Three Motives for Designing
The three motives for designing are (1.) the idea, (2.) the form, and (3.) the balancing of both idea and form.
To be primarily motivated by the idea is to be most concerned with concepts and functionality. To be primarily motivated by form is to be focused on shape, configuration, and aesthetics. As idea and form make each other stronger, balancing both is the most effective way to communicate through design.