The 7 Commandments of Working at a Design Agency

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( — June 16, 2020) — To stand out from the competition, a company must position itself strategically in the market. This is how branding and creative agencies come into play. Indeed, a brand that has thought deeply about its values ​​and its DNA throughout the creation of the visual identity will project a clearer and more precise vision of its business. 

Companies that rely its image to outstanding creative agencies will appear to the general public as reliable, complete and honest. This, in turn, will encourage people to buy the products or services offered. Successful positioning goes hand in hand with a judicious choice of target clientele. These are the 10 points that any design agency must follow, keep reading!

#1. Follow best design practices

The best creative agency London will deeply understand this point. Design encompasses a complex multitude of disciplines and subdisciplines: brand design, product design, graphic design, design thinking, design management, interaction design, etc. Basically, the designer must understand what users need, or even anticipate their behavior. Unlike art, design is not an aesthetic without function.

The interest in design is so evident is due to the competition between products and services. As Dieter Rams pointed out in a speech (New York, 1976), the buyer differentiates products based on design. The link between good design and business becomes obvious. This is not about aesthetics or creativity, because the purpose of the object determines its aesthetics. Indeed, the design process includes technical know-how and rationality.

#2. Good design is innovative

Innovation must necessarily come from within before influencing the outside. In other words, innovation, above all technical, serves the interest of users.

The TP1 radio / gramophone is reminiscent of future iPod music players. However, Apple has admitted to being inspired by the transistor T3. Dieter Rams has indeed deeply influenced Jony Ive, head of product design at Apple.

#3. User is the king

In UX Design, creatives agencies also find this importance given to the understanding of the user in the company’s website. And this good user experience is now based on multidisciplinary collaborations. Whether it’s a digital solution or an industrial product, a good design is a distinct design, useful, simple and pleasant to use. If you have to choose, pick a creative agency in London that follows these recommendations:

  • Perform a competitive analysis. The creative team will look for apps similar to the one the agency is designing. They will perform an analysis about the parts of the apps they and the client like and the parts they don’t like, and understand why.
  • Identify your users. A creative agency will create characters to better understand how users will interact with the application (what activities they perform and what content they expect).

#4. The user is always right

Creative agencies should put themselves in perspective in relation to what the user, the real one, adopts as a use; being able to change their own prism of perception of an interface. Meet the expectations of Internet users to make them want to stay on a site and return to it.

It is important to offer them the right information in the right place at the right time: what an ambitious bet for any web designers team. Whether it is for the creation or the redesign of a site, everything revolves around the users: who are they, what is their level of expertise on the Web, their knowledge of the field… but above all, what do they come to do on the site? Personas are a very powerful tool for understanding users and for guiding design choices.

#5. Make a product useful

This is one of the reasons why a design product is not a work of art. Anything that could potentially reduce the usefulness of the object should not be. Having this principle in mind allows creative agencies to keep only the essential functionality.

#6. The best design is aesthetic

Aesthetics, here, does not designate beauty as a quality distinct from other criteria. The aesthetic dimension is born from the quality of the design. It’s beautiful in all aspects of design. For example, the usability of the product contributes to its beauty.

#7. Identify the right personas

A persona must be brief, realistic without being an authentic person, precise in its description and typical in its tasks. It should be simple, easy to integrate and evolve.

The identification of a key phrase (oriented on the tool to be developed), the addition of business objectives and the writing of stories (storytelling) complete the portrait of the persona. The purpose of these stories, which describe an aspect of the user experience, is to bridge the gap between the context of users and that of designers. And that of the other team members.