What Is a Design Concept & How to Write One Like a Designer

When I was first introduced to design concepts, I’ll be honest... it felt like a lot. Big words, deep meaning, endless possibilities. But once I stopped overthinking it, I realized it’s actually one of the most creative and freeing parts of the process.

A design concept is what gives a space its identity. The story that ties everything together. It’s not about sticking to one “look.” It’s about creating emotion and purpose.

Once you’ve defined your concept, you can craft a concept statement — a short, written description that captures that story in words.

The concept is the idea.

The concept statement is how you describe that idea clearly and beautifully.

So, let’s simplify it. Here’s what a design concept really is, how to create one, and how to turn it into a concept statement that guides every design decision from start to finish.

What Exactly Is a Design Concept?

A design concept is the vision behind a space. The emotional backbone that gives meaning to every choice you make.

It’s the “why” behind the color palette, the textures, the layout, and even the lighting. It’s what connects a project from start to finish, so nothing feels random or forced.

Let’s take one of my favorite examples — The Butterfly Riviera, a bedroom designed to feel like a secret garden after dark.

The concept started with four guiding words: Moody. Romantic. Layered. Expressive.

Each word influenced a design choice:

• Moody came through in the deep, dramatic color palette and soft, low lighting.

• Romantic inspired the floral patterns, plush bedding, and candlelit warmth.

• Layered guided the textures — from linen and velvet to aged brass and natural wood.

• Expressive came to life through the butterfly art — a dimensional focal point that adds depth, movement, and symbolism, echoing the organic, emotional spirit of the room.

  
  

All together, these elements created a feeling that’s intimate, dramatic, and alive — leading to the final concept statement:

“A moody, layered retreat inspired by nature and contrast. Deep hues, organic textures, and romantic florals create an intimate escape that feels both dramatic and serene — a secret garden come to life after dark.”

That is the concept statement. The written expression of the design concept. It’s short, descriptive, and full of feeling — and every decision, from the dark floral wallpaper to the butterfly wall art, ties back to those guiding words.

That’s the power of a design concept: it gives every choice a purpose.

How to Come Up With a Design Concept

You don’t need a design degree or a poetic paragraph to come up with your concept — just curiosity, creativity, and a willingness to dig deep.

When I’m developing a new design, I like to start with simple questions:

• Where is this space?

• Who is it for?

• What happens here?

• How do I want people to feel when they walk in?

  
  

Once you have those answers, start defining the mood.

1. Start with a brainstorm.

Write down anything that comes to mind — colors, materials, moods, and visuals. Don’t edit yourself.Example: velvet, candlelight, vines, deep green walls, aged brass, rain, vintage art.

2. Spot the pattern.

Look for what repeats or stands out. Are you drawn to soft textures? Dark tones? Natural elements? That repetition reveals the feeling you’re going for.

3. Pull your key words.

Choose 3–5 words that describe your overall vibe. These become the backbone of your concept — the idea behind your design.For example: lush, romantic, grounded, warm, mysterious.

That’s your design concept — simple, emotional, and clear. It’s your creative foundation that helps you make every design decision with confidence.

How to Write a Concept Statement

Once you’ve developed your concept, you can turn it into a concept statement, a short, stylish summary that captures the feeling of your design in words.

Think of your keywords as ingredients; the statement is how you combine them into something complete.

It’s not meant to sound fancy; it’s meant to describe your vision clearly (to yourself, your team, or your client).

Here’s how to write it:

1. Start with the feeling.How should the space make people feel? Calm, inspired, moody, romantic, grounded?

2. Add your key words.Use your 3–5 keywords as your base — they’ll guide your tone and visuals.

3. Briefly describe the design.Mention a few details — materials, light, or patterns — that support that feeling.

4. Keep it short and natural.One or two sentences is all you need.

“A moody, layered retreat inspired by nature and contrast. Deep hues, organic textures, and romantic florals create an intimate escape that feels both dramatic and serene — a secret garden come to life after dark.”

See how it ties back to the keywords (moody, layered, romantic, expressive)? That’s all your concept statement needs to do — communicate the feeling in a way that’s both descriptive and visual.

How to Use a Design Concept

Once you’ve got your concept and concept statement, they become your creative compass. Every choice should align with that vision.

Here’s how I actually use mine in projects:

• The gut check: When I’m torn between two options, I ask which one fits the story better.

• The cohesion test: If something feels off, I go back to the concept. Usually, that’s where I’ve drifted.

• The confidence boost: It keeps you bold. You stop second-guessing yourself because every choice has purpose.

• The creative direction: It helps you explain your vision clearly to clients, collaborators, or even yourself when you’re deep in the chaos of design.

  
  

Your concept isn’t meant to box you in — it’s there to make the design feel intentional.

Don’t Be Afraid to Keep It Simple

If writing a “statement” feels too formal, don’t stress. Sometimes your concept can just be a sentence in your head like,

“This space should feel like sipping rosé in a sun-drenched garden.”

That’s enough.

The point isn’t perfection, it’s clarity. Once you can articulate what you want to feel, the design starts to build itself.

Final Thoughts

A design concept isn’t just for designers. It’s for anyone who wants to create a design that feels intentional, not accidental.

Your design concept is the idea — the emotion. Your concept statement is how you describe that idea. Together, they help you design spaces that tell a story, connect emotionally, and feel unmistakably you.

Next, I’ll be sharing the full concept statement from my home series, “Chloe in Wonderland” — a look inside how I used this exact process to design each room with its own story and personality.

Until then, grab your notes, write down what inspires you, and start designing your story. - Chloe