iterate faster and find better design solutions
deep decorum
With the help of data analysis and machine learning, design becomes accessible and more comprehensible. Research and design processes can be accelerated. Charts also create an alignment for teams and stakeholders within the design process.
map out your solution space
data science helps to define and visualize a solution space
1. choose the domain of your product or service
2. identify quality marker and constraints
3. map out pitch areas and sweetspots
the concept of decorum
“decorum” is a ancient communication principle which describes the appropriateness of a message for its intended purpose and context
explanation
Given the example, Peak-B and Peak-C might be a well established design stereotype or cliché. Out of fear of missing the right tone with the audience, these stereotypes are not challenged.
But by analyzing the whole solution space we may find an even better fitting global maximum: Peak-A.
example: University Branding
The data is based on an analysis of the world‘s top 1000 universities (via QS World University Ranking, 2019). For this purpose, logos were visually analyzed with regard to the signets used (word mark, seal, coat of arms, etc.) as well as other attributes.
The graphs use conventional representation of statistics (PCA, UMAP, MDS).
1. Business Understanding
The first step is to clarify the goal and the desired result. This also includes values, target groups and stakeholders.
- Goal: What is to be achieved?
- What are your values: why – what – how?
- Understanding users and requirements: Design Research
- Stakeholder Research
Result
- Mission Statement
2. Definition
Based on the target group and the industry environment, a competitor analysis is carried out. From the problem definition, goals for communication are formulated and visual arguments are derived.
Market research – initial overview
Result
- Problem statement
- Competition narrowed down
- Communication goal defined
- Visual argument (how the statement should be communicated)
3. Empirical exploration
What follows is a detailed analysis of the competition and the current market environment. In our example, the logos of the universities were first analyzed. It was collected whether they contain word marks, seals, coats of arms, etc. and what visual features they have (font, elements, characteristics).
Identify clusters and patterns (focus on USA and Europe)
interactive charts (Hover)
Competitor analysis
detailed insights into clusters
Check communication goals with cluster findings
Visual Mapping (selection seals / coat of arms)
for legal reasons the logos are blurred here
Providing a sense of design space
(each point is expandable via mousehover)
Find your positioning
Discover the sweetspot
Result
- visualization of the Solution Space as charts
- interactive graphs, with hover information
- understand current trends
- find positioning and (new) niche
Benefit
- faster and more comprehensive competitor analysis
- visual insight at the push of a button
- precisely targeted starting points for positioning
- faster development of mood boards
4. Prototype & Draft
The communication goals and findings from the visual analysis serve as constraints (conditions) for the design. Visual exploration helps to avoid misunderstandings and inappropriate approaches from the beginning.
Result
- target–oriented designs
- clear design solution
Benefit
- faster development
- designs with higher accuracy
5. Test & Feedback
In the following step, the drafts are discussed with users from the target group and stakeholders. Misunderstandings or “wrong readings“ should thus be further excluded. For universities in particular, it is important that the appearance can create identification.
Result
- valid feedback
- possible and early points of criticism
challenges of design
Design must convey content in the right way. The choice of visual expression is constantly influenced by cultural, social and technological change ❶. At the same time, design must meet the values and expectations of the target group, which are also changing ❷.
The visual argument must therefore be right from two sides – it must be currently coherent – and it must be perceived as accurate by the target group.
why is decorum important?
importance of decorum
- decorum is about creating appropriate, fitting, and effective communication
- making sure your message is interresting for your audience
- building trust and credibility with our audience
missing decorum
- incorrect language or a misplaced style can turn people off
- if you don’t fit the concept of “decorum”, you may be ignored by your audience
- your brand may be seen as unprofessional
