Inside the Jury Room: Mark Turner on the Principles of Exceptional Design

I believe a strong understanding of the design process is essential, along with the ability to distinguish good design from work that is truly exceptional and trend-setting.

I stay current by regularly visiting retail stores, reading design books and industry publications, and contributing features to design magazines. I also attend art and design exhibitions to explore emerging ideas and industry developments.

For the past 15 years, I have run a student program through my studio and regularly attend university degree shows by invitation. I also attend the London New Designers Show and the D&AD New Blood Show to discover and support emerging design talent.

I begin by carefully reviewing each submission, including the supporting information, project brief, and any technical details that explain how the design was developed. This includes evaluating elements such as embellishments, special finishes, materials, and production methods where applicable.

I also review any websites or supporting links provided and assess each entry against the judging criteria established for the design category. This ensures every submission is evaluated thoroughly, consistently, and fairly.

Distinguishing exceptional design from good design often comes down to the finer details. I look for originality—something fresh, exciting, and memorable that immediately captures my attention. The strongest designs create an emotional connection, making me want to own, use, or experience the product firsthand. I also value designs with strong shelf presence that communicate their message clearly and effectively.

I tend to avoid designs that feel overworked or unnecessarily complex, where the brand or core message becomes lost. Sustainability is also an important consideration, particularly in packaging, and I appreciate thoughtful use of recyclable materials whenever possible. In many cases, the most exceptional designs are the simplest, elevated by a clever idea or an unexpected touch of ingenuity.

I've noticed that design has become more refined and purposeful, with a greater emphasis on simplicity and clarity. Unnecessary design elements are being stripped away, allowing the core message to take center stage. I've long believed in the philosophy of "less is more," and it continues to influence my own approach to design. The Bauhaus movement, in particular, has been a significant source of inspiration throughout my career.

Clear, precise design remains especially relevant today, and it's an approach I greatly appreciate. When evaluating each entry, I consider how effectively it communicates its intended message. To me, design is not about decoration—it's about purposeful communication. It should combine form, materiality, and user experience in a way that engages both the senses and the emotions.

I carefully review every image and all supporting materials submitted with each entry. I also examine any websites or supporting links provided to gain a complete understanding of the project and its objectives.

In addition, I refer closely to the judging criteria established for the category I am evaluating. These guidelines provide an important framework for ensuring that every submission is assessed fairly, consistently, and according to the standards of the competition, particularly when reviewing categories outside my primary area of expertise.

I evaluate every submission on its own merits and never compare one entry directly with another, even when the projects are similar or share the same category. My focus is always on the quality of the design itself.

I am not influenced by the size, reputation, or recognition of a client. What matters most is the strength of the design, its execution, and its ability to communicate effectively. Ultimately, great design should always speak for itself.

Personal preferences and emotional responses can naturally come into play during the judging process. However, having served as a juror for more than 12 international design competitions, I have learned to evaluate every submission from multiple perspectives rather than relying solely on instinct.

Even when a design or product may not align with my personal views, I assess it based on its own merits and the quality of its execution. In some cases, the judging criteria ask whether a design is memorable, emotionally engaging, or creates a personal connection. When those qualities form part of the evaluation, personal response becomes one aspect of the overall assessment. Even so, I always strive to remain fair, objective, and consistent throughout the judging process.

My advice is not to worry if your work isn't created for a large global brand. I evaluate every submission on its own merits, regardless of the client or the scale of the project. Strong design will always distinguish itself through the quality of its thinking and execution.

I also encourage designers not to focus on the other entries in the competition. Each submission is assessed independently and never compared directly with another. I approach every project with an open mind and evaluate it according to the judging criteria established for the category, ensuring a fair and consistent review for every entrant.