The Design Concept

A conceptual design is a creative problem solving strategy for making design decisions and for us all
decisions are design decisions. It is a process to help us get thinking outside that box that we have all
heard so much about. It is rooted in the fact that all of the choices that you make either support your
design, are neutral or detract from your design. Supporting, neutral or detracting are all legitimate as
long as they are done through reason and not by chance.

Think of a design concept as a tool that serves two separate functions. One, it provides others
(clients, colleagues, instructors, potential employers, etc.) with a glimpse into your initial thoughts
and vision for a design solution. Two, it provides you, the designer, with something to self evaluate
the appropriateness of your ideas. For example, as you go through the design development phase of
the project and you are considering finish selections, you can look at those materials critically by
asking whether or not they fit the concept. The same can be said for most any design decision. By
staying true to your concept, your design decisions lead to solid solutions that you can justify.

Before looking more specifically at what a concept is, let's look at what a concept is not.

▪ Not stylistic. Concepts do not reflect styles. Do not confuse the two. If you find yourself using
terms like formal, mid-century modern, historic, eclectic etc. then you are focused on style.

▪ Not thematic. Themes may exist in a design but they are typically more motif related. A
"circle theme" may relate to a motif that is used, but it is not a concept. A concept may or may
not hint at themes or motifs that may come through the in future design. A theme is a filter
layered on top of an existing concept. Themes are often superficial, and are often perceived as
unnecessary surface applications.

▪ Not descriptive of the solution. Concept statements are not descriptive about what the design
is or how it was achieved. They are not flowery prose (overuse of adjectives). The concept
cannot describe the design since it does not yet exist.

Design concepts are the big idea that drives the design of a project. Typically, concepts are somewhat
abstract and act as a metaphor for the designer's vision before making decisions for the project. It is
important to remember, that the concept comes before the design. It serves as a starting point that evokes
a psychological response.

In reference to the time worn statement “A picture is worth 1,000 words.” A concept image is much more
valuable than a concept statement and is a must to having a strong concept. That image can be found or,
even better, created.

Which offers more help in making design decisions?

“A building should dance along the skyline.”

or:
https://novembermagazine.wordpress.com/2016/01/10/bailamos/

Here are a couple of examples:

Example 1
Program
The design intent for a residence hall primarily for new college freshman.

Concept Image: Eggs

Concept Statement
“The egg is the perfect incubator. A place, organization, or environment that promotes the growth or
development of something while providing protection and nurturing."
 Here is how you would use the concept image to make a design choice:

Example 2
Program
The design intent for an office suite for a technology company.

Concept Image: Jellyfish

Concept Statement
“A buisness office is like a jellyfish, transparent, organic, connected, upwardly mobil ”
 Here is how you would use the concept image to make a design choice:

Concept Statements versus Design Statements.

A Design Statement would describe the project and how the concept is incorporated. In the example
above, a design statement might describe how the design is transparent:
“Transparency is achieved through open planning and visible distant views, allowing users to
immediately understand their place within the immediate space and the the space´s relationship to its
surroundings.”

Design statements talk about the solution, concept statements talk about the inspiration.

A concept is an image, actual and mental, that informs the designer on all decisions. WWCD? What
would the concept do?

What would the elements and principles of design look like to the concept?

Line of a jellyfish looks like….

Shape of a jellyfish looks like….

Space / Size of a jellyfish looks like….

Value of a jellyfish looks like….

Color of a jellyfish looks like….

Texture of a jellyfish looks like….

Unity of a jellyfish is expressed by….

 Harmony of a jellyfish is expressed by….

Balance of a jellyfish is expressed by….

Rhythm of a jellyfish is expressed by….

Contrast of a jellyfish is expressed by….

Dominance of a jellyfish is expressed by….

Gradation of a jellyfish is expressed by….

These foundational decisions influence and guide the design solution on the physical level. For our
‘jellyfish’ example they should impact things like:

The predominant line direction of enclosed space expressed through walls, ceilings, floors and
other elements.

Vertical emphasis vs. horizontal emphasis vs. angled/pitched orientation in walls.

Small defined spaces beside open space planning.

The space planning is primarily open for both functional reasons and also to impart a sense of
transparency to the environment. A series of progressive ceiling level changes is influenced in
shape by dome-like groupings. Predominant line in the space is vertical and high on the walls
subtly referencing the tendrils of the jellyfish.

The nature of massing within the space.

The nature of the style, shape, and form of interior elements Example: light scale vs. heavy scale
walls, furnishings, built-ins; rhythm of massing forms.

Textures. Example: Smooth vs. Highly textured or a mixture of textures. A mixture of shiny,
smooth, textured and translucent surfaces are represented, subtly evoking the jelly.

The nature of light. Example: Uplighting vs. dramatic Lighting placed overhead or a consistent
illumination level vs. lighting of deep contrasts and shadows. Predominant cool lamp color vs.
color- neutral or warm lamps.

Color and palette selections. Example: An analogous color scheme of saturated hues of blue and
violet. The analogous palette is composed of dark-value hues reflecting the variety of colors
found in nature within the cool tones. Colors as a whole are highly saturated.

Focal points, sight lines and features within the space. Example: A circular configuration for a
lobby; a room entrance flanked by thin columns. The lobby’s reception desk is emphasized
through the use of a curving soffit which also subtly delineates the waiting room area from the
circulation zone.

We infuse the components of the solution with the concept, letting the concept define the use of line,
form, materiality, color, and other elements within the interior architecture. Not all individual
elements in a solution will reference the concept. However, the essence of the overall project
should.

The advantage of designing from a concept image and statement is that the solution will be unified.
Choices that you make will have a “family resemblance” to one another. When solutions appear
‘scattered’ it is an indication that either they are not derived from a well conceived concept, or that
they have too many concepts to make sense and therefore become muddy.

Conceptual design lets designers defend their decisions by saying that “the concept tells me to do
xyz…” rather than justifying a decision by stating “Because I like it.” That is the difference between
being a professional designer and being a professional shopper.

Other statements that we use that are not concept statements

The Problem Statement

Problem statements are written so that designers can clarify for themselves and their clients that they
understand the nature of the design problem, its scope and its details. They are written before the actual
design gets underway, but after fact-gathering (programming) has been largely completed.

Example
The goal is to design a residence located at 1600 Pierce St. Lakewood, Colorado. The
project will address a solution for the public and private areas of the residence and will
exclude the adjoining guest house. The family desires an open plan and a formal
organization of spaces around a large focal fireplace. A warm color scheme and
sustainable materials will be used.

The Design Statement

A design statement is written after the project’s design has been completed. A design always changes
from the original intent, when the concept statement was written. It explains what actually happened,
especially any large changes that occurred and why. It should not seem to seem to brag or overly
market the success of the solution.

Example
The design solution succeeds in accommodating the hospital’s visitors through its
barrier-free details and incorporation of sustainable materials that reinforce the
company philosophy of ‘do no harm’. The clients’ existing furnishings were integrated
into the new design in the interest of conservation, and the hospital’s new graphics
program was reflected in the interior color palette. Due to the change in the building’s
site, the entrance was moved to the north side in order to be more convenient to the
parking area.