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.
We use After Effects for all of our video graphics. It’s a very versatile tool that allows anyone with a passing understanding of Photoshop or