All successful design is rooted in something other than aesthetic. Visual choices are educated by traits embodied by that design’s origin. If a brand desires a design, if person desires a personal site - that brand or that person's traits, values and human characteristics should show through the design and should be a starting point of the design.
Just as a musician or a visual artist strives to find their own voice and imbue their work with this voice, a designer must attempt to understand and bring out their own or a brand’s voice. It’s hard work because part of understanding a voice entails self awareness and emotional awareness. Just as it is a challenge for any artist or human to understand themself, it is a challenge for any business or human to understand what their authentic voice looks like. Sometimes a redesign or brand identity and concept entails the emotional work of understanding what a brand values and what their own voice is. At times, a designer must spearhead this work, taking on a psychological and emotional role where that authentic voice is understood through dialogue and guided introspection.
It is only when a voice is understood conceptually that it can begin to be created visually.
art and aesthetic and user-centered and human-centered. functional and intuitive and elegant. design is not art and art is not design. but sometimes they are each other. design is about the user experience but art is about the experience. they are about experience but they are not the same. one is solving a problem and the other exists for the sake of itself. but it also has a purpose. ?. art has a purpose but does not solve a problem. art and design. typographic art and typography within design. user experience and human experience.
sometimes it makes sense sometimes it doesn't.
sometimes it matters to understand which one I am. which one I practice or maybe whether I practice one at all. but sometimes it doesn't matter. so maybe it never makes sense, it just sometimes matters and sometimes it doesn't.