Companies and brands struggle with (and often wonder) why certain designs work.
There’s an art and science to design.
Getting it wrong loses you more than sales. It dilutes your brand’s foundation and meaning.
This is the scope of this week’s One Minute Wednesday, episode 16:
Why Certain Designs Work
Design isn’t a 4-letter word if you know the role of design and why a company brands in the first.
Branding, as I’ve written before, is the art of differentiation.
So what is design?
Design actually fleshes out what the core of a brand really is.
Design is the great amplifier in the world today.
It’s the role of designers to breathe life and meaning into businesses and their brands, not merely decorate them to make them appear prettier. It’s really is about connecting the dots that others may miss.
It’s what new designers often miss and surprisingly older brands miss as well, treating it like cake decoration or buying clothes as in, “Does this make me look good?” with no further inspection than that.
Let’s return to food (since we started out with toast).
You know what the finest chefs know? The purpose of salt. It comes down to one thing: to amplify the flavor in your dish rather than add flavor.
Design is to a brand what salt is to food. Like I said, design is the great amplifier in the world today.
Understanding this is the difference between knowing why certain designs work and others resembe unbuttered toast.
And this is as important as knowing the difference between sales and branding.
