In the theatre, there's an exercise called the "5 Ws" that helps an actor connect with the character and message. There's a ton of cross-over between the arts and web design - after all, they're all just forms of expression and communication.

So when designing on behalf of someone, we ask ourselves:

• Who am I?
• What am I talking about?
• Who am I saying it to?
• Why am I saying it now?
• Where is it all taking place?

What are the 5 Ws?

Who am I? First, you need to identify who is behind the design - not just yourself, but also your client and their audience. What have they done in the past? What do they stand for? Who are they trying to reach?

What am I talking about? This is where your message comes in. What does it say? Is it informative or persuasive? What is its purpose?

Who am I saying it to? Understanding your audience is key. Who is the message intended for, and how will they respond to it?

Why am I saying it now? Are you just starting out or are you responding to current events or trends? There should be a reason why this project is happening now.

Where is it all taking place? This can be literal or metaphorical - what platform will you use, and what type of environment do you want to create for your audience?

Who should use the 5 Ws?

Business Owners / Organization Leaders: As a business owner, it can be challenging to let your designer know all the things you want them to know because a lot of this is internalized or second nature. Or, maybe you want to refine your purpose and hone in on your "Character". Being able to answer these questions can help clarify your purpose for both yourself and anyone that you are working with.

Designers/Developers: By using the theatre exercise known as “5 Ws”, designers can better understand the project they are working on, their client, and the audience they are designing for. It not only helps you get into the headspace of your client and target users but can also guide you to create meaningful designs, with a cohesive message that resonates with the right people in the right way.

Web Designers are Really Great Actors

I'd bet on any great web designer auditioning for a theatrical production. My guess is that they'd be a pro and reading between the lines, capturing the essence of the character and purpose, and be able to translate "what the character is trying to say". (Ok, maybe they would be nervous to act in front of people but you get my point).

At the core of any communication tool, is a real-life person. That's why our first goal is to get inside your head and understand what drives your business, how you want people to feel, and what you want them to do. From there, we think about it from a consumer perspective.

Essentially, rather than push our aesthetic on our clients, we take a walk in their shoes so that we can put our best foot forward (no pun intended) in helping them to express their brand. By leverage this old theatre trick, web designers can create effective and powerful designs that truly capture the essence of their clients' messages.