Managing the Design Process-Concept Development

Chapter 7Aesthetic Considerations

Aesthetics in Design

When many people think of design, what they are actually conjuring up in their minds is something much more analogous to “style”—the look of the thing, not its rationale or technical configuration. Clients react to the design in either a positive or negative way. Designers need to explain design in terms of how a particular arrangement of graphic elements works together to communicate something to an audience that will help the client solve their problem or reach their goal. They need to present the work in terms of aesthetics, not just mere appearance. These two terms are not exactly synonymous. ...