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Flat design casts a long shadow

By Benjie Moss | Design | Jul 1, 2013

Whilst many designers embrace flat design wholeheartedly, it seems a growing number have already tired of its charms and are casting around for the next big thing.

One contender, being championed by some, is “long shadow” design.

Long shadow design produces an effect like looking at an object late on a Winter’s day, when the shadows lengthen to dramatic proportions. The effect adds a great deal of depth while still retaining an essentially flat aesthetic.

Typified by a 45 degree shadow that extends well beyond the length of a traditional drop shadow, the diagonal lines are reminiscent of early Soviet posters and collages by the likes of Malevich — produced before Socialist Realism became the only acceptable style. It is a similarly positive, ambitious and idealistic style, which is great for icons and branding.

It’s going a little too far to suggest that long shadow design is a solution in itself; it’s simply a development within the larger flat design trend. We’re likely to see many more developments, both revolutionary and evolutionary, before flat design is abandoned in favor of something new.

Whilst not a solution in itself, long shadow design is perhaps a route towards flat design 2.0, and certainly offers a way to introduce drama, tonality and depth to flat design. Used sparingly it can be a highly effective tool.

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What do you think of the long shadow trend? Have you used it in a project? Let us know in the comments.

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  • Kevin Lofthouse

    I can’t ever imagine using this or someone saying “I know what that icon needs A LONG SHADOW” lol. IMO This sort of fad should be kept on dribbble.

    • Luke

      You better go back to helvetica where you feel safe.

      • Kevin Lofthouse

        Thanks for that input Luke. ;)

    • Isis Marques

      First time I’ve seen this was on Google’s Visual ID.

      Actually there’s a few months I’ve seen an amaaazing stationery mock-up with these shadows and I was in love with it. Was no trend, the author just put the light 45° instead of the traditional lightening for this kind of work. After seeing it I thought how could I apply it to webdesign in general, but I gave up because it was not looking good. Then I met the Google icons and discovered that it works fine if the shadow is “contained” in a shape.

      Here the identity of Google:http://www.behance.net/gallery/Google-Visual-Assets-Guidelines-Part-2/9084309

      I really liked the style, one month ago I even developped an alternative of a logo with it (http://hunie.co/designs/3918-lovitte-photography-logo/) but now I can see it will be a trend, I don’t think I’d use it.

      I like the “flat” because it reminds me of good typography, grids and design elements from actually printed works, but usign the new possibilities of the digital. Developing my designs in this way makes more sense to me than just “going trendy”.

    • jaystrab

      I agree. Not to mention it just looks dumb on the majority of these images. Might as well go back to using the huge bevel buttons of the late 90’s. I’ll make them into a trend again!

    • http://www.jamesmarquezblog.com/ James Marquez

      I think it looks pretty cool. Target uses this long shadow design in one of its new commercials.

  • Bobby G

    While flat design done right is good design, especially on the web, I find clients immediately think the work looks “cheap,” “unfinished,” and “missing life.” Seems like many clients still want wood grain and candy buttons. I like this shadow effect, it adds a little more to the design so, perhaps, clients may feel like they are getting more for their dollar if they get those drop shadows that “pop.” Wow I sound jaded right now. But I’m not :) I believe flat design is a solid trend (any design trend with roots in Swiss design are good, especially when organizing content), however these shadow effects are more of a fad that should be used sparingly.

    • http://www.summitweb.net/seo-inverness-scotland.html Martin Oxby

      Completely agree with you there. I think in the right place it can give a different perspective. One of the above graphics looks like you’re looking down onto a monument so to that degree it could be used but I know I wouldn’t even get away with ‘flat design’ with most of my clients as they would say a 5-year-old had done it and it wasn’t worth the price tag.

      As with most things design it’s about getting the appropriateness of technique to task.

    • http://www.neogrey.com/ Ivan Filipov

      Agreed 100%. Clients tend to think that if it’s less complicated it takes less time to design, thus they have to pay you less money – but that’s why we’re designers and not exactly artists, we have to adapt to clients demands, sometimes regardless of trends.

  • Simon Hermann Hector Goellner

    Doesn’t look considered or seem add anything… in fact; it looks like someone forgot to close their work-paths in _design_application_

  • Julie Miller

    Hey Benjie, nice post! I’m a fan of the flat design and I like the long shadow look too – it adds a little “oomph”. This is actually the first time I’ve heard of it, but I’m excited to see it being used more. Thanks for sharing!

    • Josh Sanders

      adds a little ‘oomph” ? more like it adds an added distraction that takes away from the intended icon or graphic that it is added to. This is just another unnecessary ‘embellishment’ that the whole FLAT aesthetic tried to eliminate. It screams “LOOK AT ME, IM AN EXTRA ADDITIVE THAT SERVES NO PURPOSE”

  • http://robsawyer.me/ Rob Sawyer

    Read this last week… http://je.roon.io/long-shadow-design

  • Defender66

    I’m not a designer. I’m building my own site though. So from mostly a users perspective I could care less what the flavor of the week design is. When I go to a website, I want to know what their message is immediately. If I don’t get that, I click off regardless of fancy logos, buttons and photos. I don’t say to myself, “That design is so 2012″. Some sparse websites have kept me on longer. I do like the minimalist flat design, not because it’s a fad, but because it keeps the clutter away from the message. Look at Craigslist. No design.

    • Ericsestimate

      Don’t ever mistake simple, effective design for “No design.”

      • Scott Eshbaugh

        Ericsestimate, yes you are right: there is a huge difference design that is SIMPLE and design that is CLEAR. And Defender66, you are not the user. You are only a fraction of people who could care less about embellishments. But you should care. Not for fads and hip, but because the power embellishment has to convey moods and messages subconsciously about a service, product, whatever. Most people pass off decoration as meaningless, but make no mistake, there is a specific and valid purpose for decoration. Just like the Don Juan uses subtext tactics to charm a young woman, designers use visual principles to charm their audience—not necessarily for the promise of adventure or pleasure as in Don Juan’s case, but probably more along the lines of creating feelings of security, authority, friendliness, or comfort. People respond to this. Most can’t explain it, but they feel it and know it.

      • “MaxxFordham”

        If he and they could care less, then that means they DO already care.

        What I care about is that not only do I get what I want from a place, but that it does not look boring. Craig’s List–oh, I mean “craigslist”–is BORING! I would NEVER want my own site, if I had one, to look like that! I do prefer the sites and UIs with pseudo-3D and photo-looking stuff and actual photos to dumb flat garbage.

  • Chase Giunta

    Let’s give credit to the guy who started this trend, before it was a trend. It was his dribbble shot that started this wildfire that eventually became a trend. Would like to know what he thinks about it now haha. http://dribbble.com/shots/1105114-Secret-personal-project

    • David Dd

      this isn’t the first time someone put an isometric extrusion on something.

    • Andreas Mitschke

      As aforementioned, your “dribble hero” is with the age of 25 days definitely NOT the first who started it.

      The Illustrator Logo once draw an elongated, single value, isometric shadow somewhere 5-6 years ago.
      Even I by myself made multiple flat shadow Icons back in 2k5.

      • Chase Giunta

        Maybe my wording was off, but I wasn’t stating he created the style. I’m saying his Dribbble shot is what spawned the 45 rebounds, twitter mentions, various design posts on this, etc… 25 days ago this specific style wasn’t a topic of conversation amongst the community. I wasn’t implying I’m for it or against it, just adding to the conversation that (to my knowledge) his Dribbble shot is what kinda set the fire to this.

        Btw, can anyone see where I said “dribbble hero”… Anyone?

    • Bruno Pereira

      How come this designer has an example of long shadow design almost a month before? http://dribbble.com/shots/1071050-Icons-for-a-cool-project

      • Chase Giunta

        @disqus_FK6uueIUjH:disqus, please read my comment reply to Andreas above… Then consider rephrasing your question. I think you misunderstood my original comment.

      • Chase Giunta

        http://cl.ly/image/1O3w2Z3K1g38 – Comparison: check out that number next to the rebounds! Hear that? That’s a fire being lit guys! Casting a *long shadow*…

  • http://www.testshoot.com/ TestShoot

    Fashion used the flat ui look for many years, and still does. When done well, it is a beautiful, clutter-free look making imagery center stage, and content, well meh. I was with Yahoo when the new homepage rolled out. While I like it in the mail app on my mobile, I HATE it for the whole enterprise. Adding in shadows? Well I hope you don’t have a lot to say for yourself, it looks like bad design may still get cluttered.

  • Lasse Eriksen

    I can see you’ve featured my dribbble shot http://dribbble.com/shots/1131954-Longshadow?list=users that’s awesome.. :) and great write up..

  • David Dd

    Fuck everything about this article. This is not design, this is style/fluff. You guys need to stop trend humping and do your own thing.

    • Benjie

      Wow, that’s harsh… I mean, it’s not like we used Arial for a logo or anything :)

      Seriously though, it is obviously a style. But then style is a perfectly valid tool in design.

    • Cristian Landero

      I couldn’t agree more with your comment. I am a designer and I am so tired of seeing this style being used in almost everything today! Yes, it looks nice but I think it’s being abused of already.

  • Narein

    Hey Benjie, It was really very interesting article. I love the shadow effects than the flat one. But In my view, use of flat design will be considered as a standard in websites rather than shadow effect. Even though shadow effect makes the icon more attractive, future designs running towards flat one. Moreover flat design will be a ever lasting trend forever. But I read an another article regarding flat design hindrance to create websites http://www.webdesigntalks.com/is-flat-design-a-hindrance-to-creative-websites/

  • HemanthMalli

    Nice shadow effect !! Simple flat design ..

  • http://danielpaul.me/ Daniel Paul

    A tutorial on how to create long shadows would be nice :)

  • Scott Millar

    It’s still flat design at the end of the day, just executed in a certain way. I think Google’s visual guidelines are a fantastic example of flat design and shadows applied really well. In my eyes they’ve stolen a march on Apple here.

    Check out the link:

    http://www.behance.net/gallery/Google-Visual-Assets-Guidelines-Part-1/9028077

  • Marcin Wiśniewski

    Did some logo/icon few day ago in this style, but with gradient for one element to be more alive http://dribbble.com/shots/1138224-E-learning-logo

  • Benjamin Hawkyard

    This article is bad and you should feel bad.

  • Ejoku Jonathan

    Love it already!!!

  • Netbulae

    Come on people.. This is were we should all be focusing on: Flat, textual, BBS oldschool style. Interfaces that can only go a STEP FORWARD or a STEP BACKWARDS.

    Less confusing and very amusing.

    It’s all going from retro, to big buttons, to flat and now to flat with NON flattening shadows.
    It should go to REAL flat, 80’s / 90’s ASCII art telnet/terminal interfaces.

    Think about it… and remember that you read it here first!

    • “MaxxFordham”

      LOL, NIICE! You should send that into the Doodle contest next time they have it!

  • Pritesh Desai

    Adding noise or light texture over a flat ui brings it to life. It stops looking like cheap plastic and starts looking appealing.

  • http://www.colorexpertsbd.com/ Jenifer Jeny

    Great blog with plenty amazing and informative information. I learned from here a lot and increase my knowledge with this information. Thanks for your artistic webdesign sharing.

  • faizanq

    That just looks childish and has no place in web design.

  • Ryan Pergola

    These look great on dribble or in gallery pics, but how practical are they in real world design? The items that only have a shadow within the icon are a bit more usable, but so far I have not yet seen one example where long shadow icons are used in practical application. Yeah Photoshop and whatnot, but until this style can be implemented in something usable big thumbs down from me.

    • Benjie

      You mean like SVG? There’s no technical problems producing this with code. You could even do it with CSS if you really wanted to, but SVG would be simpler.

  • Tornado Smith

    Until you can create a long shadow with CSS, it has absolutely no place in web design.

    • Benjie

      I disagree, there are plenty of valid technologies apart from CSS; SVG, image sprites, icons fonts to just a few.

  • http://umar.info/ Umar

    This is really interesting piece of work … !

  • That Web Look

    I do love how these graphics look, but correct me if i’m wrong… hasn’t ‘flat design’ arisen from the need to display user friendly graphics on multiple devices, with multiple screen sizes and in multiple types of responsive design. Surely this is what lead to the need for flat graphics and solid colours that could be scaled to any size or moved and replaced in any UI. This being the case, I don’t see how sticking a big long gradient shadow onto these graphics is going to help anyone!?

    • Benjie

      I don’t think so, it seems to me that flat design arose less as an aid to responsive design and more as a rejection of skeuomorphism. Long shadows, which add depth without mimicking actual shadow behaviour are a natural extension of that.

      • That Web Look

        But is the rejection to skeuomorphism not a result of a need for a more flexible design method? And surely adding a showdow, giving the illusion the graphic has depth is a step back towards skeuomophism.

  • Benjie

    At least one of the examples above would work in 2-colour print. Although, given the reduced cost of printing, I wouldn’t consider that an issue any longer.

  • Chris

    No offense but this is not new, and not only on flat design have this style been used, even flat design is not something new. Just like Apple’s clean and simple and elegant designs on its products, isn’t something new at all. It’s just how the style is presented.

    With regards to style I believe we have our own opinions, and I respect that. I believe this is here to show how we can present another solution from existing styles in design.

    • “MaxxFordham”

      Yeah, flat design–in UIs, at least–came about clear in the early days of Macintosh, Commodore Amiga, and Windows, before there was so much technology in GPUs and software to easily make good-looking realism effects! Think back with Windows 1-3, or maybe even 1-98. Oh, *especially* the pre-color Mac days, for goodness’ sake!

  • Stephen LeMaitre

    The only one that looks really decent for is the fox.

    After that, all of these simply begin looking the same.

    The shadow I think, especially repeated (as it must be for sets of icons) ends up with more strength than the actual logo design…

    Rather than making your icon stand out, it creates a repetitive visual equality… the same way that a gray, rainy day washes out color.

    Worse yet, while the shadow can lend a sort of two dimensional depth to each piece, given the length of the shadow, each piece winds up with almost an identical shadow.

    Then there is the problem with the angle of the shadow… you really can’t mix icon sets with this.

    With the ‘glass look’ the highlights could create a similar issue, but the highlight on a glass icon tends to blend in far better with icons that might be a few degrees off… a small icon, and it wouldn’t even be noticeable.

    Here? You get an icon with a shadow 10 degrees off from the one next to it, it will stand out… but since these tend to be on a 45deg diagonal, any oopsies from an icon set will be a glaring 90deg off… and be obvious from across the room.

    Thinking this is a loot that I will try and completely skip.

    • “MaxxFordham”

      “Lend(ing) a sort of two-dementional depth”? Ahh, nooo, the shapes are already 2D-ish without the shadow! You meant to say that the shadow adds back a litlte THREE-dimensional depth (and by “adds back,” I mean back to what the flat design without that had already taken away). Why? Because do you not know what a 1D image is? Just a LINE!

  • http://www.musecomunicazione.it/ Mirco Moretti

    This week is the long shadow time … here’s only my two cents on the game — http://dribbble.com/shots/1135965-Flat-Design-Long-Shadow

    • Chris

      I thought the shadow of the minute hand should not pass through the circle, otherwise it makes weird shadow effect. Same goes with the top left shape extending the shadow inside the circle. Just my 2 cents

      • http://www.musecomunicazione.it/ Mirco Moretti

        Thanks Chris … you’re absolutely right.

  • Josh

    I really like this concept. Does anyone have any working examples that they would like to share? Working examples as in coded.

  • keith evans

    It’s a great twist on adding shadows to flat design while still keeping it “flat in style”. I think it definitely adds to the icons shown above. The problem with this entire “flat design” thing is that good design has always been flat in print and magazine The web is just finally getting to know this concept.

  • Michael G

    I think the whole flat design look while being ‘trendy’ is just that trendy. Adding a shadow to the look not only makes the item look stupid, but makes it look unfinished or gives the impression that its searching for it’s lost 3D identity.

  • Chris

    I love the effect, I’m just not sure about its practical usage. Would like to see an example site mocked up with isometric shadows throughout. Might get a bit busy IMO.

  • LuLessa

    Looks good in a smaller frame, like the app icons, where the shadow is cut off. When placed in a larger space, it throws off composition too much.

  • Nazmi Aydoğdu

    A good challenge will be to make a css3 buttons with this shadow !

  • Alexandru Doda

    My first encounter with this “trend” was when I started playing “Thomas was Alone”, an indie game launched on Steam on November 20, 2010. You could call it outdated or a trend or whatever… it looks good when used properly. But can this be called a trend if it is so old and outdated?

    Without trying to advertise, here is the game:
    http://store.steampowered.com/app/220780

  • Benjie

    Design blogs, by their nature, report on what is happening in the industry.

    I have never met a professional designer who was incapable of distinguishing between that reportage and their own practice.

    If that’s happening to you, I’d recommend not relying so heavily on blogs for your inspiration, at least until you’ve evolved your own approach.

    • notflatagain

      The fact that this is actually an article says a lot about how incestuous the “design” community now is. Trend of the week articles need to go. (‘long flat’ started as a joke and i think the author got trolled).

      But, this is how things work now i guess:

      Step 1. Something beautiful hits the internet and designers (mostly dribbblers), jump on the bandwagon only to impress other people in our designer bubble. (Does anyone remember design is about solving problems?)

      Step 2. Third rate web design blogs, hungry for links and traffic, post about this weeks “next big thing.” Then tutorials and freebies blast Twitter feeds and news sites as people attempt to recreate this new incredibly, awesome trend…

      Step 3. At some point along the way this once fresh new aesthetic implodes on itself because people get tired of it.

      4. Repeat

      For designers following this cycle, if your portfolio consists of only a dribbble book full of the latest flat trend and contains no real ideas. You will just be seen as style monkey or more of an illustrator (no disrespect), but not a problem solving designer.

      “style = fart” -stephan sagmeister

      • Benjie

        Here’s how things actually work Jack:

        1) Someone plays around with an idea that isn’t resolved enough for client work, so they post it online.

        2) Someone else likes it and produces their own version.

        3) Blogs, twitter feeds etc. spot something that’s getting a lot of attention and report the fact.

        4) The idea spreads.

        5) Someone, somewhere evolves the idea in a new context to solve a design problem of their own.

        It’s called culture.

      • Jack

        Not suite sure why you addressed that response to me… But since you did I’ll reply.

        Thank you for telling us how things work. Unfortunately the ‘thing’ you’re referring to is the pointless propagation of cosmetic fads. I don’t have an issue with that per se – I know people enjoy seeing new styles. I just agree with Kevin’s comment below – leave it on Dribbble. It doesn’t need a name, and that name certainly doesn’t need to include the word ‘design’.

      • Benjie

        Again Jack, you’re missing the point.

        We didn’t invent the term ‘Long Shadow Design’, we just reported it. And as for ‘pointless propagation of cosmetic fads’, who are you, or we, to determine that?

        If you actually read the article you’ll see that I hold a certain amount of distain for the technique — actually I’m not a fan of anything ‘flat’ at all — but that doesn’t change the fact that it’s a highly popular style, that’s beginning to make its way into many designers’ client work.

        WDD isn’t a design studio, we don’t have a house style, our role is to report on the industry and highlight trends that are both good, and bad.

      • Jack

        Who are we? We are the designers and developers who make up this community. We are the sceptical professionals that take pride in always asking “why?” – challenging what we perceive to be the bad processes and evolving the good ones.

        I take your point that WDD has to be unbiased in its reportage but simply citing your ‘disdain’ for the style you are promoting does not cure your bias or alleviate you of blame. Choosing to publish something involves bias. And that choice is the very thing that causes these homogeneous trends to proliferate. You (when I say you, I don’t mean to single out WDD – I mean all popular design magazines) have a considerable responsibility. You only need to look through the comments on this page to realise the extent to which you sway designers in their approach. You also need only look at the share statistics and (I’m sure, considerable) page views to realise that this article is not simply saying “here, look at these icons – nice aren’t they?” – it’s saying (at least to some) “All hail the new one-stop design solution” – ok, that may be a little melodramatic (!) but my concern is the increasing conformity of modern web design.

        Show us an interesting use-case or an engaging opinion. But please stop promoting unoriginality.

      • Benjie

        Jack, what you’re suggesting is that we curate the news based on a very narrow view of what is, and is not acceptable in your eyes (or my eyes, or someone else’s eyes).

        Argue over its individual merits all you like, but highlighting trends like these is what we’re here for. I cannot think of anything duller than a magazine in which only one point of view be given a voice.

        If you really want to pursue an agenda then write a manifesto, start an agency, or become a lecturer.

  • Chris Lancaster

    i like them as small icons.

  • ev4n

    I havent seen the “long shadow” style used on anything but icons (as seen above). How could this be a style if its so self restrictive?

  • http://www.4mulas.com/ joshua ragasajo

    Nice Post dude! im a fan also of flat and long shadow design! been using this some of my works lately! ^^

  • Joel

    Make sure when you use a long shadow, you have some kind of mono-colored textured background and it’s the only thing in the image (like all of the examples above)… never put it in context where it wouldn’t make sense, at all.

  • Adam

    Seems to be catching on, here are some famous brands with long shadows – http://flatlogoswithlongshadows.tumblr.com/

  • http://www.kizi10.info/ Kizi 10

    And make sure to look at the obvious impression. It is the ideas and creativity.

  • http://www.yepi2.co/ yepi

    i think the designers has wholeheartedly design , product them creation will being use in project

  • ruzzel01

    I can’t even choose, all of them looks nice. imidesignstudio.com

  • http://suljam.com/ Suleiman Leadbitter

    Woah! Nice to have something I created featured here – http://sulc.me/1dF08ca

    From reading various comments here some people seem to be getting their knickers all in a twist about this style. Simple solution, don’t use it. Another great solution, create something amazing link it, get featured, whatever. Feedback, creative criticism etc is great but damn some folks are just damn right rude.

    I posted a set that took time on Dribbble, I even joked about saying “Now with a wee bit of texture and added long shadow. I’m never one to back down from a design trend :P” and then I added a link to them so other could use them for free in ANYTHING they wanted.

    People need to relax already, getting all uptight about long shadows, I dread to think what you are like outside just before sunset, you’ll probably have a stroke.

    Other than that, thanks for the feature Webdesignerdepot ;)

  • Nathan Mileur

    Boom. And actually, you’d be suprised about the usage of this kind of thing… especially after IOS7 made the move to flat designs. I think we’ll see it more. http://natexgloves.deviantart.com/art/Long-Shadow-Initial-386750626

  • http://batescreative.com/ Bates Creative

    As long as you are clever with the direction and dont overdo it, I think its ok to use new fresh UI elements. Our logo looks darn good with the effect lol. http://batescreative.com/blog/flat-design-evolution-will-long-shadow-design-catch-fire/

  • http://www.yepi10.net/ yepi 10

    great! those are good designs .

  • Anna Panasiuk

    beautiful, pure and expressive!

  • Jan Renner

    Interesting… it seems to me that flat desing style could explore some more expressive techniques, used in futurism/art-deco… http://en.wikipedia.org/wiki/Art_Deco … I love “modern” styles of 20s and I really look forward to further flat design styles evolution.

  • AFEKT MEDIA

    Because we designers who do design for a living understands that ‘ less is more’ is indeed more difficult to accomplish. A simple design that cuts through the clutter, then to include everything but the kitchen sink ironically demands more of everything from the designer with this approach.

    That is why I believe swiss aesthetics from its Helvetica fonts are timeless and its simplistic iconography and primary colors schemes hold universal value across many cultures that yes, even a child can understand with not much pre requirestic tools. This is what makes great design and warrants priceless value.

    Perhaps we can spend time educating our clients before hand with these values and demonstrate the power they hold. The intrinsic values of why simple design is better design holds the keys to something far more powerful then what is printed or digitally transferred – to be able to say more with less becomes more powerful above all the others that have to shout!

    If we are in the business to help brands, or help people understand a process better, then we must applaud the most outstanding design of ‘simple’ is best practice! and we should always gravitate towards using simple structures, less words to yield the most value or understanding. It is when designers become part of the process and more into helping design solutions that function best that can be understood or impressed upon without heavy distractions. That somehow designing a glossy aesthetic towards a simulacrum effect can justify a faux piece of good artwork- it can not.

    We get paid to design to help business build better brand traction or better UI X because it is simple to use with maximum function . Utility is one area flat is always better, candy coated Pre Apple ios7 should be left for the games, where it belongs.

    I have observed by spending alot of time examining powerful sigils and archeological icons used by shamans, occultists and simple cave drawings have very much indeed hidden sub conscious primal power that can be activated from their common simplistic design. Now to achieve in designing the new logo, color or Ui to have the max impact using this less approach becomes much more difficult and time in designing. I always ask for my clients input and have a pre consultation research phase that enables a window for this type of education.

    I explain why my job as the designer is to define, design and deliver that can help achieve their goals and not design for their tastes. I often do have to remind them though ” that’s why they’re paying me … to achieve the design goals.”

    PS. a good tip to help you with clients who keep pesturing you to fill up every white space or ‘what about using this font?’ Ask your Corporate client to schedule a meeting where top level marketing or executive stake-holders can be present for a informal design or brand input session. Just use some color swatches and witness what scattered input you will receive and the reasoning of why they choose or prefer one color over the other. In a few minutes it becomes very clear why structuring design for tastes is not good theory for commercial design. They certainly will be more receptive when you present design values that can achieve more with less and appreciate the task of this design process and underpinnings of how achieving the greatest value from from simple aesthetics, as the designer has to understand much greater process then what’s on the written page or the app ui.

  • Nubis Fedrik

    wow~

  • Pushpendra kumar

    nice