by: Design Translator

I have always liked to use the term “Strategy Visualization” as an activity for designers to solidify, by design, a company’s business strategy.

So recently, I was having a chat with my boss about getting some “visualizations” done for a design strategy by our client. My boss correctly pointed out to me that Designers should be “articulating” a strategy rather than “visualizing” one.

Think about it? There is actually a subtle difference between “visualization” and “articulation” and I also agree that “articulation of a strategy” is a much better application of what strategic designers do.

Before we go on, lets take a look at how defines “Visualize” as:

–verb (used with object)
2. to make visual or visible.
3. to form a mental image of.
4. to make perceptible to the mind or imagination.

and “Articulate” as:

–verb (used with object)
11. to give clarity or distinction to: to articulate a shape; to articulate an idea.

Do you see what I mean?

When we say we “visualize” something it seems to imply that designers just dream but do not get real. However if you say designers “articulate”, there is now an element of making things tangible with a level of precision.

This post is not so much an English lesson or a play of words, but it is a nice reminder of what we do.

Have a nice weekend friends!

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