What are you really saying? Using conceptual design to communicate ideas

Every great design starts with a story. Conceptual design gives that story meaning: it shapes the message behind every creative decision. How exactly? Let's take a closer look at what conceptual design means.

Understanding conceptual design: definition and importance

Conceptual design is the initial phase of the design process that focuses on the core vision of a project. This phase is about setting the creative direction before any visuals are created. It includes identifying the main message, choosing a tone, exploring themes, and imagining how the design might function. It lies at the heart of every design discipline. 

A fashion designer often starts by researching a theme or era before drawing sketches. Similarly, a conceptual graphic designer might begin by exploring the emotion behind a print ad. While one works with textiles and the other with printed media, both rely on conceptual design to communicate their projects visually. 

Conceptual design builds a canvas for creative direction. It sets the tone and ensures your message isn't lost in execution.

Conceptual design vs. product design: what’s the difference?

Conceptual design focuses on the "what" and "why" of a project—the idea, the purpose, and the message—and often results in speculative sketches or narratives that inspire direction. Product design follows with the "how" and translates those ideas into tangible outcomes. It involves detailed problem-solving, user research, prototyping, and interface design to ensure the product works smoothly, looks coherent, and solves actual user needs.

Apple comes up with great product designs because it starts with strong concepts. The 1984 Macintosh wasn’t the first personal computer or the first with a graphical interface, but it was the first to present these elements as a balanced product. The balance was possible because it was envisioned as a concept first.

Benefits of conceptual design

We've defined what conceptual design is. Now let's talk about what it brings to the table.

The main benefit of creating a concept is focus. You toss aside anything that doesn’t serve the core idea. This makes it easier to stay on message and avoid distractions, both in visuals and in meaning.

A clear concept also keeps the project consistent. From layout to tone, every choice supports the same message. This makes the design feel intentional, not random. For example, in a campaign for a sustainable fashion brand, conceptualization in graphic design might involve using earthy tones for ads to reinforce the core idea.

Another benefit is confidence. As graphic design professor Petrula Vrontikis puts it, “Practice safe design: use a concept.” A strong concept gives you something to fall back on. It keeps things from going off track.

Conceptual design keeps everyone on the same page. Copywriters, designers, and clients know what the work is trying to say. As highlighted in Readymag's article on presenting design concepts, designers who articulate their concepts clearly build a more trusting relationship with clients.

The conceptual design process: essential stages

Definition

The first stage in conceptual design is defining the idea. What are you trying to say? Why does this matter? It can be difficult to find the right idea and cast aside other thoughts. To focus, try techniques like mind mapping, moodboarding, or writing a one-sentence concept statement. 

You may also want to draw inspiration from art. Conceptual art and graphic design conceptualization aren't that different. Both aim to express meaning through form. Looking at how artists strip ideas down to their essence can help you clarify your own message and find a visual language that supports it. 

Research

Once you’ve got a rough idea, it’s time to ground it and do some research that might include analyzing the market, looking into competitors, and understanding your audience, their needs, habits, and even demographics. What the research looks like in your case depends on your design discipline and whether the project is commercial or personal. 

A branding project calls for audience insights and market trends, while a personal piece might begin by exploring cultural references or artists that inspire you. No matter the type of work, research gives your concept direction.

For example, in web design, you should explore competitors' websites and read testimonials as part of your research. If you're unsure how to begin, Readymag’s guide on building a website from scratch walks you through defining a clear concept before moving into design.

Visual ideation

This stage is all about experimentation. The goal is to turn an abstract idea into a form that others can understand. You can do that by creating rough sketches or wireframes. 

For example, if you're designing a homepage, try out different arrangements for the header, navigation, and featured content. Once you have a couple of promising sketches, refine them into more detailed mockups. 

During this phase, you’ll let go of some ideas. Seeing your concept visualized helps you figure out what works and what needs changes. Don't be afraid to experiment. If you want to learn how experimenting can improve your design process, check out Readymag’s article on experimenting with design.

Implementing conceptual design in your projects

Here’s some general advice on how to effectively turn your conceptual design into your projects:

• A strong concept doesn’t need to be complicated. Focus on key elements that best communicate your concept. Features and refinements should come later.
• Explore how other artists communicate their vision. Readymag offers a wealth of inspiring examples you can draw from. 
• Once your concept feels solid, start giving it a structure. This means moving into sketches, wireframes or, for example, a rough website prototype. You also can use Readymag and jump straight into building layouts.
• Make sure your concept adapts to the medium you’re working with. For instance, web design concepts might need more interactivity, while print designs might rely more heavily on typography.
• Keep the user in mind. Does your design make it easy for other people to engage with your core message? Is it clear enough? These are the questions you need to answer first.
• Test and iterate. If possible, have a brainstorm with other designers and stakeholders. After testing, circle back to your core idea. What’s changed? Is the message still clear? Reflect on that.

Creating a concept is no small feat. But it's also the most liberating phase of the design process. This is the time to play with different directions and let your creativity roam free—and once you’ve defined your concept, everything else falls into place naturally.