What is good design?

For the purposes of this article, I will limit my observations, to the 'graphic' design medium, encompassing promotional design, corporate identity, website design and those design disciplines loosely described as commercial art.

Good design is difficult to define because it is invariably a combination of many, varied qualities and our perception of what good design is changes over time, with fashion and technology. The functional aspects of design - how it works, what it sets out to achieve and if/how it achieves those objectives are all better defined as functions of successful design, rather than good design. Is successful design the same as good design? I like to think it is.

Any design, no matter what its application, can't be successful (or good) unless there is some practical use for it. Design without practical function occupies a space associated with creative expression and indulgence or fine art. Good design tends to successfully address (or resolve) an underlying communication issue or a problem.

In order to deliver good design, the designer must understand the underlying communication problem of his/her client. A communication problem can be something as all-encompassing as a business corporate identity/brand or as focused as a perceived need to promote awareness of a particular product in a defined market. In either case, the designer needs to understand the strengths and weaknesses of the product or business. He or she needs to get under its skin to grasp its dimensions and peculiarities.

The designer will also need to consider the target audience for any creative effort. The mindset of the viewer is of paramount importance and this insight may be provided by a client directly, or sought using proprietary research agencies. Focus groups and market research, for example can provide invaluable information about the target audience, allowing the designer to tailor his or her implicit and explicit creative messages.

Armed with a thorough understanding of the client's communication problem, indepth knowledge of his or her product, service and business, along with detailed knowledge of the target audience's needs, wants and proclivities, the designer is well equipped to design and deliver a creative solution.

It sounds very simple and sometime it can be, but simple things are often overlooked. A non-creative person has the ability to define and understand a communication problem, garner information about a target market and propose relevant, logical communication solutions. The big difference a designer can make is the clever slant on that creative message. The inspired visualisation of a basic marketing message or the clever, unexpected concept can turn the prosaic into poetry.