the most important part of design is not design

Personify Shop's new branding on their product tag!

I run into this in my own work daily. I do my best to create wonderful designs that keep audiences engaged. Designs that spark connection and inspire action. 

But - the most important part of my job is not my design.

It's what that the design does.

When we design a logo, the most important thing is getting that logo on a business card / on your website / on your sales sheet / on your email header / on your product tag so you can go do the work with confidence.

When we design a line sheet, the most important thing is getting that line sheet printed, packed in a box with samples and in the mail to your retail stores.

When we design an annual report, the most important thing is getting that annual report into your donor's hands to show them how their money made an impact.

We could spend hours agonizing over the smallest things together, but that font/kerning/color/layout/extra revision is not the most important thing. 

Good designers facilitate forward momentum, while easing doubt and uncertainty. 

Hitting send, mailing it out, passing it along - those are the most important things. Don't forget that!