Design goes far beyond aesthetics: it is primarily function —that is, the solution to a problem. And that’s exactly where the importance of the concept in design lies. The idea is that he understands the objective and translates it into value for the customer.

A design without a concept can lose its main purpose and end up without function. In this way, even if it is beautiful, it won’t even serve as a piece of art: as the function of art is expression, if design doesn’t express anything, it isn’t even art.

Therefore, it is essential that the designer understand the importance of creating a concept for the design. To better understand this premise, continue reading this post!

Why does design need to start from a concept?

Design, more than representing an aesthetic, must be functional. Before creating a piece —which can be graphic, a product, a service, an environment, or a process— it is necessary to understand what it should serve.

If it’s a logo or catalog, what does it need to communicate? If it’s a product, service, or process, what problem will it solve? It is only from the answers to these questions that it is possible to create a concept and know which way to go.

How important is the concept in design success?

The concept is part of the planning of the play. Therefore, in practice, it is what guarantees the success of the design of products, services, brands and environments. This is because it is the concept that points out the direction to be followed so that the project’s objectives are achieved.

How does the concept affect customer perception?

A logo alone can be abstract and little, but communication (images, colors, shapes, typography, text calls and others) should help tell the brand’s story. For this to occur, it is necessary that all elements follow the same concept.

Furthermore, when it is built well before the development of the visual identity, it presents the role of the company it represents in all elements. With this, it transmits the brand’s message and its positioning much more quickly.

A good example is the Fedex logo: it shows the order directed by the arrow hidden between the letters E and X. Another interesting logo is Amazon’s: a small yellow arrow—”resembling a smile”—connects the letters A and Z to show the diversity of products offered by the company.

This means that the design conceived from a concept offers much more value to the customer, as it makes the perception of the company’s product usefulness much more intuitive. Therefore, always keep in mind that, for a design project to achieve the expected result, it is necessary to start with the concept.

Was the importance of the concept in design clear? So, leave your comment and let us know how this can affect your company’s communication choices, or take the opportunity to express your doubts about the subject.