Don’t let how I described Design fool you. Yes, it consists of everything sensory but it’s purpose isn’t limited with senses. Humans, especially in the modern era, make sense of the world around themselves almost entirely through their physical senses. Those physical senses not only shape our physical perception but also shapes our mental perception, too.
We all know people judge the book by its cover. It’s inevitable. We (or should I say our brains since most of the decisions are made unconsciously)
make 35.000 decisions per day as it’s widely cited. (I couldn’t find a reliable source to cite this number but using the 200 decisions we make about food per day, 35.000 doesn’t seem that outrageous to me.)
This is why we have to judge the book by the cover. Otherwise, we couldn’t get anything done.
So, yes, the cover matters. We the product people do not want to accept this fact. We, mostly, believe that “if we build it they will come” but that’s hardly the case.
Supporting the Brand
Sensory design gives a product its identity and its soul. That makes Design one of the most important tools for establishing brand identity
. Brand identity is an aggregate of all concrete (logo, typography, product features, pricing, name, color, slogan packaging etc.) and abstract (brand archetype, company culture, attitude, tone, communication style, story etc.) elements of our brand. And as you can see, Design touches a very large part of brand.
Dramatically Improving Usability
As we discussed in the previous issue
there is an illusion that if we work very hard during Destination
steps then the Definiton
& Design will be self evident. Well, not so much. Why? Because those steps mostly help us define the problem. The actual solution takes place during Definition & Design. Those are the steps we actually craft the product. The flows, layout, hierarchy, copywriting, error messages… everything determining the actual usage is shaped during Definition and Design.
Do all the ideation, research, testing you want. If the people defining and designing the product aren’t addressing the findings of previous steps then you won’t have a usable product. That’s the power Definers & Designers possess.