03 Jan Look at This
A bright new year is upon us, and it’s a perfect moment for us to reflect on how we can improve our businesses, by focusing on our brand.
I’m reminded of a quote by David Craib:
“Design should never say, ‘Look at me.’ It should always say, ‘Look at this.’”
This holds particular relevance in our business, where design is an important aspect of how our brand is perceived.
Let’s explore this further.
At its core, this perspective “Look at this.” shows the ultimate goal of design.
It’s not about the designer or making the design the focal point.
Rather, it’s about designing elements that spotlight your product, service, or core message. Great design guides your audience’s attention to what’s most important – your essence, your ethos, your brand.
Here’s an important consideration: when a design is too self-centered, it risks overshadowing your actual intent. I remember talking to an art director who was recently fired from a California state-wide campaign on avocados. She had come up with a clever campaign of a chicken pooping out an avocado. Her idea was what came first, a chicken or an avocado. Different but not relevant. The art director wanted to show off her “cleverness” to the detriment of the purpose of the campaign.
When design highlights your brand (not the brand designer), it places the focus precisely where it should be.
So, what does this mean for our business?
It involves making design elements that genuinely support and amplify what we’re offering.
This could involve refining your website for a better user experience or designing packaging that instantly connects with your product’s mission.
The aim is to ensure every single design element or touch point serves a purpose.
Designs that make an impact can be a quiet yet persuasive for your brand, conveying your message and values simply and subtly.
As you plan your next project or consider updating your current designs, embrace this approach.
Your goal is to craft designs that don’t just draw eyeballs but to improve the relationship between our audience and your brand.
Wishing you a year filled with more insights and growth!
Kendra Scott is a well-known American jewelry designer and businesswoman who founded the Kendra Scott brand in 2002. The brand has since grown to become a globally recognized and highly successful fashion and lifestyle company, offering a wide range of jewelry, home décor, and accessories.
Kendra Scott’s journey to entrepreneurship began when she was a young mother, looking for a creative outlet to balance her family life. She started making jewelry at her home in Austin, Texas, using her spare time to design and create pieces that reflected her personal style and taste.