I am in a situation where I need to evaluate some people (non-designers) based on how much they value great visual design.

This is in the context of company branding, software product aesthetic & experience.

To be clear, my question is not about assessing someone's taste, or their innate ability to recognize good design, its about assessing whether they agree that its important to have good design.

For example, a CEO candidate might have absolutely no design skills and only layperson design knowledge, but their past actions demonstrate that they recognize the importance of design. Perhaps they have hired a Creative Director and empowered her/his team within the company. Perhaps they have repeatedly engaged with reputable design firms on major initiatives.

What questions can be asked? What observations can be made?

  • 1
    It's impossible for us to suggest questions or observations without knowing your exact purpose and desired outcome. As such I'm voting to close this question as unclear – Zach Saucier Dec 8 '15 at 16:22
  • Zach - I am evaluating potential co-founders for a software company. I want design to be an important part of the company's culture. My purpose is to evaluate individuals to know if they share these values. – user76691 Dec 8 '15 at 17:07
  • So you want to partner with a non-designer (and you seem to also be a non-designer yourself) and want to know how to evaluate how they value the importance of design? – go-junta Dec 8 '15 at 19:00
  • @go-junta Exactly, yes. – user76691 Dec 8 '15 at 22:19
  • You could ask "how much do you appreciate good graphic and user experience design?" – DA01 Dec 9 '15 at 4:53

Here's two approaches you might be able to take something from:

The direct:

You're given a $100,000 budget that needs to be split between marketing and product development. How do you allocate the funds and where do you see those funds going within each sector?

The less direct:

(find a few companies that you feel value design)

Here are some successful companies. What features and differentials do you feel helps them stand out from their competition?

If they mention design at all in the budget or in what separates companies from their competition than you've got your answer.


If you are asking common people, ask common questions.

  • What of these two do you like the most?

  • Which one looks more ___________?

  • Which one would you buy?

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