Good design tells stories.
Good design has purposes.
Good design starts with empathy.
What is empathy?
Watch this advertisement of a hospital.
Now imagine yourself designing for this hospital. There is no purpose in designing without caring about it’s audience.
A good design welcomes its audience, it caters his interest, it quenches his thirst, serves his requirements, listens his problems carefully, builds a trust and offers him solutions.
Good design doesn’t happen by accident. Maybe some nice looking elements may emerge in the process unintentionally, but the frame of a good design should always be intentional. An aesthetically good looking design should always be framed by logics, intentions & purposes.
Because if you are creating a design for a visitor, then there are always some goals to achieve. There are always some actions you want from your visitors. There are always some motions you want to generate in them, may it be physical or emotional.
Most of our clients have somehow similar project briefs. Something like:
– I want to sell my products.
– I want to redesign my website.
– The website should be attractive and modern.
– I want more enquiries.
So if designing is solving problems, and if we are solving the same problems every day, aren’t we going to create the same designs everyday? The truth is, every client is different, and so are their problems. That’s why it’s important to find out and help the clients find out, their unique character, their real problems & their true story.
So designers can convert the given requirements into more detail problems and approach with solutions that are thought for the specific problems, of the specific clients. Something like:
– Mr. ClientA has been in this profession for X years, and he has a huge number of happy customers. He has built his website X years ago, but he hasn’t generated any leads from the website. So now he wants to get business from website. He has a very good profile and experience, which we can highlight to build trust and credibility. We should portray him as an expert in his field. So we should focus in 2 main aspects: Showing his expertise and promoting his services.
– Mr. ClientB has been in this profession for X years, and he has a huge number of happy customers. He is proud about giving excellent personal customer service in this area. So now he wants to get business from website. So we should focus in 2 main aspects: Highlighting his personalised customer service and intelligence and promoting his services.
So even both of above clients are from same industry and selling same products, and describe their requirements same (selling products online), their stories are different. The way they want to feel their customers are different.
When a design is good, it vanishes and the story emerges. It diverts the audience away from the visual elements and guides them to emotions, and if succeeded, toward engagement.
So, while you are designing, ask yourself what is the story of your design? What does it make your audience feel? Happy? Fun? Excitement? Thoughtful? Calm? Sad? Hopeful?
If your audience feel it, then they will act.
Engage, that’s what a good design does.