How Small Changes Make A Big Difference
A common misconception of design is that all design is just doodling. When a logo or package design is requested, designers simply whip out their pencil, and in one fell swoop a happy sketch is born. Once rendered, it becomes a design. Many in-house designers (designers that work for non-design companies) face this bias on a daily basis.
Unfortunately, design is not that simple. Good design involves research – both of the who, as well as the what, why, and how best to reach the who; it involves brainstorming, which can include many iterations of a single idea; testing the idea on a sample of the audience; and, potentially, strategically stepping through the change in design to avoid shocking the customer / audience.
Here is an excellent TED talk to discuss this further.