Where did these words "look and feel" come from? I reckon they probably first appeared in a box as part of a rather long-winded methodology written by someone trying to work out the perfect formula for creating a digital experience. Their lack of understanding of any creative process drew them to the conclusion that the designers downstairs make the work look pretty. Hence in the box entitled "design stage", they inserted the words "look and feel applied".

These three words have now become a millstone around the neck of all interactive designers. Apparently it's common knowledge that "look and feel" is the sole task of such designers.

In traditional creative agencies - designers talk in terms of ideas, brand values, tone of voice and visual language. However the constant use of "look and feel" to describe the role of designers in interactive agencies does only harm - it positions them as nothing more than painters and decorators.

We must get out of this "box" mentality and expect more from our designers. I was always taught that the designer's core responsibility was the generation of ideas and that ideas should drive the solution.

It alarms me when I hear that many interactive agencies make the distinction between a "designer" and an "information architect" (IA). Apparently the IA determines the structure, functionality and content of a site and then the designer applies the "look and feel". Needless to say, in the methodology mentioned above, the box entitled "information architecture stage" appears just before the "design stage" box.

If you call yourself a designer you must be able to generate ideas and understand form and function - the whole process is inextricably linked.

Only when we let ideas drive solutions will interactive agencies start delivering truly compelling, unique and rewarding solutions. All the time we make the distinction between "form and function" and treat them as separate tasks that are part of a rigid methodology - we will keep delivering the same old work devoid of imagination.

My advice to all new media designers is the next time you are asked about "look and feel" direct the enquirer to Soho, where I am assured that you can get a "look and feel" for about £30. Then pick up the brief and a layout pad and start doing what you should have always been doing - generating ideas. Once you have come up with a strong idea turn it into a great one by letting it drive not only the form but also the structure and function of the solution.

Paul Brooks is creative director of Wheel, an interactive development and marketing company

paul.brooks@wheel.co.uk

www.wheel.co.uk