Reading Between the Shades: A Designer’s Perspective on Research

When I first dipped my toes into design research, as a design student there were all these big, lofty concepts floating around. We’d talk about things like getting rid of our biases, diving deep into the subconscious mind of users, and trying to figure out how to influence long-term behavior change. As a student, they felt like abstract ideas almost like philosophical discussions. I had a vague understanding, a lot of curiosity, but no real grasp of how all these things connected to the work I’d eventually be doing.

I was fascinated by behavioral economics and psychology. The idea of uncovering those unarticulated desires, that drive decisions really intrigued me. So, I spent a lot of time reading up on it. It all seemed so far-reaching, like there was this hidden world of human behavior, just out of reach, waiting to be understood. 

Fast forward a decade or so, and I find myself deep into the nuances of design research,  And what I’ve come to understand is that the power of design research, especially the use of projective techniques is a game changer.

Projective techniques have long been a part of traditional research, especially in anthropology and psychology. However, their role in design research takes on a unique form. When you ask a participant to interpret an image or project their feelings, you’re not just uncovering stories, you’re tapping into deeper, often subconscious motivations. A designer doesn’t just see a picture. They notice how the lighting affects the mood, how textures convey a sense of comfort or unease. Every detail holds significance.

While participants may not always be able to articulate their emotional responses, a designer's understanding of color theory, texture, and visual dynamics allows them to read between the lines.

What might seem like a simple reaction "This feels good" or "I like this color"can reveal much more when viewed through the lens of design expertise. Perhaps the texture is too rough, the colors don’t quite harmonize, or the shapes feel too sharp. These subtle cues, often unnoticed in conversation, lead to insights that direct the design process.

The true value of design research lies in its ability to reveal the emotional and subconscious drivers behind user behavior. What sets design research apart is the unique lens through which designers view the world. While traditional researchers may overlook the subtleties of design elements such as textures, colors, materials, finishes, and forms designers have the expertise to not only notice these details but also interpret the meanings they carry. These nuances are often the key to unlocking deeper insights. It’s this ability to connect the dots between emotion, cognition, and design that gives design research its edge in product innovation and development.

By tapping into these insights, design research doesn’t just inform better products; it drives meaningful connections with users. As a designer, I’ve come to see how this approach can shape products that not only meet functional needs but truly resonate on a deeper, more personal level. And it’s this distinct perspective, the design lens, that continues to fuel my passion for the work—because it reveals a world of potential that traditional methods often miss.