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You do the perfect job. And then the client sees it. The penultimate solution always seems better than the one you end up with.
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You do the perfect job. And then the client sees it. The penultimate solution always seems better than the one you end up with.
My colleague David Lewis and I gave a talk at one of the Information Design Conferences in the early 90s. We likened the information design process to a lens.
Information designers take requirements and constraints that were previously uncoordinated and unrelated, from different parts of an organisation, and focus them in a single design solution that is coherent and usable by customers.
Then, as we consult and amend our perfectly-focused solution, it shifts just slightly out of focus before it’s implemented. The brief changes, or the technology doesn’t quite work. Or the mailing software slaps a massive barcode on our beautiful design. The final solution is never as perfectly focused as the penultimate one.
And finally, there’s the stray photon that arrives from nowhere, completely bypassing our design lens. The marketing director’s twelve-year old son has drawn a great logo (it happened); someone has read that italic is always illegible; someone doesn’t like green.
