Art distracts; design attracts: Assertive design.

Design as art?

When we go to a painting exhibition or a music concert, we are dealing directly with the concept of "art" in its purest essence. Sometimes we have the habit of referring to something very beautiful or well designed as a "work of art" or a "masterpiece". Referring to the concept of the creation of an artistic piece as something to be admired.

The concept of beauty, just like the interpretation of an artistic work such as a song or a painting, is abstract and can generate different reactions in different types of people, because the same "work" can generate several different feelings and reactions depending on who is interacting with it.

Why should we separate design from art? Isn't a designer an artist?!

Design as art
Vitruvian Man by Leonardo da Vinci - Art and Mathematics

When we think of the term "design" we focus on what is visual and immediately think of symmetrical shapes, exact proportions, well drawn lines and so on. And yes, we have reasons to think this way, there is mathematics and symmetry in works by Leonardo da Vinci such as the Mona Lisa and the Vitruvian Man(Golden Proportion)

So what is the difference between a designer and an artist?

The difference is simple: A designer should not design something interpretative, something that leaves room for several understandings. He needs to be assertive in his approach, reducing as much as possible the possibility of different interpretations. And yet, in some cases, he must induce the user to execute the path he wants through psychology (Behavioral Design).

The design cannot offer a dubious interpretation.

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Assertive design - Make it easy for your user.

Don Norman, creator of the User-centered Design concept, already highlighted the importance of focusing the design on the user and not only on the structure. Having the user as the center of the interaction, we can study his actions and provide solutions based on his behavior.

Bringing this to our reality, one of these interaction solutions widely used by major technology companies, is A/B Testing. Which are based on providing more than one model or way to accomplish a certain task or create an approach, through visual communication and interaction. Where we provide the user with ways to interact in different interfaces and analyze the success obtained in each.

The result of this whole concept of approach through visual communication and interaction, translates into the number of people who choose to consume a certain product because of the experience it provides during the course of use. It is extremely important to ensure that this approach is based on a thorough knowledge of the product and its potential customers.

The user's own behavior is what dictates what works and what doesn't. Or what works for one group and not another, following the trend of today's social media content generation algorithms that are designed to indicate what is most "relevant" to the user based on their tastes and preferences.

A lot of concept and study must be considered during the creation process when the subject is to cause interest.

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Wireframe is design, yes.

The art of managing an assertive approach and interacting with the user in the best possible way cannot be mixed with the art of creation. The design of a visual communication of an interaction cannot be called "art" just by the fact of how it is interpreted by the user. So that the emotions and actions of its user are positive and allow them to create a bond, making them feel the need to consume that product.

This user-based visual approach has been used by major companies that deal directly with the acceptance of a product or brand by a certain group. Aiming for immediate acceptance through the concepts previously inserted in the context applied by algorithms highly focused on targeting content.

However, there has been a growing number of professionals from different areas to integrate the process of creating visual interaction projects. Professionals from the fields of psychology and anthropology have been gaining space in these processes due to their background in behavioral knowledge.

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Organize your message in such a way that the user does not have to do it for you.

And, therefore, a visual approach that aims at results and not just mere appreciation should not only be seen as "art".

When it comes to causing interest and holding the user's attention, a lot of concept and study must be considered during the creation process, and in the competitive and strategic environment where algorithms define the best content, the best design always ends up being the one with the best practical performance results!

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