This is the title of a Fast Company article that is secretly advocating for design at the beginning phases of projects, rather than the end. Experience and interaction design already focus their considerations on how people interact with a product, organization or process and how that can be optimized and streamlined. Service designers are looking, specifically, at how to create new services that fulfill a potential client base’s latent needs. Including these people and their processes early on, only makes sense, because it enables the business to be built around customer.

Designers live and breathe qualitative data. On the obvious level, aesthetics are not defined by math. Yes math has a role, most good visual materials is based on a grid, but more important context, precedent and expectations also play a role. Will this be on a magazine or a billboard, is this for a restaurant or a tech start-up, what work has come before? These questions are more important when considering how to make unique, engaging graphics. In the broader context of Design, designers study people, their environments, their perspectives, their culture as well as their responses to make an informed decisions. It is this qualitative data that, that paints a richer more textured picture about a potential client base to enable more tailored and appropriate offering to be developed. So listen to Fast Co. and don’t feel bound to quantitative data.