Objective and Subjective

I’ve presented enough concepts to clients throughout my career to know every visual solution must be a hybrid of one’s own perspective (subjective) and well researched facts (objective).

Dictionary.com defines subjective as existing in the mind; belonging to the thinking subject rather than to the object of thought. Pertaining to or characteristic of an individual; personal; individual: a subjective evaluation. Placing excessive emphasis on one's own moods, attitudes, opinions, etc.; unduly egocentric.

When guiding and mentoring designers, I place much emphasis on intuition otherwise known as following your gut instinct. The purpose of this emphasis is to help you find your own voice! We are creative thinkers and interjecting our own point of view into designs is what helps bring unique solutions to the table. The goal is to develop a stand out message, right? Since you have your own perspective, your own point of view, you can offer what no one else can.

One of the biggest challenges I personally faced when first entering the workplace ions ago was to trust my own instinct. Design education provides a supportive learning environment that pushes and inspires all the while helping to refine the art of creating effective type and image. In the classroom there is a sense of comradery for everyone shares a common passion for design. In light of this team mentality, I became conditioned to ask the designers around me for their opinions on projects I was working on. After the group consensus, I then made my final decision. The system I developed seemed to work for me and my final design portfolio presented well. Well enough to score a job right out of school.

Issues quickly arose at that first job. I landed a job at a small, award-winning design studio in Philadelphia, PA. The owner of the company needed a designer to work on projects while she was out building her business: meeting with clients, getting new accounts, etc. This left me alone in the office much of the day. Serene and quiet yes, but for a newbie designer who was used to asking those around him for their insight on design decisions, a huge issue. I literally sat in front of my sketchpad and computer staring with absolutely no idea what direction I was supposed to take. The simple problem was I didn’t trust my own opinion or myself. While I may have had intuition buried deep within, I certainly wasn’t in any position to listen to it let alone trust it! Needless to say I didn’t keep my first job for very long and it was a huge blow to my self-confidence. Trusting your own intuition was a tough lesson learned.

As much as I want you to follow your gut when concepting and designing, not everyone you work with or present to is going to respond favorably to you saying “I chose this layout (color, typeface, etc) because it felt right.” We can only take intuition (subjective) so far. You need to find other ways to prove your solution is the most effective at solving the problem. That’s where the objective side comes into play.

Dictionary.com defines objective as not influenced by personal feelings, interpretations, or prejudice; based on facts; unbiased: an objective opinion. Intent upon or dealing with things external to the mind rather than with thoughts or feelings, as a person or a book.

Arm yourself with research and facts to support your design decisions. No one can argue with a fact, that’s why it is a fact. Do the research and determine ways to support your design decisions that go beyond your own opinion. If you opt to use red in a design provide the client with evidence as to why this is a viable choice. In this example you'd be wise to cite the psychology of color. (1) In his article “Color Psychology” David Johnson states that red is the most emotionally intense color. It stimulates a faster heartbeat and breathing. It is also the color of love. Since it is an extreme color, red clothing might not help people in negotiations or confrontations. In decorating, red is usually used as an accent. Decorators say that red furniture should be perfect since it will attract attention. (2) Remember, colors not only enhance your design — they also influence behavior. Consider the impact that the colors you use will have on your intended audience. Make certain to cite the research (objective) when presenting your concepts. The facts may just convince the client that your design solution is the right way to go. (1) Of course, this is only one example of how you can arm yourself to ensure you are presenting an objective case.

Focus on finding a balance between the subjective (opinion) and objective (fact) in all of your designs. A design solution needs both attributes in order to be successful. Don’t forget, you must convince the client before ever getting a shot at convincing the consumer! If you don’t win over your client, the concept won’t see the light of day. In most cases your brilliant idea will end up on the cutting room floor. Now, that’s a sad thought.

Additional clarifying points: (3)
• Objective statements are facts that can be verified by reputable sources.

• Subjective statements may or may not be entirely true as they are formulated by your own opinion/perspective.

• Use a hybrid of objective and subjective statements to get your point across.

Below are some excellent resources you might want to reference if you are exploring ways to integrate subjective and objective elements into your designs.

Objective Vs. Subjective

http://thefuturebuzz.com/2009/04/20/objective-vs-subjective/

Objective + Subjective = Brand Balance

http://www.fuelyourbranding.com/objective-subjective-brand-balance/

Blog Resources:

(1) The Psychology of Color in Marketing

 http://www.nightcats.com/samples/colour.html

(2) Color Psychology

http://www.infoplease.com/spot/colors1.html#ixzz1VrRdcBrx

(3) Difference Between Objective and Subjective
http://www.differencebetween.net/language/difference-between-objective-and-subjective/