Great design should feel effortless, so natural in the context that it feels as if it were always there, as if nothing else would be as right, as if a magic wand brought it to life.

You should feel an ease to the result, a sense of calm or rightness, a lack of conflict in the experience of just being in the space.

But design is work. It takes time and careful attention to planning.

I have been in countless meetings when a client turns and asks me, “Can you just send me a few ideas that will work?” about a new item or even an entire space that we have not addressed yet.

And I understand the question. I always strive to curate the selection of materials that I present to a client for consideration. The result is that clients become accustomed to me sharing ideas that will work, each time they see me.

The reality is that for the five light fixtures that a client sees in a presentation, I likely reviewed hundreds, and more often thousands, of light fixtures, all in order to curate that grouping of five options, each of which aligns with the project aesthetic and budget, all while providing the ideal function.

Occasionally, especially if the client is flexible, I can share the right material on the spot in answer to the question. When it is possible, I am happy to do so.

But it is often not possible to pull the right idea from “thin air.” Like in so many areas of life, a lot of work goes into making design appear effortless.