When I look back at my interior design projects, there is one driving force behind each of them, no matter the size, scope, or budget. That driving force? Well, it’s the design concept of course! Let’s step back and take a beat to first define what a concept actually is.
/ˈkänˌsept/ (noun). 1. an abstract idea: a general notion 2. a directly conceived or intuited object of thought
Ok, simple enough I think. While defining the term was necessary, how does the concept inform an interior design project? Well, I’m glad you asked. The development of an interior design concept requires you to look beyond paint colors, furniture and flooring, where you’re actually defining the elements that make up a design and understanding what message a space is trying to convey. It is the art of bringing an idea to reality, and at its best, an interior design concept is a visual theme that strategically evokes a specific mood by using color, space and style in tandem.
Most successful interior designers typically have a concept behind their design. Even if you can’t see it, most designers create concepts before they design a space. An interior design concept is the central theme that all design elements are focused upon. Existing as an idea first, that is then brought to reality through careful planning. Interior designers are problem solvers, thus, a concept will provide them with the direction they need to make design decisions.
Given all of the above, there are four types of concepts:
Allow me to dive a little deeper into each of these.
(think: function)- Social concepts are when you are inspired by social aspects or connections and linking an idea from a foundation of keywords or visual cues that potentially affect a concept.
I know what you’re thinking… “give me an example.” I like to think of things we may come in contact with in our everyday lives, for example, a strawberry. When you think of a strawberry, some words that may come to mind include, fruit, berry, seeds, red, etc. If you look at the image below, the center column of a strawberry connects to all of the different parts of the strawberry. There is an interesting shape and form, all built around functionality and circulation of how the different parts of the fruit function together. If you look at the shape, it’s quite organic, the grooves where the seeds lay, the stem and the flesh. The way you can apply such a concept is by creating a layout that mimics that very same inspiration, or pulling from the repetition of the seeds, groupings, seating layouts, etc.
(think: form)- To observe the beauty of a shape or object that relates to your potential concept, abstract it, then use the form (which follows function) to emphasize certain characteristics.
Most interior designers use aesthetics as the main foundation for creating a concept for their projects. Here you observe the beauty of a shape or anything that inspires you. This can be applied anywhere from walls and textiles, any type of detail, etc.
(think: behavior and feeling)- How your concept could affect people psychologically (how it affects human behavior and feelings). This can affect how people interact within a space, use a space, or even feel in a space. Think of the psychology behind colors, shapes, arrangements, etc.
I love this concept type (it may or may not have anything to do with my degree in psychology) because I enjoy exploring the deeper meanings of things and human interaction. I also love to incorporate as many of the 5 senses that I can into my design concepts. For example, let’s look at the meaning and psychology around a shape like the square. If you create your design around a square, either as a feature or a social situation (like sitting at a square kitchen table). If we think deeper than just colors and furniture we can extract other words that are associated with “square” think about how you intend for people to feel within a space, or interact.
just a few words associated with “square”
straight
close
form
conservative
forum
mathematics
measure
building
courtyard
marketplace
…and more
This is simply a mix of two or all three of the previous concepts. This is actually my favorite because I can pull elements from all three if I choose.
Allow me to pivot for a sec….
I want you to keep in mind that there is no one formula to generate an interior design idea. Different designers go through concept development in their own individual way. Most times clients know what they want to see, but may not be able to convey everything. This is where the data gathering comes into play, where you get to know your client, understand their style, speak their language, understand their pain points, all of it. It helps to not only assess the space that is in need of a redesign or refresh but to ask the right questions that will inform your design decisions as well. Typically this is done through a questionnaire of some sort and a client interview, allowing you to gather as much data as possible. It is after this step that the designer will create a concept board or sheet.
Ok, now let’s get back on track.
Brainstorm, inspiration, psychological linking- When brainstorming I like to think of word associations. This can be challenging at times, so it helps me to think about the space to be designed and the behaviors associated with that space. For example, kitchen- cooking, gathering, cleaning, etc.
Analysis- Cues from the client interview and questionnaire, certain key words, emotions, posture, pain points, likes, dislikes, etc.
Mood boards & sketches- pulling images together (remember the different concept types here) for visual representation. You can do this via Pinterest Magazines, Google searched, taking your own inspiration photos, drawing, sketching, etc.
Application of concept- your concept should be rather abstract, simplified, useful and clear to you
Form follows function
Less is more do not make it too obvious the concept is for XYZ space, be subtle about it
The more concepts you generate the better you’ll become
Don’t overthink the process
Refer back to your concept board for inspiration through the project
The concepts below are for a kitchen refresh for a client. In this particular project, we’re not making any structural changes to the overall kitchen layout. We are revamping the existing cabinetry, updating the countertops, adding cabinet door and drawer pulls, fireplace buildout (yupp, in the kitchen), building banquette seating, new light fixtures, sink, etc. My clients (husband and wife) completed their questionnaire, prior to that we had our in home consultation, the clients shared inspiration imagery with me. Something I kept in mind during the creation of the concepts was that my client (wife) struggles with abstract representations of how the space will feel, look, etc. just by looking at concept images. Given this, I made sure to include some imagery of actual FFE (furniture, fixtures, equipment) so that she could have a better idea of the space, prefacing this with a reminder that FFE seen on the concept boards do not necessarily represent the exact ones they will get.
I presented the three concept boards below to my clients.
My clients immediately responded to this one with an “aaah” Wife client said the images made her feel calm, specifically the lower right image. Now, do I specifically know what that image is? Nope, but I knew that it would evoke a feeling, the layers and movement indicates that something is happening, it is also very feminine in nature. Like I mentioned before, I typically do not include this many images of FFE, but for this particular client, it helped convey the concept even more. It’s very light and welcoming, you want to actually be in your kitchen, you love the way you feel when you’re in there, and there is some texture, light penetrating, etc. The muted color palette is a bit more subdued. In addition to the lower right image, they also really likes the image of the drawer pull and the geometric image right next to it. I’d call this one a winner… but there are two more I presented to them.
Below is the second concept I presented. This one is high on glam, moody and sophisticated. Still incorporating visual interest that may show up in the space. They loved the light fixtures, the geometric fluted wood image and the image of what could possibly be a countertop finish (second to the left upper image). Now, while there were aspects of this concept that they loved, overall it was not the complete feel they wanted in their kitchen. Let’s take a look at the third concept.
So, I typically only present my clients with two concept boards per space, but I already knew that they would need to see something a little… mmm… MORE! This concept they both absolutely loved, why? Because it was a combination of the other two concepts. I created this one very intentionally, knowing that there were aspects from the first and second image that they would really gravitate towards. They both really loved the upper second to right image. The juxtaposition of the solid, what looks a bit like concrete, with the shiny gold finish. The image of the clouds was another stunner for the wife, she couldn’t quite put her finger on why she loved it so much, but I could imagine that it evoked a similar feeling as the lower right image in the first concept board. Again, a lot of FFE in this board, but a nice combination of imagery that still reflects the possibilities of their kitchen. They also really liked the image of the fluted wood dowels.
So where did we leave off you ask? Well, they liked the first and third concepts, so I will be pulling elements from the both of them to inform my design approach and solutions to their kitchen.
And that’s it for concepts, y’all! Again here’s a few things to keep in mind when generating a concept board for your clients or even for yourself for home projects!
Have fun, don’t overthink it, less is more, and always refer back to your concept board for inspiration, that’s why you created it I look forward to hearing your thoughts on how you think I did visually with these concepts, and I also look forward to you sharing your concept boards with me. If you need some guidance and inspiration, don’t hesitate to give me a shout! If you are interested in working with me for your project, you can always give me a shout here!
Until next time,
Mary Williams
