A concept is an assumption of how things should work. An assumption is because not all inputs are known. The more inputs there are, the less variation there is on what color the buttons should be, whether the primary device will be a tablet, whether you should send to register first rather than login, and so on.
Paragraph 6 of the Designer’s Code says:
Design is a solution from the beginning to the end. This solution is based on an infinite number of inputs. As the inputs increase, there are fewer maneuvers in colors, placement of elements, stylistics, and so on. In the end, the designer comes to the only right solution. Variations in solutions — the lack of inputs.
But there is no such thing as everything is known in advance. That’s why there is a need for several concepts. You are often asked to provide three design concepts, right?
Let’s try to break down an example
The task came to design the interface of the authorization form. But at the time of setting the task and according to the results of the research is not yet known the following:
- Whether there will be mobile users or only tablets
- Whether a dark theme is needed
- through social networks.
Let’s assume these three points are known:
- There will be 97.3% desktop users
- Only need a dark theme because of the conditions of use of the interface (users sit in the dark)
- Not allowed to use social networks
So we do only for large screens with mostly mouse input device, in a dark theme and without authorization via social networks.
The lack of these inputs could be the basis for several design concepts:
- If the users’ primary device is not known, it is worth preparing either an adaptive interface or a desktop-only interface that will still work from mobiles.
- If it is not known whether you need a dark theme, you can prepare two options: dark and light.
- If you don’t know about social networks, you can prepare two variants: with authorization through social networks or without. Or even only through social networks.
Any lack of inputs can and should be taken as a basis for the design concept. This is called a conscious concept.
The next time a client comes in asking you to design three concepts, try to identify the missing inputs that can form the basis of the differences between the concepts. Several differences can be grouped under one concept. For example, something in the dark theme is for tablets and something in the light theme is adaptive.
When there are almost enough introductions
There are also situations when almost all the introductions are in place. For example, the brandbook is in place, the design system is ready, the interface is only for the web. In this case, the differences may only be enough for two concepts.
I am Sasha Tikhonov, co-founder and art director at Flyphant.
We are Flyphant. Mobile applications and web development, graphic design, motion graphics — this is all that we are not only able of but also love doing.
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