Seasonal Design Cleaning
There is nothing like a good closet clean-up. Like putting on your first cozy sweater of the fall or cooling off in you summer shorts, our mood and temperature shifts periodically.
Design is no different. Similar to how odd it would be to show up to a pool party in a sweater, designs need to evolve and change with the times. As seasons change, here are three areas to think about :
How has the positioning of customers changed?
There has been more momentum on inclusive storytelling. Are we still representing the full range of customer voices? This could be an opportunity to do a little research and consider who you are designing for.
As Stephen Gates says in his podcast The Crazy Ones: Episode The good and evil of data, research, and brainstorming, “The place where we too often go wrong is that we are forgetting where this data comes from – people. This is why things like human-centered design are so important. This data comes from people and is based on real people. In too many cases we are losing that connection back to real people or we think that the data is a direction unto itself. This is when we go data blind and the data becomes the thing that drives all of the thinking and kills creativity. You should start with the needs and insights of people rather than leading with data.”
What is the tone?
Based on the state of the world, we need to rethink the tone of our work. During the beginning of the pandemic, this meant more white space/elemental visual representation that focused on a data-first approach. A campaign that comes to mind is the Echo Kleenex solutions to “encourage people to feel comfortable” during a time of distress. From stepping away for pharmaceutical colors and mask visuals, the focus is on rich greens and hands holding. In times of growth and prosperity this can mean adding a brighter, more optimistic tone to messaging and storytelling. From color choices to symbolism, its important to craft experiences that
What is the sweet spot?
It is important to create a delightful experience in positioning. However the shape of how we add extra touches of ‘surprise and delight’ can change based on client needs. In times of struggle, education and training materials can be a helpful resource. In times of prosperity, value adds in the shape of new offerings or bonus materials can be a more exciting boost.