How To Write A Creative Rationale

Tips on how to write the who, what, where and why for your pattern solution.

When designers nowadays their work, they don't simply put it in front end of the client and wait for a reaction; they provide a rationale that explains how the blueprint solution answers the brief. The rationale tin can take dissimilar forms, from a simple verbal explanation to an interactive on-screen presentation that leads the client through the thinking and the development process to the solution.

A well-written blueprint rationale tin be invaluable in explaining how your blueprint solution satisfies the brief. Choices that y'all have made, even those not immediately obvious to the customer, can be explained, helping to show the clarity of your thinking, the benefits of your solution, and ultimately to assistance sell your idea.

For students, written rationales are often required as projection deliverables, merely they tin can also be useful for organizing your thoughts before classroom presentations or putting together case histories of projects for print or online portfolios. When writing your rationale it's always helpful to have access to some visual documentation of your design process – from your initial sketches onwards – particularly for case histories. Continue those sketchbooks!

Some things to keep in mind when writing your rationale are:

At the top of the page, at the very minimum land the proper noun of the client and the proper name of the project. It'due south sometimes also helpful to provide a short summary of the cursory.
Keep your writing to the bespeak – one page is usually long enough.
Start past explaining the overall concept of your design – what is information technology, who is information technology for (audience) and in what context will information technology be used? Then get into details, giving reasons for the design decisions that you've made.
Remember – it'south a rationale (requiring the reasons or logic behind your decisions), not a description. Don't but say what you've done – explicate why y'all've done it, referring back to the creative brief, the audition, your inquiry, and the information that is to be communicated.
Don't admit to arbitrary controlling or say that you used a particular colour/font/technique just because yous like it. Every choice you've made should be relevant to the cursory. What effect does the colour/font/technique have? What does it communicate? If it'southward not relevant, don't mention it.
Keep your reasoning honest. It's like shooting fish in a barrel to spot convoluted later on-the-fact rationalizations that sometimes stretch believability.
Don't focus on your process or on approaches you rejected unless they provide an explanation for the terminal work – and don't mention what you lot would have done if you'd had two more weeks to work on information technology. It'southward fourth dimension to nowadays your work, and y'all should practice so with every bit much confidence equally possible.
Don't pass judgment on your own work, whether positive or negative. It'due south necessary to say why and how it satisfies the brief, but nobody wants to read: "this solution is amazing" (nosotros'll brand upward our own minds, thank you) or: "this isn't my best piece of work" (this volition non become you far in the real world).
Aim for clarity and readability in the pattern and typography. Use headings (and sub-headings if necessary) and split your writing into paragraphs. Don't over-design the folio!
This should get without proverb, but use adept grammar and spell check before yous print. It can be helpful to enable dynamic spelling in InDesign (InDesign > Preferences > Spelling). And don't forget the "e" on the cease of the word "rationale"!

A useful guide for writing the rationales for submissions for DesCan Scholarships

Ballad Aitken MPub CDP, Co-Coordinator IDEA Programme, Capilano University, North Vancouver

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