Design Basics - Why looking good is not enough (but helps)
Hey Design Checker,
We need to talk.
Because many brands look like someone googled 12 colors, threw 3 fonts together and parked the logo in the middle - done. 😵💫
But: Design is not a decorative theme.
Design IS brand management. In color. In form. In feeling.
And if that doesn't work, your branding is just: expensive and random.
Here's the deal: Good brands don't just look good - they look well thought out.
And in such a way that you can:
- recognize in passing
- can feel
- keep in mind
So - what do you need?
1. a color world that can do more than "I like"
Colors set the mood.
They tell you whether your brand is more of a therapy or a party.
Important: Less Pinterest, more positioning.
Example: This Place (CBD) - plays with soft natural tones instead of the typical "green health print" and thus looks like self-care instead of a pharmacy.
2. a typo that has its say
Your font is not neutral. It is either "fancy", "functional" or "feels wrong".
And: You don't need 5. Two is enough. One strong main font, one good addition. That's it.
Example: Gitti - clear sans serif for a modern, clean feel. Without frills, without fashion overkill.
3. a logo that can do more than "stand in front of the name"
A good logo is not loud, but clear.
It doesn't have to shout - it has to fit.
And if you cover it up, people should still know it's you.
Best case? Cowboy Bikes. They use their logo (and their C) smartly everywhere - from website to packaging.
4. design consistency = brand trust
Every platform is a touchpoint.
And if your Insta looks like 2023, your newsletter like 2009 and your LinkedIn like Windows XP - then it doesn't look edgy, it looks haphazard.
So go for it.
Design is not a mood. It is a system.
Conclusion:
Design is what people see before they read what you want to say.
If it doesn't fit - nobody looks.
If it catches - buy it.
Design works. But only if it's not arbitrary.
So: do less decoration. Make more brand.
See you next week - stay clear, stay smart, stay you.
Chantalle
