The design effectiveness culture

Clients default to discussing design aesthetics because they have no other basis for judgement. A successful design is not just about aesthetics; it’s about creating solutions that meet or exceed the client’s objectives and resonate with their target audience. Design effectiveness.

Problem is clients revert to the aesthetics because they don’t understand the deeper thinking behind them. They don’t understand design effectiveness.

So how do we shift the discussion from aesthetics to effectiveness.

The answer is partly in behavioural science where designers use visual and textual elements to change human behaviour, attitudes, and decision-making. By integrating principles from behavioural science into communication design, we can move the design discussion up the design ladder. The higher we go up the ladder the more we demonstrate our uniqueness. We demonstrate our understanding of the client’s business and their customers/clients, moving the discussion away from aesthetics to effectiveness.

Here are some thought starters:

Behavioural economics in design

Behavioural economics examines how psychological factors influence economic decisions. In the higher levels of the design ladder communication designers use these principles to change customer behaviour:

• Nudging: Designing subtle prompts to influence behaviour, such as default options or simplified choices.
• Heuristics: Utilizing mental shortcuts to make quick decisions, such as recognisable symbols and familiar layouts.
• Framing: Presenting information to influence perception and decision-making, like emphasising benefits over costs.

Many designers do these things intuitively. They are so cleverly designed into the project they aren’t obvious. Point these (rather than colours and fonts) out to the client when presenting the design. Use behavioural economics language rather than ‘design talk’.

Persuasion techniques

Behavioural science identifies ways to persuade and influence people. Communication design can incorporate these techniques to improve message effectiveness:

• Social proof: Showcasing testimonials, reviews, and user statistics to build credibility and trust.
• Authority: Using endorsements from experts or credible figures to enhance trustworthiness.
• Scarcity: Highlighting limited availability or time-sensitive offers to create urgency.
• Reciprocity: Offering something of value to the audience, encouraging them to reciprocate.

These techniques require input and content from the client. Use these as prompts to show the client you’re thinking for them. Again, move the conversation away from aesthetics.

Cognitive psychology in design

Cognitive psychologists study the working of the human brain—how we think, remember, and learn. They use psychology to understand how we perceive events and make decisions. Communication design can leverage these insights:

• Cognitive load: Simplifying designs to reduce the mental effort required to understand and interact with the content.
• Attention: Using visual hierarchy, contrast, and focal points to direct and maintain attention.
• Memory: Employing repetition, distinctive visuals, and storytelling to enhance recall and retention.

Again, these are part of a designer’s toolkit but do we emphasise them when presenting to clients? Present designs using this type of analysis and language.

Emotional Design

Emotions play a crucial role in decision-making and behaviour. Communication design can evoke specific emotions to influence the audience:

• Colour psychology:  Choosing colours based on their emotional and psychological associations (e.g., blue for trust, red for excitement).
• Imagery: Selecting images that evoke desired emotions and resonate with the target audience.
• Typography: Using typefaces and text styles that convey the right tone and emotion.

Research these areas and refer to credible research backing up your decision.

User-centered Design

Behavioural science focuses on understanding what users need and how they behave. User-centered approaches are embedded in communication:

• User research: Conducting surveys, interviews, and usability testing to gather insights into user preferences and behaviours.
• Jobs to be done: This focuses on the job that users are trying to accomplish rather than their demographic characteristics.
• Journey mapping: Visualising the user’s journey to identify pain points and opportunities for improvement.

These are approaches used by many designers. Build these into your discovery process and explain how they guide the design development and lead to design effectiveness.

Takeaway

By presenting behavioural science principles to clients, you can shift the discussion away from just aesthetics to a better understanding of design effectiveness.

All very possible. Want to know how? Contact Greg for a discussion that will help you develop a design effectiveness culture in your client’s businesses.

Greg Branson

Contact me if you would like to learn more about selling design impact.

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Greg Branson