When you decided on a career in design did you do so because you wanted to change the world or simply because you enjoyed being creative? Had you a clear goal in mind e.g. designing a life-changing advert? Did you want your designs to make a difference?
I ask because as a creative, we are sometimes given a brief that we know will work on one level i.e. attract attention. But on another level, will it actually call to action the audience for whom it was created? And does it have the potential to change their behaviour?
Of course the client will want to tick every box. Financially that makes sense for them. A simple example is a website. Designed badly and your potential customer will click off before appreciating any of the content. Designed well and you will take the customer through an inspiring journey.
However, before we, as designers, give ourselves too much of a pat on the back, I believe we have to see this as a multi-pronged attack. Technology and innovation are just as important as design. The big question is, at what point does this change behaviour, or is it simply that an individual’s propensity for behaviour influences how we design?
The advertising agencies of old (before the technology age) always relied on ‘consumer insights’ to inform their big ideas. What’s the human truth? How can this make our advert resonate and encourage a purchase? How can we get people to be loyal to our product?
As designers we should be looking at human behaviour, along with technology to achieve our clients’ goals. Apps are the perfect example. They’re snack sized bites - ideal for busy lives and people with a short attention span (which seems to be most of us nowadays). An app means the product or task we want is always just a tap away.
The digital world has made everything more accessible, more immediate. It is technology which helps change behaviour – good design helps people interact with it. We no longer only look to billboards to sell a product. They can be effective but simple maths will tell you that a social media campaign will reach more people than can ever be achieved by foot-traffic or a drive-by.
For me, good design is almost invisible. It makes the content accessible, fluid and easy. Great design makes the user or audience feel good, whether viewing a website, corporate video, press advert, brochure or app. The best design allows the absorption of information without the user even realising it, but in today’s fast-paced digital world we now rely heavily on technology to deliver it.
To change behaviour with design requires a whole raft of contributing factors. Insights around current behaviour patterns, communication channels, a clear strategy, not forgetting some really smart people, and that includes some fantastic designers.
Yes, design can change behaviour, but certainly not on its own.
By Andy Scarth, Group Creative Director of MBC Group.
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