The problem with ‘good’ design
How the word has lost its meaning in contemporary design culture.
We all like to sit on our ‘good design’ high horse. Post design porn to Dribbble or Behance of versions that never launched or logos that were never picked. Cards with pastel gradient backgrounds and enough negative space to choke a horse. Sit back and let the likes pour in and feed that ego (I talk shit… but I do this all the time #brandbuilding). But what makes any of this work good?
I guess this my design version of J.K. Simmons’ “good job” scene from Whiplash:
Don’t get me wrong. Good design exists and it’s still out there. Those timeless pieces and products that don’t date themselves while consistently working well. An Eames chair or a Rand logo for example.
There’s a confusion of sorts in the assertion of what art and design is. I thoroughly believe that art and design are entirely different. In certain occasions, design can be art, but design is a tool of communication that exists within societal (mainly business) constructs, while art lives outside providing commentary and a perspective of said society.
We fall into a trap that confuses the aesthetics of art with the function of design… so when we see something aesthetically pleasing we say “that’s good design.”
But is it good because it’s pretty? Is it good because it renders well? Does it work? Does it solve a problem or is it lipstick on a pig? If the UX is well planned out but the product isn’t useful… is it good?
It’s not good if it’s just pretty, it’s good if it achieves its goal
I highly doubt the contemporary usage of the term will change anytime soon, but as designers, we need to be aware of communicating pretty versus good. We must strive to see past the pretty and see the effective.
Think about Craigslist. Not the prettiest site in the world (it has improved over the years), but it’s effective and easy to use, which makes it actually good! Now contrast that with the recent LinkedIn UI update… which applies some modern design patterns (cards, animations, etc.) to a legacy system, but didn’t add any improvements or focus on making the UI more useful or usable. Redesign for redesign’s sake… decoration.
I fell into this trap early in my career, decorating versus designing. I used to get cold sweats with my first few gigs/clients worrying if my deliverables were ‘designed enough’ to warrant my pay.
Once I got some time under my belt, and stuck to applying my knowledge of solid design principles, I simply focused on the higher-level project goals and business needs instead of granular aesthetics. Solve problems, don’t just push paint around. Design with purpose. Have multiple options to test actual goals, not just have a couple of loosely compiled variations to look at.
What’s better than good?
Okay, so how do we look at design outside of the classic binary of good/bad? I like to think at a high level along these lines:
Useful + Usable > Pretty
Failure > Untested Guess/Assumption
Done > Perfect
Together these elements always lead me to the conclusion that success is better than a general ‘good.’ We need to communicate that contemporary design isn’t set in stone. It’s so easy to iterate, change and test. Never be afraid to test an assumption. It’s better than betting on a long-term guess.
Above all else — Get it out! If you’re not shipping you’re just practicing. Live testing always gets the most effective feedback. The design process isn’t finished until you roll your work out.
Take pride in improving business metrics, solving communication problems, and making things easier for the user. Improving the conversion rates or click-throughs should be much more respected than making something your mom can hang on the fridge… well, unless that’s the goal of your project.
No one wants to be a bad designer
People don’t get into design to suck intentionally, they can end up that way without exposure. Focus on education, involvement, and exploration of the design community. Know the rules first, then learn how to break them. Keep an eye on trends and be able to evolve if need be. Share till you find your sweet spot. Don’t get stuck designing in a vacuum.
Define yourself past good
You’re more than a good/bad design toggle. The role of the designer has already taken on a ‘lesser’ connotation as a low-level service position in the business world, don’t compound it with a lackluster description like ‘good.’
Be an effective design communicator. A conversion or onboarding specialist. Refine enterprise-grade products. Be a dynamic business contributor. Promote yourself as a visual problem solver. You create products with value. You bring value to companies by saving time and money while creating quality projects. Don’t let anyone forget it!
That’s what’s better than good. Useful, usable, and successful. Don’t get caught generalizing with a blanket ‘good’ anymore.
