Designretning

Designretning refers to the overarching direction that shapes the visual, interactive, and experiential aspects of a design project. It combines brand identity, user insights, and business goals to guide decisions across disciplines such as product design, graphic design, and UX. A clear designretning helps teams deliver a coherent user experience and a consistent brand perception.

Key elements typically included are the visual language (color palette, typography, imagery), interaction patterns and motion, information architecture, accessibility, tone of voice, and sustainability considerations. The direction is often documented in artifacts such as mood boards, a design brief, a style guide, and a design system.

Development usually begins with discovery work, including stakeholder interviews, user research, competitive analysis, and brand review. Findings are translated into a designretning that can be implemented by design and development teams, with room for iteration as needs evolve.

Governance ensures consistency over time. Regular reviews, updates to the style guide or design system, and clear ownership help maintain alignment with goals as products mature and markets change.

Designretning is distinct from trends, which describe short- to mid-term popular styles. The designretning should remain grounded in user needs and brand strategy while remaining adaptable to new technologies and contexts.