23 de out. de 2023
The person who created the product is our best ally, not the executioner at the final judgment.
A few weeks ago, a friend who was just starting to explore the world of freelancing asked me:
“Okay, but what if they don’t like it?”
I found the question intriguing, but I immediately replied:
“If they’re part of the process, they will like it.”
Looking back, maybe my answer was a bit bold. But here’s the truth: 90% of the time, when you approach the process with care, attention, and purpose, the result rarely disappoints. And if it does, it’s usually because something changed along the way, and no one communicated it.
What struck me during that conversation is how many of us — especially designers — carry this constant anxiety about pleasing others. We pour so much of ourselves into our work that it’s easy to create a disconnect between our process and the people we’re designing for. It’s a natural reaction; after all, we’re passionate about what we do.
In design, this tendency becomes even more pronounced. We get caught up in the pursuit of what’s “beautiful” or “visually pleasing,” and before we know it, we’ve fallen down the rabbit hole of aesthetics, as if we’re creating art.
Now, let me make one thing clear: I love art. I believe it plays a transformative role. But art and design serve very different purposes. Art creates visions of the world; design creates tools to solve problems. And understanding this distinction is fundamental to what we do.
Our job isn’t to create something that’s merely pleasing to the eye. Our job is to create something that works — something that helps people navigate their journeys with greater ease and clarity.
Here’s an example: packing for a three-day trip is relatively simple, especially if you have your itinerary mapped out. But mistakes still happen — too many clothes, not enough of the right ones, or forgetting something essential. Now, imagine packing for a trip that lasts 10, 15, or even 20 years. That’s a whole different challenge.
And yet, that’s exactly what a brand designer does: they create a backpack that needs to last for decades, knowing full well that the needs will change along the way.
At this point, you might say:
“But needs change! How can anyone predict everything?”
Exactly. And that’s why the risk of failure is high — especially if the process is done in isolation. The solution is to build a process that minimizes critical errors and leaves room for future adjustments, upgrades, and adaptability.
But here’s the tricky part: often, even the client doesn’t know exactly what they need or where they want to go. And that’s where our role shines brightest: organizing ideas, connecting the dots, eliminating what doesn’t make sense, and building a system that is alive and ready to evolve.
The true value of our work doesn’t lie in the final result. It lies in helping everyone involved understand the brand, its goals, and the value it can deliver to the people who will use it. And in this process, the client isn’t just a bystander. They’re our greatest ally.
After all, who knows the product better than the person who created it? You can’t know what to pack in the backpack if you don’t know the destination. Without that clarity, whatever we create is just a shot in the dark — or, at best, a visually appealing design that pleases someone’s taste but solves nothing.
That’s why my friend’s question caught me off guard. Because he’s an excellent designer, yet he still carried that old fear of presenting his work as if it were a masterpiece created in secret, waiting for applause at the end.
But what we do can’t be a secret. Every decision needs to be clear to everyone from the very beginning. Otherwise, every choice will be questioned — and that kind of questioning only happens when people haven’t been involved in the process.
Design is a collective exercise. Every decision must be tested, validated, and adjusted. It’s about creating something that works in the real world, not just something that looks good on a screen.
We’re not artists painting beautiful pictures to be admired from afar. We’re designers of living systems — systems that must evolve, adapt, and interact with their environments. And you can’t do that alone, hoping for a pat on the back at the end.
Our job is to turn aspirations and uncertainties into something tangible. To do that, we need structured processes: explaining our choices, testing ideas, listening to feedback, iterating, and creating together.
The person carrying the backpack knows best what they need to pack. They can’t be a passive observer. The client isn’t the judge at the end of our work; they’re our most valuable partner. Because, at the end of the day, we’re here to help them understand their product and, together, build a backpack equipped for a long and fulfilling journey.
More than creating brilliant solutions, our job is to share ideas and build collaboratively. Because, in the end, when everyone’s aligned, everyone wins.
