podcast, The Real Magic. In our latest episode, we dove deep into the key characteristics of effective design, as well as how clients can identify the right designer for their needs.

Here are some of the top insights we shared:

Design vs. Art: Understanding the Difference

‍One of the first things we tackled was the distinction between design and art. While the two disciplines can certainly overlap, there's a fundamental difference in their intent and approach.

Art is often a purely creative expression, driven by the artist's personal vision and emotions. Design, on the other hand, is inherently more commercial and strategic. Designers create with a specific purpose in mind - whether that's selling a product, promoting a brand, or driving a particular user behaviour.

This doesn't mean design can't be beautiful or emotive. In fact, the most effective designs often have an artistic quality to them. But the key differentiator is that design is always working towards a measurable goal, while art is more open-ended.

As Alan pointed out, this is an important distinction for business owners to understand when seeking design services. Just because someone is a talented artist doesn't necessarily mean they have the skills and mindset to create a design that delivers real results.

The Elements of Effective Design

‍So what exactly makes a design "good" from a business perspective? According to Alan and I, there are a few non-negotiable elements:

1. A Clear, Single Message: Effective design has a laser-focused purpose, conveyed through a clear, singular message. Clients often make the mistake of trying to cram too much information into a single piece, which ends up diluting the impact. As designers, we push back on this and help clients identify their top priority.

2. Strategic Functionality: Good design isn't just about looks - it needs to serve a practical purpose. For a website, that might mean intuitive navigation and a smooth user experience. For packaging, it could be eye-catching imagery that drives sales. The design should be strategically engineered to achieve the desired outcome.

3. Consistency with Brand Identity: Designs should feel cohesive with the client's existing brand, reinforcing their identity and building recognition. This doesn't mean designs have to be cookie-cutter - there's plenty of room for creativity. But there should be a clear through-line that ties everything together.

4. Simplicity and Elegance: Some of the most powerful designs are the most pared-down. Clients often equate "good design" with complexity, when in reality, the best work is often characterized by clean lines, limited color palettes, and plenty of white space. Simplicity allows the core message to shine.

Finding the Right Designer for the Job

‍Of course, actually creating designs that hit all those marks is easier said than done. And that's where the challenge comes in for business owners - how do you identify the right designer for your needs?

Alan and I stressed the importance of looking beyond just a designer's visual style and portfolio. Sure, aesthetics are important. But you also need to assess their strategic thinking, their communication skills, and their ability to truly understand your business goals.

One technique we recommended is using a detailed design brief questionnaire. This allows you to get granular about your objectives, your target audience, and the specific problems you're trying to solve. It also helps the designer gain a deeper understanding of your brand and what success looks like.

Additionally, pay close attention to a designer's process. Do they ask thoughtful questions and push back when something doesn't seem quite right? Or do they simply take your instructions at face value? The best designers will act as true partners, offering creative input and solutions you may not have considered.