From Concept to Idea: Clarifying the Design Process

By Harry Mahler • November 2025

Designers often use the words “concept” and “idea” as if they mean the same thing. They don’t. Understanding the difference between them is essential to developing meaningful and innovative work.

A concept is the foundation — the underlying structure that gives a design purpose and direction. It defines the intent, frames the challenge, and sets the parameters for exploration. A concept connects the designer’s thinking to human needs and social context. It provides clarity — a statement of what the design is trying to achieve and why it matters.

Once a concept is established, it becomes a platform for generating ideas. These are the expressions, variations, and possible solutions that emerge from the concept. In other words, a good concept produces multiple ideas. It opens creative possibilities while keeping them aligned with purpose.

CONCEPT – Is a broad abstract idea or a guiding general principle, such as one that determines how a person or culture behaves, or how nature, reality, or events are perceived. 

IDEAS – are the design alternatives or suggestions of how the guiding principle (the concept) might be realized, or of possible ways in which it might be fulfilled.

BIG IDEA – is the final design direction selected from a series of ideations and prototypes based on the initial concept.

This is an important distinction. Without a concept, ideas tend to drift — they can be clever, interesting, or even beautiful, but they often lack depth or connection to real needs. A clear concept gives direction to imagination. It helps designers explore broadly without losing focus.

Too often, designers start with an idea and attempt to fit it to the problem. But effective design begins with understanding — with a well-defined concept that gives the work integrity and coherence. Once that framework is in place, ideas can multiply freely. They can take different forms, serve different audiences, or express different materials — yet remain connected to the same core vision.

In this sense, a concept is not a limitation; it’s a creative catalyst. It organizes the design process, ensuring that every idea generated contributes to a larger purpose. When teams work from a shared concept, collaboration becomes easier, and the results are more unified.

COMFORT is the CONCEPT:

For example, if you want to design a very comfortable piece of furniture. How you achieve comfort is the ideas; the final design direction or big idea is the specific way, in which, individually or in combination, that you fulfill the concept of comfort.

In the age of AI, this distinction becomes even more critical. Generative tools can produce endless ideas — variations of forms, images, layouts, or text — in seconds. But they cannot define meaning or intent. They can’t set a direction or express values. That remains the designer’s role: to establish the concept, to determine what matters, and to guide the exploration toward relevance and clarity.

Design thrives at the intersection of imagination and intention. A strong concept provides imagination with something to build upon. Ideas then become more than creative exercises — they become purposeful responses to real challenges.

WHY is the Concept or Strategy

WHO describes the Customer or User

WHAT defines the expected Outcome

HOW is the Idea or Tactics

Designers should remind themselves, and those they work with, that ideas are many, but good concepts are rare. The concept is what unites them, focuses them, and ultimately gives design its depth and purpose.

About Harry Mahler

Harry Mahler is a retired design educator, practicing designer, and founder of the Canadian Design Network. With years of experience in teaching and design, he now focuses on supporting and celebrating Canada’s design community through CDN.