Design in Translation
On presenting design work as impactful and valuable to the business.
Have you ever found yourself in a conversation where you could follow the other person, but it was clear they had some difficulty understanding you? This common scenario finds an intriguing parallel in the field of language studies, where it’s known as ‘asymmetric intelligibility.’ This concept describes situations where two language groups can communicate to some extent, yet one group struggles more to understand the other. But what’s the connection to design and business language?
In Nigeria, for example, languages like Itsekiri have evolved from older, more established languages like Yoruba. This creates a fascinating analogy — Itsekiri speakers can decipher Yoruba more readily than the other way around. Similarly, designers may find that their creative output is generally valued within their organizations, yet they face difficulties when trying to bridge the communication gap with decision-makers who speak in terms of metrics, revenue, and risk.
To address this challenge, designers should aim for proficiency in the ‘language of business.’ While design language is our daily medium, presenting our work to business stakeholders requires us to be fluent in their language. This fluency empowers designers to convey the impact and value of their work effectively.
In a nutshell, the concept of “asymmetric intelligibility” helps to mirror the disconnect between designers and business stakeholders. Just as two language groups can struggle to understand each other, designers and business leaders often speak different “languages.” Becoming fluent in the language of business is the bridge that enables us as designers to effectively communicate the significance of our work and improve collaboration to achieve shared goals with stakeholders.
