Design Buzz #3 - Framing
Resonate and contextualise your ideas
Hello Internet friends,
in the last two episodes, I’ve been talking about two crucial narratives while building a solid creative vision: a flexible and client-proof creative concept and the importance of simplicity.
As creative professionals, we bear a profound yet tedious responsibility.
Our work is not merely about aesthetic production, but about bringing meaningful, beautiful solutions into the world that resonate on multiple levels.
As an (almost) seasoned art director, I've learned that the true power of design lies not just in the visual execution, but in the strategic narrative that surrounds it.
So that’s why this week I want to talk about the importance of framing.
From Tadao Ando In Search of Light exhibition, 2019
Framing is our strategic alchemy, transforming raw creative concepts into compelling, understandable narratives that drive action and inspire change.
Framing is more than a communication technique, it's a critical bridge between creative vision and stakeholder understanding.
Successful design communication transcends mere visual presentation. It's about crafting a compelling narrative that transforms abstract concepts into tangible, meaningful experiences. The most sophisticated designs are those that can be articulated with clarity, purpose, and emotional resonance.
There's no single definitive approach to framing. Professional designers leverage multiple communication strategies, often combined such as:
Conceptual naming or taglines
Concise descriptive statements
Curated short mood boards
Narrative storytelling
Metaphorical representations
Strategic frameworks
Compelling data points
The key is intuitive adaptation, selecting the most appropriate format for your specific audience and context.
An umbrella framework that I recently developed for a luxury client while building a creative concept that resonates with different brand segments. Are interested in paid content (presentations, miro boards, etc.) where I go in-depth into the conceptual framework of some of my creative concepts?
Understanding stakeholder psychology
Effective framing begins with deep empathy. Successful designers don't just present designs; they decode the underlying motivations of decision-makers.
This requires:
Identifying rational objectives
Recognizing emotional drivers
Connecting design solutions to broader organizational goals.
So you’ll need to find what motivates the people making decisions. The people we call “stakeholders” are just humans, and they have their hopes, fears, desires, and motivations. Find out what moves the needle for them (rationally and emotionally) and use that to frame your design presentations the next time you meet with them.
The art of “why” over “what”
Effective framing begins with a 'why' rather than a 'what.' Starting with a 'why' fuels the message with greater purpose, motivation, and strategic weight than framing that focuses solely on the product or service.
Additionally, the 'why' points to a broader project ecosystem, encompassing the brand, organization, stakeholders, long-term vision, and the project itself.
So framing is not just about the past, present, and future of your concept but it’s also about making your audience aware that your concept is based on a human-centric approach that everyone can relate to.
That’s why I think a good framing should not only be functional but most of the time should seek beauty and simplicity. Bring beauty into everything you put out in the world. That's not just our job as designers; that’s our responsibility as human beings.
So at this point, I think it’s easy to identify a few principles for an exhaustive framing.
Simplicity is sophistication
Communicate complex ideas with elegant brevity. Your narrative should be accessible to both technical experts and general audiences.
Emotional and rational alignment
Balance aesthetic beauty with pragmatic functionality. Design is a language that speaks to both intellect and emotion.
Strategic repetition
Reinforce key messages through deliberate, strategic iteration. First impressions matter, but sustained understanding comes through thoughtful emphasis.
Fountain of Palazzo Querini Stampalia in Venice by Carlo Scarpa
Mastering presentation
Stop describing what’s on the screen while going through your presentation. Instead, you should talk about how your concept will help your client/audience to reach a bigger goal.
Talk about what inspired you to arrive at that solution. Talk about anything other than giving people the unrewarding “real estate tour”, where you describe exactly what they already saw on screen.
Design the experience you want your audience to have.
Profound ideas frequently fail, not due to lack of merit but because of insufficient contextualization. Comprehensive framing mitigates misunderstandings and creates alignment, even when tactical details differ.
The conversation will be much easier when you get people to agree with your framing, even if they disagree with some of your tactical choices.
Ultimately, compelling design decisions emerge from two primary sources: rigorous data analysis or refined professional intuition, you can pick only one.
Ouch! is a weekly newsletter about creative empowerment and personal development proudly owned by Amsterdam-based art director and creative strategist Lucia Bertazzo.
Feel free to drop Lucia a DM on Instagram with any suggestion regarding art, design, or something that triggered your mind and deserves attention, or leave a comment here.
Want to chat? Email her at lbertazzo95@gmail.com
Stay hydrated, see you soon 🦖