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Personal Bias In Creative Design: The Risk Is Clear
Personal bias refers to an individual’s preconceived notions and opinions that can influence their decision-making process. In creative design, personal bias can manifest in a variety of ways, from the selection of colours and typography to the choice of imagery and messaging. While bias is an inherent part of human nature, it is important for designers to be aware of and actively work to mitigate its impact on their work. To add some context and flavour to this important subject, we’ve sought some input from Cortex Design’s Creative Director, Kevin Armour and a few of his design team members.
How Personal Bias Manifests Itself
Imagery / Messaging
One of the main ways that personal bias can manifest in creative design is through the selection of imagery and messaging. Designers may unconsciously choose imagery or language that reinforces stereotypes or perpetuates harmful narratives. For example, a designer may choose to use a stock photo of a white, able-bodied, cisgender, heterosexual couple for a family-focused campaign, even though this does not accurately represent the diversity of families in today’s society. This can lead to a lack of representation and inclusivity in design, which can be damaging to marginalized communities.
“Growing up in Japan and being French, living in Canada is giving me a different perspective on cultural habits. What seems normal to Europeans might be very odd for North Americans and even more for Asians. We always have to remind ourselves who is the end user we are designing for.”
Colour and Typography
Another way that personal bias can manifest in creative design is through the use of colour and typography. Designers may unconsciously choose colours and typefaces that align with their own personal preferences, even if they are not the best choices for the project at hand. For example, a designer may choose to use a bright, bold colour palette for a campaign targeting older adults, even though this may not be the most appropriate choice for this demographic. Similarly, a designer may choose a modern, minimalist typeface for a campaign targeting a more traditional audience, even though this may not be the most appropriate choice for this demographic.
“One of the personal challenges I’ve faced as I progress in my career is the ability to take myself out of the designs that I create. As designers, we’re hungry to build what looks and feels best to us as individuals. But there’s a big difference between adding your own personal artistic flare, and designing as if you are the target audience.”
Problem Solving and Decision Making
Personal bias can also manifest in the way that designers approach problem-solving and decision-making. For example, a designer may be more likely to consider a solution that aligns with their own personal beliefs and values, even if it is not the best solution for the project at hand. This can lead to a lack of objectivity and critical thinking in the design process, which can result in suboptimal design solutions.
“For these reasons we perform in depth ethnographic, and voice of consumer research early in the development process to build out a robust user requirements document giving the team a framework to validate solutions against. During this process we are conscious of the information source(s) and the types of bias they may have, depending on the primary user group a critical lens is applied when synthesizing findings to reduce bias.”
Cultural References and Symbolism
Another way that personal bias can manifest in creative design is through the use of cultural references and symbolism. Designers may unconsciously use cultural references and symbolism that align with their own cultural background and experiences, even if they are not the best choices for the project at hand. For example, a designer may use a symbol from their own culture in a campaign targeting a different culture, even though this may not be the most appropriate choice for this demographic.
“Our ideas are not our own, they build on a communal experience where context is important. We can’t design in a vacuum and If we don’t stop to question where our ideas come from we risk alienating our audience.”
User Research and Testing
Personal bias can also manifest in the way that designers approach user research and testing. For example, a designer may be more likely to rely on their own personal experiences and biases when conducting user research and testing, rather than taking an objective and systematic approach. This can lead to a lack of understanding and empathy for the user, which can result in suboptimal design solutions.
The Risk of Personal Bias Within Creative Design
There are negative consequences for both the design profession and the people who interact with the design. In particular, it can lead to a lack of representation and inclusivity in design, which can be damaging to marginalized communities. It can also lead to suboptimal design solutions that do not meet the needs of the user.
“It’s critical to engage the full spectrum of end users at all stages of the design process. Designers should never make decisions based on their opinions, all decisions should be rooted in findings and facts. It’s these insights that are provided by end users that make any design successful and is one of the first steps in removing bias.”
Mitigating The Risk
There are ways to mitigate the risk of personal bias within creative design. One way is to actively work to increase diversity and inclusivity within the design profession. This can be done by encouraging diversity in hiring practices, providing training and education on diversity and inclusivity, and creating a culture of openness and respect within the design community.
Another way to mitigate the risk of personal bias within creative design is to actively work to increase objectivity and critical thinking in the design process. This can be done by encouraging designers to approach problems and decisions with a critical and objective mindset, and providing training.
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