Marketing design
12
min read

What Is Conceptual Design? Meaning, Tools, and Methodologies

Table of contents

TL;DR

Conceptual design is the critical first step where ideas turn into direction. Before choosing colors or layouts, you define what your design is about — its message, purpose, and audience. This guide explains how to build strong design concepts step by step, with tools, frameworks, and real-world examples to help you move from blank page to clear vision.

Let’s be honest — “conceptual design” sounds like something you’d hear in a grad school seminar right before falling asleep, but it often starts with an initial idea and a clear vision. But in real life? It’s actually one of the most useful skills a creative person can have.

Whether you’re building a website, designing an app, or brainstorming a marketing campaign, there’s a moment when you have to pause and ask: Wait… what’s the big idea here for our target audience ? This is where your vision and the mission behind your project begin to take shape.

That’s conceptual design.

It’s where you decide what you’re trying to say before you worry about how it looks. Creative thinking is essential at this stage to generate innovative ideas and set the direction for your project. If design were cooking, this wouldn’t be the garnish or the fancy plating. It’s the recipe—the foundation of the entire design process. The thing that makes sure everything else actually works together.

And if you’re not sure how to get from vague idea to clear concept, TodayMade can help you shape the strategy and bring it to life.

In this guide, we’re going to:

  • Explain what conceptual design really means (in plain English)
  • Show you how to do it step-by-step
  • Share tools and examples to help bring your ideas to life

If you’ve ever stared at a blank page and thought, “I have no idea where to start,” this is the first step in the process.

Let’s get into it.

What is the meaning of conceptual design?

Conceptual design is the conceptual design phase, early stage of the design process where you come up with the main idea behind a product, system, or project. Conceptual design occurs early in the design process, serving as the foundational phase where core ideas and visions are established before moving on to detailed development. It’s the conceptual design definition most professionals start with: shaping, defining, and establishing what you’re trying to communicate before figuring out how.

It’s not about picking fonts or drawing wireframes. It’s about defining and establishing the core idea that everything else will revolve around and determining what will guide the project. This core idea is often referred to as the design concept. Think of it as your North Star — every visual decision, message, or layout choice will point back to this one thing, establishing a foundation for the entire project.

Let’s say you’re designing a landing page for a climate app. Without a concept, you might just use generic “nature” imagery. With a concept like climate action feels personal, suddenly you’re building a story around individual impact. The design decisions get sharper.

A strong concept—or great concept—gives your work:

  • Clear direction
  • Cohesive messaging
  • Fewer revisions later

That’s the power of conceptual design. It gives your work meaning, not just style.

Knowing what conceptual design is is one thing, but knowing how to do it is where the real value lies.

Step-by-step conceptual design process

Conceptual design isn’t magic. It’s a repeatable system — what many teams call the conceptual design process. This process consists of several stages and is an iterative process involving multiple iterations and the generation of ideas to explore and refine solutions. You might adjust the order or loop back between steps, exploring alternatives and refining them through multiple iterations, but the overall flow tends to look like this:

Сonceptual design process

By following these stages, the process leads to the development of a strong concept.

1. Define the problem or goal

Start by figuring out what you’re actually trying to solve. A conceptual designer knows to ask questions that uncover the root issue, not just surface-level symptoms, and to clearly define the project's purpose.

Use the “Five Whys” method to dig deeper.

“We need more signups.” Why? “People aren’t clicking the CTA.” Why? “The value isn’t clear.” Now we’re getting somewhere.

After using the Five Whys, try verbal ideation and writing—such as jotting down words, notes, or associations—to clarify the problem and ensure you have a clear understanding.

Once you’ve reached the root issue, write a short goal statement that serves as a brief description of the problem and the project's purpose. For example: “Create a product page that helps users understand how our tool saves time, without overwhelming them, providing a clear solution to their needs.”

2. Conduct research

With a clear goal in place, start gathering context. This includes:

  • Internal research: brand values, tone, past designs, stakeholder goals, other stakeholders
  • External research: competitors, user behavior, market trends, market survey, visual conventions, industry conventions

Also, collect references — visual styles, good examples, the work of other designers, and even things to avoid. Think of this as building your mental (and literal) mood board.

3. Brainstorm and ideate

This is the exploration phase, also known as the ideation phase. You’re not judging ideas yet, you’re generating them.

Try a few of these:

  • Mind mapping: start with a central theme and branch outward
  • Sketch sprints: quick 5-minute visuals to get ideas flowing
  • “What if” prompts: e.g., What if this looked like a video game menu? or What if this was explained by a cartoon character?
  • Free association: write down any words or ideas that come to mind from your starting point, then organize and build on those associations

Don’t aim for polished. You’re gathering potential solutions and puzzle pieces, not solving them yet.

This is the stage where truly original creative sparks can occur.

4. Develop concept directions

This is where a conceptualized design starts to take shape. Now that you’ve surfaced a bunch of raw ideas, start establishing 2–3 of them as the foundation for more defined directions. These can be:

  • A sentence-long theme (e.g., “a dashboard that feels like a cockpit”)
  • A basic mood board (where a design language may start to emerge)
  • Some loose sketches showing layout or style

Evaluate each concept:

  • Is the concept clear enough for easy comparison?
  • Does it tie back to the goal?
  • Will it resonate with users?
  • Is it doable with the resources you have?

You’re not selecting the winner yet, just testing what could work and how these directions are created from initial ideas.

5. Prototype the concept

Take the most promising idea and turn it into something concrete, even if it’s still rough. Visual ideation is a key part of this step, where abstract concepts are quickly transformed into sketches or visual representations.

Depending on the project, that might mean:

  • A simple wireframe or layout sketch
  • A mood board that shows the tone
  • A storyboard showing how a user would experience it
  • Visual representations that help communicate the concept

Arranging your sketches or thumbnails on the same page can help with quick comparison and iteration.

The goal isn’t to impress — it’s to communicate the idea clearly.

6. Evaluate and get feedback

Share your prototype with real people: stakeholders, teammates, or (ideally) users. Ask what they see, what they feel, and what they'd change. Sometimes confusion is a bigger insight than approval.

Watch more than you talk — reactions often tell you what words won't.

7. Iterate and refine

Based on feedback, tweak the concept. Strengthen the parts that worked. Fix what didn’t. In some cases, you might combine two directions or circle back to ideation. After the main concept is validated, focus on refining and specifying the detail to ensure the design is fully developed.

You’re aiming for a concept that:

  • Solves the right problem
  • Resonates with your audience
  • Makes execution smoother, not harder

The goal is to achieve a final design that meets all requirements and brings your creative vision to life.

Once you understand the steps, the next challenge is choosing the right tools to help shape your ideas.

Tools and techniques for conceptual design

You don’t need to wait around for a stroke of creative genius. Conceptual design can be hacked, in a good way. And while tools like mind maps and sketching are practical, they also help clarify the concept design meaning in visual form.

Here are the ones you’ll actually use as a beginner.

1. Mind maps

Mind maps are like visual brainstorms. Start with your central concept in the middle of the page, then draw branches out to anything connected: emotions, features, metaphors, colors, moods, even smells if that’s your thing.

Mind maps for conceptual design
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Best part? All you need is a pen and paper.

2. Sketching and doodling

You don’t need to be an artist. You just need to make shapes that represent ideas.

Thumbnail sketches, small, quick drawings, are great for exploring layout ideas or logo directions. Think quantity over quality here. The more you sketch, the easier it is to spot what’s working. Sketching allows for multiple iterations, helping you quickly explore different ideas and refine your concepts.

These sketches can then be developed into visual design elements, transforming rough ideas into tangible representations that communicate both the aesthetic and functional aspects of your product.

Sketching and doodling for conceptual design
Source

Use sketching when words hit a wall. Even stick figures can tell a story. In later stages, aim for results that are not only functional but also aesthetically pleasing.

3. Mood boards

Mood boards are curated collections of images, colors, fonts, and textures that visually express the vibe of your concept.

Mood boards for conceptual design
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Let’s say your concept is “urban minimalism.” Your board might have grayscale cityscapes, clean sans-serif typography, a muted color palette, and lots of white space.

Tools like Canva, Pinterest, or Milanote are great for this, but even a folder full of screenshots works. A mood board helps your team or client feel the concept — no explaining required. It’s like the visual version of a website owner's manual.

4. Storyboards

Storyboards are step-by-step visualizations of how your concept plays out, like a comic strip.

If you're designing a campaign, you can use a storyboard to show how a user interacts with it, from the moment they see the first ad to the final call to action.

This is especially useful in UX or video-based projects where sequence and flow matter.

Storyboards for conceptual design
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5. SWOT analysis

Sounds corporate, but it’s useful even in creative work.

Make a four-square grid:

  • Strengths: What’s great about this idea?
  • Weaknesses: What might hold it back?
  • Opportunities: What trends or gaps does it tap into?
  • Threats: What might kill this idea?
SWOT analysis for conceptual design
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This works well when you’re comparing several concepts or pitching one to a stakeholder who wants to know “why this one?”

These tools aren’t meant to live in silos. Try this combo:

  • Use a mind map to explode your core idea.
  • Create sketches based on interesting branches.
  • Build mood boards for your top two favorites.
  • Use a SWOT to decide which one wins.
  • Then storyboard how that concept unfolds.

This mix of creative and analytical thinking will take your concept from vague to rock solid.

Tools help you think creatively, but sometimes you need a framework to organize that thinking and make better decisions.

Frameworks and models for conceptual design

Conceptual design isn’t just vibes and sketchbooks. The early planning phase, called conceptual design, is where foundational ideas are established and product morphology is defined. There are actual frameworks that help you organize your thinking, and the outcomes of your project are often determined by the early choices you make during this stage. You don’t need to memorize them, but they’re useful when you want a structured approach, or when you need to explain your process to someone else without sounding like you made it all up on the spot.

Here are three go-to models that beginners can start using right away.

1. Double diamond model

This one comes from the British Design Council, and it’s popular for a reason. It breaks the creative process into four steps inside two “diamonds”:

  1. Discover — Explore the problem space.
  2. Define — Narrow down the real problem.
  3. Develop — Generate possible solutions.
  4. Deliver — Pick the best one and build it.
Double diamond model for conceptual design
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Each diamond has a divergent phase (go wide) and a convergent phase (narrow in). Conceptual design lives mostly in the “develop” part, where you brainstorm and shape ideas.

If you’re ever wondering, “Am I rushing this?” the Double Diamond gives you a way to check yourself. Have you truly defined the problem? Have you explored enough options? Or are you just latching onto the first half-decent idea?

Keep a sketch of this model somewhere visible. It’s a good reminder not to skip the thinking part.

2. FBS model (Function–Behavior–Structure)

This one’s more common in product and engineering circles, but it’s also helpful in marketing, branding, and UX.

  • Function: What is this thing supposed to do?
  • Behavior: How will it behave to meet that function?
  • Structure: What form or components will create that behavior?

Say you're designing a budgeting app. The function might be “help users manage personal finances.” The behavior is “gives spending insights, sets limits, offers suggestions.” The structure is “dashboard, notifications, category tags.”

This model forces you to think logically. Before you design what it looks like, make sure you know what it does and how it helps.

3. C-K theory (Concept–Knowledge)

This one’s a bit more academic, but surprisingly useful if you're exploring unfamiliar territory.

C-K stands for:

  • Concept: The rough idea, like “a toothbrush that plays music.”
  • Knowledge: Everything you know — tech limits, market needs, past attempts.
C-K theory for conceptual design
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The idea is to bounce between the two. You come up with a concept, use knowledge to test or evolve it, and keep cycling. That’s how weird, surprising, and genuinely innovative ideas come to life.

C-K theory reminds you to balance dreaming with learning. It says, “Yes, imagine wild stuff, but also, go read something.”

Which one should you use?

Honestly, try them all. The Double Diamond is great for mapping your process. FBS is helpful when your concept involves function. C-K theory is fantastic when you're pushing for something fresh.

You can even mix them. Use Double Diamond to guide your phases, FBS to validate your concept's structure, and C-K to keep your ideas grounded and evolving.

All three can help turn a vague idea into a strong, structured answer to what is concept design and how to bring it to life.

These models are helpful across the board, but let's look at how conceptual design actually shows up in different fields.

Conceptual design in action (by industry)

Conceptual design isn’t just for architects or creative agencies. Every design project begins with conceptual design, which lays the foundation for turning ideas into reality. Conceptual designers are the professionals who translate abstract ideas into visual drafts and blueprints, guiding the process from concept to completion. It shows up anywhere someone needs to turn an idea into something real, from ad campaigns to digital products.

Here’s how it plays out across different fields:

1. Marketing and advertising

In marketing, the concept often is the campaign. It’s what makes an ad memorable instead of just functional.
Example: Dove’s “Real Beauty” campaign was built on the idea that beauty includes everyone — a great conceptual design example of how a simple idea can shape visuals, tone, and emotion across touchpoints.

Dove's advertising in conceptual design

2. UX and digital product design

UX teams use conceptual design to define how a product should feel before drawing screens.
Example: Headspace, the meditation app, is based on the concept of “meditation made simple.” That idea influences every design choice, from color to copy, and is a strong case of effective design conceptualization.

Headspace's conceptual design

3. Physical and industrial product design

Concepts guide both form and function.
Example: Dyson vacuum cleaners are built around “effortless performance through engineering.” This approach to product form and function embodies how powerful conceptual designs can shape not only aesthetics but usability too. Conceptual sketches in the early stages are just initial ideas through further development, evaluation, and manufacturing, these evolve into the finished product. The final product is the culmination of the entire conceptual design process, translating ideas into a tangible, production-ready outcome.

4. Architecture and environmental design

Architects use concepts to define the emotional and functional purpose of a space.
ExampleThe Guggenheim Museum in Bilbao, designed by Frank Gehry, is based on the concept of “movement and transformation.” The flowing titanium curves challenge traditional museum form and invite exploration.

Conceptual design of the Guggenheim Museum in Bilbao

Similarly, in industries such as product design and urban planning, conceptual frameworks guide the creation of innovative and functional solutions, drawing on core ideas to shape the final outcome.

5. Branding and visual identity

A brand’s concept is its backbone — it informs logo, tone, and visuals.
Example: Patagonia’s branding centers on responsibility and environmental activism. Its rugged, no-nonsense style shows how even conceptual graphic design can align perfectly with a brand’s core values.

Patagonia’s branding conceptual design

Of course, even with all these tools and examples, things can still go sideways — here’s what to watch out for.

Common pitfalls and how to avoid them

Conceptual design seems simple — get a big idea, build around it. But in real life, a few common traps can derail your process. They slow things down, water down your message, or send your project off-course.

Here’s what to watch out for, and how to stay on track.

1. Skipping the concept entirely
It’s surprisingly easy to jump straight into design without agreeing on the core idea. You end up with something that looks good but says nothing.
Fix: Before you move a pixel, ask: What are we really trying to say? Write it down. If your concept doesn’t fit in one sentence, it’s probably not clear enough.

2. Falling in love with the first idea
Your first instinct might feel right, but it’s often the most obvious option.
Fix: Push past it. Sketch out five different directions. Don’t aim for perfection — just variety. Once you’ve explored the edges, you’ll be better at spotting what really works.

3. Getting too abstract
Words like “energy” or “innovation” sound important, but without context, they’re too vague to build on.
Fix: Make your concept concrete. Use metaphors, specific moods, or scenarios. If you can’t explain it clearly to a non-designer, you’re not ready to move forward.

4. Designing in a vacuum
Even great ideas fall flat if they don’t connect with real people.
Fix: Ground your concept in research — user behavior, stakeholder needs, or what’s already out there. The best concepts live where creativity meets relevance.

5. Ignoring feedback
If your concept only exists in your head, you’ll never know how it lands. What’s clever to you might confuse someone else.
Fix: Show your rough ideas early. Watch how people respond. Confusion, surprise, or even silence — it’s all useful input.

Avoiding those pitfalls gives your concept room to succeed; now you’re ready to bring it all together.

Conclusion: Why conceptual design matters

By now, you've got a solid grip on what conceptual design actually is — not a buzzword, not a vague theory, but a practical step that helps you build design work that's clear, intentional, and meaningful.

You've seen how it fits into the process, how to break it down step-by-step, which tools to use, what frameworks can guide you, and how it shows up across different industries. Most importantly, you've learned that conceptual design isn't just for “creatives.” It's for anyone who wants their work to actually connect.

Whether you're sketching out your first campaign idea or rethinking a whole product experience, the same rule applies: a strong concept makes everything easier.

And if you ever feel stuck — if you've got a loose idea but need help shaping it into something solid — TodayMade is here for that.

Whether you're exploring graphic design outsourcing, weighing the pros and cons of a freelance graphic designer, figuring out the cost to hire a graphic designer, or trying to make sense of website design cost, we've got resources to help you make the right call, and the right design.

Got questions?

  • Conceptual design is the early phase where you define the core idea behind a project before diving into execution.

    It sets the direction for messaging, visuals, and user experience across creative disciplines.

  • It gives your project clarity and purpose before production begins.

    By establishing a strong concept early, you avoid misalignment and unnecessary rework later.

  • A concept defines what your design is trying to communicate; a wireframe shows how it’s laid out visually.

    The concept comes first — it drives the structure and tone that the wireframe later expresses.

  • Useful tools include mind maps, mood boards, sketching, and storyboards to explore and express early ideas.

    Apps like Milanote, Canva, Figma, or even pen and paper are great for quick concept development.

  • Jumping into visuals without defining a clear idea, getting too abstract, or falling in love with your first concept.

    The key is grounding creativity in research and testing ideas early with real users or stakeholders.