Design Manipulation
Brands, those omnipresent forces, craft narratives that seamlessly integrate into our lives. Their stories seep into our consciousness, influencing not just our choices but our perceptions. Take, for instance, the humble Tylenol pill or the emblematic Mastercard. Stripped of their branding prowess, a Tylenol is just a tablet and Mastercard, merely a piece of plastic. But in our world, thanks to branding, they’re more. Much more. A foray into a video by Design Theory titled “How Brands Use Design & Marketing to Control Your Mind” reveals the layers of these branding strategies and the silent conversations they orchestrate.
One wonders: how do such brands create a universe where they reign supreme? It’s not just through catchy advertisements or premium placements. It’s a combination of intricate design and strategic marketing, where every color, font, and positioning resonates with an emotion, a value, or a memory.
Design, especially in the digital age, has taken center stage. As UX designers, we often come face-to-face with the implications of these branding narratives. Every interface we design, every user interaction we map, there’s a brand story guiding us. The world of e-commerce provides a lucid example. “Limited stock” banners, “exclusive deals” pop-ups, or the ticking clocks on discount offers are not mere information snippets. They’re meticulously crafted designs that play on human psychology, capitalizing on our innate fear of missing out, urging us to act, to buy.
Yet, as designers, it’s imperative to ensure that our designs uphold the truth. Take the debate around kerning, a topic that the video delves into. The spacing between letters might seem a trivial detail to many, but to a brand, it’s an element that could influence perception. A product labeled with ‘exquisite’ fonts could be perceived as luxury, while the same item with plain fonts may not carry the same aura. However, intentionally skewing such designs, for instance, by deliberately offsetting kerning to create a ‘limited edition’ feel can be misleading.
This brings us to the heart of ethical design. It’s not just about aesthetics but being genuine. As UX designers, while we strive to create compelling user experiences, it’s crucial that we champion transparency. In an era where a shirt is not just apparel but a canvas of self-expression, or where an ‘alien language’ font on a t-shirt becomes a cryptic message for a select few, the power of design is evident. But with great power comes great responsibility.
Brands will continue their dance of allure, using design as their partner. The ‘magic shows’ of branding, as the Design Theory video suggests, will continue to enthrall us with smoke and mirrors. But it’s upon us, the consumers, and more importantly, the designers, to differentiate between the spectacle and reality.
For those intrigued by the nuances of branding and its interplay with design, the Design Theory video offers a deeper dive. It’s a revelation, an exploration, and perhaps, a mirror reflecting our own susceptibilities. But, remember, in this ever-evolving dance of brands, being aware is half the battle won.
