Design should be evidence-based, not decorative
The O'Gradys argue that good design decisions rest on research into audience, market, and context rather than personal taste. Research turns subjective preference into defensible strategy.
A Designer's Research Manual, 2nd edition, Updated and Expanded: Succeed in design by knowing your clients and understanding what they really need
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Primary and secondary research methods
The manual maps qualitative and quantitative tools, from interviews and surveys to literature review, and when each applies. Designers choose methods to fit the question and budget.
Understand what clients actually need
The book stresses uncovering the underlying problem behind a client's stated request before designing. Discovery reframes vague briefs into solvable design problems.