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I’ve recently found myself writing more & more design rationales. And so I am reiterating the importance of such. You see, earlier in my career I didn’t put much value on rationales. Maybe it was because of the quality of the ones that I had been subjected to. But I now realize the potential. Regardless of how experienced the account exec may be, I believe it is vital for the client to hear the designer’s thought process and reasoning. I have found that it can mean the difference between a beautiful project and one that spirals wildly out of control. A thoughtful, expressive rationale even helps fend off pesky, scope-creep-induced rounds of revisions.
So the next time you are tasked with writing a design rationale, embrace it. Think of it as your chance as a creative professional to show off your expertise.

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Photo of Current360 Associate Creative Director Robert Womack

Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.