The Way to Design

Good design is as much a study of human psychology as it is a technical skill, writes Insight Creative CEO and strategy director Steven Giannoulis.

Steve Vassallo shares an extract from his book on how to become a designer f ounder

It might surprise you to know that, even though I run a design agency, I loathe the notion of latest design trends. In my view, they promote a distorted view of what effective design is and unnecessarily emphasise the tactical components of design rather than the outcomes they deliver. I am particularly frustrated when (mostly junior) creatives suggest a design that is a blatant homage to the look our industry is currently obsessed with. This leads to lazy, unoriginal, design not driven by the needs of the client or the audience we are trying to engage. I therefore hesitated when asked to write a ‘latest design trends’ article. So often these articles just represent the writer’s opinions and preferences on what is “hot right now.” I just couldn’t bring myself to do this, so if you’re expecting recommendations on a particular shade of beetroot red or a kerning style then this isn’t the article for you.

Good design is as much a study of human psychology as it is a technical skill. For me, design trends represent shifts in consumer preferences and behaviors. They are driven by cultural and social changes, technology, new channels and mediums and changing consumer demographics. So my design trends aren’t the hot new thing but fundamental consumer shifts that inform the way we should be approaching all design communications.