Evaluative Research
Evaluating the subjective benefits of a design as well as more measurable data gives the designer a wider perspective on the design problem, thus informing stronger solutions. Hanington and Martin (2010) recommend that testing should measure performance variables like ergonomics and usability as well as preference measures like aesthetic response and emotional resonance. Evaluative testing ensures that visual elements like colors and fonts not only create a usable experience, but also “express the complex brand traits such as friendliness, reliability, or innovation” (Whitenton, 2018). Although personal tastes are subjective, evaluative research helps confirm that the designer has accurately predicted users’ reactions to the design.
Using an Evaluation Matrix
Evaluating the effectiveness of a design is a tricky science, and some evaluation methods are more useful than others. An Iowa State University study compared the efficacy of structured and non-structured methods for the evaluation of graphic design projects (Yen, 1995). The study found that a structured method using an evaluation matrix provided more actionable insight than an unstructured method like a simple evaluation form. Elmansy (2015) recommends using an evaluation matrix to score a number of criteria for a design, such as an idea’s potential impact and its expected shareholders. This measures levels of success for each criterion, providing deeper insight than pass-fail (yes or no) evaluations.
| 0 | 1 | 2 | 3 | score | |
| Clarity of Message | Message is absent or contradictory. | Message is slightly confusing. | Message is clear but not compelling. | Message is clear and compelling. | |
| Color Choices | Color choices weaken the work. | Color choices are not brand appropriate. | Color choices are brand appropriate. | Color choices enhance the meaning of the work. |
Role of the Modern Designer
In the past, designers were considered technicians hired to create artifacts like posters for events or brochures for products. The modern designer creates ideas and develops novel ways to communicate a message. “Designers are project champions, guiding messages and influencing culture” (O’Grady & O’Grady, 2013, p. 5). More importantly, designers are problem solvers. A designer who can solve a business problem with a creative solution is positioned as more than just a production artist (Rosebrook, 2017). They are a partner in the decision-making process. The integration of design into business strategy has proven financial benefits for companies, making the role of the modern designer more important than ever.
References:
Elmansy, R. (2015, January 8). How to Evaluate Design Ideas. https://www.designorate.com/how-to-evaluate-design-ideas/
Harrington, B. & Martin, B. (2012). Universal Methods of Design. Rockport Publishers. https://learning.oreilly.com/library/view/universal-methods-of/9781592537563/
O’Grady, J. V., & O’Grady, K. V. (2013). Design Currency: Understand, Define, and Promote the Value of your Design Work. New Riders. https://learning.oreilly.com/library/view/design-currency-understand/9780133052862/
Rosebrook, D. (2017) What is Design Strategy? https://read.compassofdesign.com/what-is-design-strategy-497453c9d83a
Whitenton, K. (2018, June 17). How to Test Visual Design. https://www.nngroup.com/articles/testing-visual-design/
Yen, J. (1995). A comparison of structured and non-structured methods for the evaluation of graphic design projects. Retrospective Theses and Dissertations. https://doi.org/10.31274/rtd-180813-9991
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