Subjective assessment of design varies by the type of design

If a visual design does not satisfy the personal preference of the client, then either the designer has not followed the written brief or there is something lacking in the brief which should really identify the importance of the specific subjective requirements.

Any good designer will answer the brief with one concept and push the boundaries of the brief with additional ideas.

While the personal preferences of the client (or clients friends and family) may be infinite, any designer would be foolish to work without a written brief. And any client would be foolish not to write down subjective preferences as part of a brief when most visual design projects are judged based on subjectivity. If supplemental images are sent to the designer during the project, then this is regarded as changes to the brief. The briefing stage begins and and ends at the beginning of the design project. We encourage clients to take more time and write things down which are important to the client.

Product design assessment
Buying a finished design as a product is simple. You see it, you want it, it fits your budget, it solves your problem, you buy it and all going well it gets delivered. All the design work has already taken place prior to you even knowing about the solution. Your assessment concludes when each measure is ticked down the line. Some measures are subjective and other are objective. Often the more objective the criteria, the easier the decision becomes - unless there is an abundance of choice.
The upside for the consumer is that it is often instant gratification, even though other people can buy it as well. It's lack of rarity is only a downside if you were relying on the product to allow you to be seen as unique.

An alternative is investing in the development of visual design as a tailored service. (such as graphic design)

This is quite different. Notice the word 'development'

If a client says - we will leave it all in the hands of the designer and we will simply select from the first round of ideas presented, then it is quite a simple and quick procedure to have anything designed. There is a small investment in development.

If the client requests more rounds of ideas (more choice) after the first presentation, then the process takes longer and can cost more. There is more investment in development.
Designers will often specify how many presentations can be made before detours and additional requests are charged as extras. if it takes time to make minor adjustments, then minor charges will reflect the extra time.

The amount of time for projects can vary depending on a few things. Here are a few important aspects.

1. That the design outcome is measured simply by a detailed written brief which answers questions the designer needs answered or clarified. And that the brief clearly identifies any mandatory subjective visual traits the client wishes the visual design to reflect.

2. That the design solution is measured by the clients or clients associates own personal preference with none, some or limited reflection on the brief.

3. That the client uses the presentation process to sharpen and clarify their brief.

4. That the brief changes along the design process. Evolution is still change.

To make projects focus more on the brief, professional design studios require briefs to be provided in writing, so that each key point is covered when traveling towards the destination.
The client should reflect on questions like 'how should we design our identity?' and allow the designer to argue a case or even challenge the brief prior to beginning with any visual examples.

Where there is less subjective explanation in the brief, this is interpreted by the designer that there is more room for the designers own interpretation on the brief - no matter how simple or complex that interpretation may be.
The brief then is considered by the designer as an artefact which is just as important and as tangible and open to scrutiny and interpretation as the design solution which reflects the brief.

If the client wishes to have the greatest amount of influence over the designers interpretation of the brief, then the client should provide very clear, specific, written and visual instruction within the brief.
This can also backfire given that the designer is likely to have more experience with designing branding than the client. Sometimes where briefs become very specific and void of aspects where the designer can wield their expertise and learned influence - the client should consider contacting a finished artist rather than a designer.

When there is less clarity in the brief about subjectivity, the designer will deploy their expertise and they will draw on their knowledge. The designer will interpret lack of clarity in the brief as more independence to make recommendations. It is then purely circumstantial if the client does not like the recommendations. This circumstance would identify either that the designer is not a mind reader - or that the brief is inadequate for not specifying desired outcomes or subjective requirements.

The question the client should consider is; will I be making the final decision based on;
• the client's personal subjective perspective
• the democratic subjective perspectives of those the client encounters at the time a decision needs to be made, or
• based on the requirements as identified in the brief which points to both subjectivity and objectivity
• based on agreeing with the designers suggested direction

Ultimately, it is rare that all four points to be satisfied at once. But it does sometimes happen.

The method of decision making is at the essence of the brief itself and can have a dramatic affect on the designers procedures, the time it takes and the outcomes.

The designer can fix the price of first stage of concept and the last stage of artwork delivery, but the middle bit often needs to be based on a price range where the lower range is based on less client requests / detours and the higher range is placed on more client requests / detours. This middle part of the design process is generally priced as a by-the-hour service.

Design as a service is generally priced higher than product because it combines the expertise of the designer, the entire process of development and the customisation of the design solely for the clients business. Some clients see value in simplicity, others see value in complexity and others only value design if it looks like something that they could not do. The road to a result can be complex even if the end solution is very simple but effective. Measuring something based on whether or not one could do it themselves is as silly as saying that my 5 year old could do that when looking at an abstract painting. It points to narrow mindedness and a lack of perspective. That type of reaction pays no attention to what the work can achieve in it's current format and where the work has come from to refine to it's level of complexity. Where design is concerned - often simple is best - but only when it satisfies or surpasses the considered brief.

With design as a service - the client is only delivered the end result. The client pays for both the end result and the developmental exploration and detours that lead the design there. This is the key differentiator between design as a product and design as a service.

Types of design other than, product or visual include; user interface design, information architecture and experience based design to name a few.

Each different design type requires a specific set of criteria to assess. The same assessment criteria will not work for each as some design types are purely assessed on practical considerations rather than aesthetic styling.

Girling Design specialises in visual design and aesthetic styling where the subjectivity of the brief should be centred around how we should approach the design. To best answer this question, we have put together a simple briefing document which asks our customers some key visual design questions. If you would like us to assist you with your written brief, don't hesitate to contact us for more specific information. info@girlingdesign.com.au

Offering your service as packaged services

When a service is offered as a package, it does not mean that it needs to indicate the price of the offering. In my opinion, the moment price is indicated, the service is somehow converted into a commodity. For some businesses, this is a must - and for others, this should be avoided.

When do I avoid presenting my company prices online?
• Where services are consultative in nature.
The allowance here might be that prices could be presented online for fixed components of the service. Other elements of the service which are deemed to be tailored can be easily withheld or indicated as an on request statement. Or an average price may be provided where it is absolutely necessary.

When do I present my company prices to the public?
• When your company is offering a commodity style product or a fixed price product or service.
• Or when an average price is provided to provide as a ballpark price.
• When there is no other way to differentiate your service from your competition. (unlikely).

If all your competition are basing their point of difference on price - then there is a massive opportunity to differentiate. It can sometimes be quite easy to differentiate in this scenario.

Differentiating is standing out rather than blending in. It is short sighted to think that price is the only factor determining engagement with your business.

Girling Design has indicated some package offerings for logo design and development for businesses, corporate companies and executives. Our package offerings are tailored to average requests and are designed to assist clients understand some of the approaches to design. While we do not provide prices, we do provide a consultative style of design services.

Writing up the information as packages also has an advantage in that text is more likely to be read by the customer. This is due to the customer seeking out if one of the packages is suitable to their own needs or if a more tailored approach to their needs is necessary. Package offerings can provide the customer with a clearer indication of their own needs and can better define your own services in the customers mind.

Spam and the potential of the good

There are a lot of misguided but likely intelligent people using their knowledge of the internet and email to rip-off other people. Are these people born bad or can they still be influenced to show an act of kindness rather than an act of unlawful behavior. I don't know. Can we influence their future behavior by providing some insight into goodness and its potential benefit for all.

I received an email from a spammer using a known credit card fraud technique.

Here is a different approach to just ignoring those who look to pilfer money through devious emails. I'm not saying that I only respond to spam in this way but it might make you think differently. Imagine the spammer being responded to only by goodness.
If you were surrounded by goodness, what affect would it have?

I know that this is a bit "Ra, Ra, Ra" cheerleader style - but perhaps it's what they need.

--- the spam response message starts here.

Dear child,

A better way to earn money, rather than stealing credit cards is to provide a service to someone who really needs help.
Get together with your friends who have also taken this wrong path and explain to them that you can use your brains for good and not evil.
Just because other people are doing what you are doing doesn’t make it the right thing to do.
If you can come together with your friends with a common goal of planning a good operation, rather than a negative one, you will make far more money.

Think about it. How many people do you know who need something other than money. Something like food or shelter, happiness, laughter, education, excitement, love.
What is that something?

Do you think you could get that something for them?
Rather than thinking, yes, I could get it if I had money – think, how can I use my smart brain to work out a way to get that thing that everyone wants through doing good deeds rather than bad ones.

All you need is one seed to plant to grow and produce many seeds. And when you plant those seeds, before you know it, you have thousands of seeds and plenty of food. If someone says it can’t be done, then prove them wrong through doing it – but you don’t have to show them – show yourself.

Look for the problems and look at how they can be solved through using your mind.

There are good answers to all problems – they just need careful thinking and planning. Plan to be happy and not sad for the rest of your life. If you continue on the path that you are on – you will be sad for ever. You will be happiest when helping other people for good.

If you think of something that is achievable, that is good for you and good for everyone else, then you are on the right path. And good for everyone else doesn’t mean that it helps other people do bad things. It needs to be something that is truly good for everyone. Can you imagine how that would make you feel inside.


Did you know that one small act of kindness has a huge amount of change on everyone around you.
Imagine what 2 small acts of kindness would do. Imagine what it would feel like to not have to worry about getting into trouble with the law or your family. You can feel this way by putting the bad things behind you and spending the next year of your life being good and being kind to people. Even to the people who you don’t know. The biggest and most powerful thing that you can control is your own mind. Even if all the people around you are bad – you can still be good and work out how to move towards other people who are good.

First you need to decide on who are the people who are not ready to receive kindness – and that doesn’t mean that you need to be mean to them – It just means that they are not ready and they may never be ready.

Look to your friends and family, look to your neighbors. Think about helping a lot of people by organising other friends to help.

Start a help group with people who are ready to receive kindness. Don’t place expectations on anyone – allow them to set their own tasks and for them to work out what the best good result is and challenge them to be the best they can at something that is good.