Comparison and contrast are essential to our careers. We’ve learned how to use them effectively to get the best results for our clients. Harmony is important in a design scheme, but use too much of the same and we end up creating a boring, monotonous space.
Homeowners compare similar products or services to help them make informed decisions. This enhances their lifestyle within their budget. We need to do the same.
In design school, I learned that contrast adds visual interest to make interiors striking and dynamic. We achieve contrast by placing two or more elements with opposing characteristics together in a space. We use various design aspects, such as color, shape, size, material, texture or style to achieve desired results.
“Love it or hate it, research is necessary for a positive reputation, to be known as a knowledgeable designer.”
Our careers in design and planning include research for every project. Love it or hate it, research is necessary for a positive reputation, to be known as a knowledgeable designer. So, the question becomes, how can we do research to achieve results in the least amount of time?
Wikipedia defines research: “Creative and systematic work undertaken to increase the stock of knowledge.” The primary purposes of research are discovery, documentation and interpretation, and using comparison and contrast to help our clients achieve their goals. All research includes:
Clear Objectives: You need to know what information you’re seeking. A good research question will be precise, applicable and valuable.
Proper Representation: Research findings depend on the reliability of the information. Ensure that appropriate variables are represented, such as the type of product, comparative dimensions, finishes, availability and price.
Time Availability: Make sure you have time to study the issue, collect data and analyze your findings. One disadvantage of online research is wasting time. I use a timer with a loud bell to tell me when I have to stop.
Do you remember what life was like before the internet and Google? If you don’t, you’re lucky, because you’ve grown up with marvelous tools that you may take for granted. We relied on hard copies of literature provided by manufacturers. Because printing costs were high, the information didn’t get updated regularly, which often led to jobsite problems.
The Journey Began in 12 B.I.G.
Join me on a journey of my success story and how I used comparison and contrast to help my clients. It started in 1984, what I’m calling 12 years B.I.G. – Before the Internet and Google.
Every month, I read several trade magazines, including Kitchen & Bath Design News, cover to cover. I filled out the request cards for product information. This caused an avalanche of large envelopes that arrived every month. My excitement turned to dread, knowing the work that lay ahead for me.
I transformed one room of my office into a reference library. I filled the room with floor-to- ceiling bookshelves with white 3-ring binders where I stored the product literature. Furthermore, I labeled each binder with appropriate names, such as Appliances, with dividers. Once a week, I’d create crisscrossed stacks of literature on a small table in the middle of the reference room. Then I hole-punched each brochure before placing it in a binder.
It was an overwhelming task to organize the information, but necessary so that I could retrieve and share it. Maintaining the library was important, but it led to unbillable hours. I paid an assistant to do this, so I could focus on working with clients and creating hand-drawn design plans. My assistant developed a helpful cross-reference to organize product information for easy retrieval.
Having the information helped my clients make informed decisions. Before bringing literature to a client meeting, I’d get specific information about availability and price. I’d bring the literature to a meeting, so clients could look at the brochures. This became a problem because they never returned the brochures, which resulted in binders filled with bright “filler” pages where product information should have been.
I tried to scan and print copies of brochures but stopped when I realized how much paper and ink I wasted on “freebie” client handouts. When I invoiced clients for paper and ink, they often complained about the charges. Ordering many copies of product literature didn’t work, either. I didn’t have a crystal ball to predict what information to keep and what to throw away. Storage problems multiplied exponentially.
This system continued for nine years and cost thousands of dollars. I didn’t realize that I could have used my library as a sales tool, a competitive edge for product knowledge.
Life-Changing Connectivity
Imagine my relief when online research tools became available! I was an early adopter of the internet in 1996. I had an unlimited searching ability, which developers of the internet promised. Manufacturers realized the possibilities for marketing with websites that created valuable exposure. Four years later, Google became a powerhouse for searching. This presented a major opportunity for me. I abandoned the physical library and switched to online research and information-sharing with my clients.
I transitioned from hard copies to paperless references. I could send links to my clients so they could see what I recommended for their unique projects. Furthermore, I could store information in their virtual files. But this presented a new problem: how to store information electronically so it would be available to future clients. I developed a system for filing and storage and created a cross-reference system. Because many manufacturers provide many categories, I include them in different areas.
It’s easy to go down the product research rabbit hole, especially now with so much information available from varied sources. Information overload! I’ve discovered that I have to be more selective about research. If a product piques my interest, I have to be more discerning about information if it’s not pertinent to a current project.
My new system makes it easy to research, file and send links to my clients in email messages. I developed a virtual filing system with subfiles for product information. Saving time, my business became more profitable.
Conclusion
Product research is now totally enjoyable, with tools that are easy to use. Contrast and comparison are now dominated by enjoyable tasks. That includes the preparation of virtual plans, elevations, perspectives and spreadsheets to help my clients to achieve their goals. A.I.G. is a distinct improvement over B.I.G. Wow!
Diane Plesset, CMKBD, CAPS, NCIDQ is the principal of D.P. Design in Oregon City, OR and has over 35 years of experience as a kitchen and bath designer. She is the author of the award-winning book, The Survival Guide: Home Remodeling, and is the recipient of numerous design awards. Named a 2019 KBDN Innovator, Plesset has taught Western design to students of the Machida Academy in Japan and has a podcast, “Today’s Home.”