Process
·
4 min read
Two directions, never three
Why I always present exactly two design routes, and how it makes decisions faster for founders.
Three options feel generous. In practice they produce a compromise that nobody loves: the colour from one, the type from another, the layout from the third.
Two routes, clearly different
I present two directions that answer the brief in genuinely different ways. One usually plays it closer to the category, the other pushes further. Both are shown on real mockups, never mood boards.
The result
Founders pick faster, and the refinement stage starts from a clear idea instead of a patchwork.
Written by Ines Halden
Brand and packaging designer, Lisbon