How Do You Effectively Present Design Concepts to Non-Designers?
To unveil the strategies design professionals employ to communicate their concepts to those outside their field, we begin with insights from a CEO who believes in narrating relatable design stories. Alongside expert perspectives, we also include additional answers that resonate with simplicity and understanding. From the power of storytelling to the clarity of infographics, these strategies are designed to bridge the gap between creators and clients.
- Narrate a Relatable Design Story
- Present With Interactive Prototypes
- Bring Designs to Life with Visual Aids
- Use Simple Language for Clarity
- Employ Analogies to Connect Concepts
- Enhance Understanding with Hands-On Elements
- Summarize Complex Ideas in Everyday Terms
- Illustrate Concepts with Infographics
Narrate a Relatable Design Story
One strategy I use to effectively present design concepts to non-designers is storytelling. By framing the design within a narrative that highlights the problem, the process, and the solution, I make it more relatable and understandable.
For example, in a recent project, I presented a website redesign by first explaining the users' pain points and how our current site was failing to address them. I then walked through the design process, showing sketches and wireframes, and finally unveiled the new design, explaining how each element solves the identified problems. This approach works because it transforms abstract design elements into a cohesive story that non-designers can easily follow and appreciate, making them more invested in and supportive of the final design.
Present With Interactive Prototypes
The best strategy for presenting design concepts to non-designers (or really anyone) is to put the work in the context of a prototype. We use prototypes as the main way to present design work and get high-quality feedback. A prototype provides important context and generates emotion that static design comps or a design presentation can never communicate. Something fully-featured, interactive, and pixel-perfect is ideal, but even a low-fidelity and non-clickable version can align stakeholders on an idea or direction at the earliest stages.
A great book on this is 'Creative Selection' by Ken Kocienda. At Apple, under Steve Jobs, all work was presented via prototype. Ken led the team that brought a keyboard to the iPhone’s touchscreen for the first time. Iterating through dozens of concepts, they proved that the keyboard design that billions of people use multiple times each day was clear and usable for a general audience.
Bring Designs to Life with Visual Aids
I find it effective to use visual aids and prototypes to bring the design concepts to life. By providing tangible examples, non-designers can more easily envision the final product's appearance and function. Incorporating 3-D renderings, sample cabinets, or even interactive digital prototypes helps overcome non-designers' hesitation or skepticism. It allows them to experience the design firsthand and understand the thoughtful decision-making process behind it.
Use Simple Language for Clarity
When presenting design concepts to those not versed in design, it is crucial to remove any jargon or specialized language that could cloud comprehension. Instead, use clear and simple words that communicate the essence of the idea without the need for a design background to understand. The focus should be on the function and benefits of the design rather than the technicalities that went into creating it.
This approach makes it more accessible and allows for a broader audience to grasp the concepts being presented. Encourage your audience to ask questions to further clarify any points that seem complex.
Employ Analogies to Connect Concepts
Finding common ground through the use of analogies can bridge the gap between designers and non-designers. By drawing comparisons to experiences familiar to the audience, one can illuminate how a design operates or what purpose it serves. This technique helps translate abstract design concepts into concrete terms that are more easily digested by those who do not have a background in design.
It turns the foreign into something relatable, thereby fostering better understanding and engagement. Guide your listeners to think of similar analogies and share them for a richer discussion.
Enhance Understanding with Hands-On Elements
Including interactive elements such as prototypes or mock-ups within a presentation can significantly enhance the engagement and understanding of non-designers. When people can physically interact with a design concept, they can better appreciate its functionality and intentions. It turns an abstract concept into a tangible experience, which can be far more informative than words or visuals alone.
This hands-on approach helps demystify the design process and invites the audience to become part of the conversation. Invite your audience to explore these interactive elements after the presentation.
Summarize Complex Ideas in Everyday Terms
In cases where design concepts are inherently complex and layered, providing concise summaries using everyday language can be particularly effective. Each design element can be broken down into its basic functions and explained in terms that are universally understood, avoiding any industry-specific terminology that might confuse the listener.
This method cuts through the potential intimidation of complexity, ensuring that the audience walks away with a clear understanding of the concept. Encourage feedback to make sure no detail is misunderstood or overlooked.
Illustrate Concepts with Infographics
Utilizing infographics to illustrate design concepts can be a powerful tool when conversing with a non-designer audience. Infographics translate data and ideas into a visual format that is often easier to comprehend than verbal or written explanations. They can highlight relationships, show processes, and summarize the design in a digestible format.
This approach capitalizes on the human brain's ability to process visual information swiftly and efficiently. Ask your audience to reflect on the infographics to ensure they capture the essence of your design concepts.