What is a design concept?

A design concept is an idea for a design. For instance a design concept for a website might sounds like "It will be mostly dark muted colors with some orange highlights, and use the theme of circles that will be repeated throughout the site". It is usually accompanied with a design mockup, which is a representation of the idea that isn't fully finished or implemented the way the final product will be. For instance a mockup for a web design might be a screenshot instead of a rendered webpage. A mockup for a business card might be a few verisions of the design idea printed out on a sheet of paper instead of the final run of printed cards.

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