Why is “Why” so Powerful?

The true value of a design education or any education for that matter is its ability to teach you not facts, but how to learn. For a graphic designer that means learning to ask “why.” Why is this design effective? Why is the headline in that typeface? Why did the designer choose to use a combination of red and purple? Asking why is the foundation of any successful critique, and explaining why is what forces designers to think critically about their work.

In an article entitled “10 ways to battle site bureaucracy” Paul Boag, explains how asking why is the most powerful and simple way to avoid opposition towards a design by clients. Paul lists three reasons “why” is powerful, (#9 in the list) to which I agree, and is why I wanted to support his advice.

It sets realistic expectations

Telling a client that their goals may not be realistic can leave them feeling that you are not capable. If you know that the client’s expectations are way out of whack, try asking questions that leads them to making that discovery on their own. When they finally come to the realization, be ready to offer alternate more realistic approaches. Not only will you avoid delivering something the client is unhappy with, you also make them feel like you included them in the process.

It forces thinking

Just like the child who repeatedly asks their parent why until the point of frustration, the act of asking forces the other party to stretch their comfort levels and come up with an appropriate answer. Continually asking why allows clients to question those things that they have just “always done that way” and allows the designer get past sacred cows.

It can demand accountability

Try asking a group of people why something wasn’t done, and you will see what I mean. If you are forced to work with a committee, this tactic can help you highlight an irresponsible individual in an indirect way. It will allow you to showcase an individual whose actions may be reflecting poorly on you without directly calling them out. This tactic should be with caution though, as it has the possibility of greatly angering the singled out member of the client team.

What has asking why helped you achieve?

I agree with Paul that asking why is one of the simplest and effective ways of fighting back against bureaucracy in design. What other ways has asking why helped you achieve better results for a project?