Why Strategic Design Matters
Back in my first year of art school, my graphic design teacher laid down a nugget of wisdom:
“Art is subjective, Design is not.”
Simply put, design can be measured objectively—it's all about communicating a message effectively.
We often see brands sharing messages like “Buy our product,” “Buy it from us,” or “If you buy my product, you will be _____. These messages align directly with what, how, and why should you care. However, the key lies in the content of these messages and the consistency of their delivery. It’s not just about what you say, it’s about how you say it. It's not only how often you say it, but whether all those messages feel like they're coming from the same solid place. And yes, the word choice plays an important role here, but the design should support that message as well.
Let's get real. If your goal is to be the go-to in your biz and have folks trust you, you've got to keep it consistent. Consistency in both message and design form plays an important role in shaping how your audience perceives you. And guess what happens when there's no consistency? Trust takes a nosedive. So yes, you need strategic design not only to make your message legible but also to communicate your personality.
This is much easier to explain with visuals. Let’s imagine you're this high-end boutique throwing a 'once in a lifetime' sale, and you need an Ad to share this message. Here are two approaches:
The delivery of these messages is starkly distinct. The one on the right (or below if you are reading this on a phone) might make your regulars think you've gone rogue or hit some rough patch, right? The whole vibe is I am desperate for money, come buy from us. Not what you would expect for a high-end boutique, right?
Yet, for Forever21, this delivery fits perfectly. It is effective for them because it aligns with their branding, it is consistent with what we are expecting from a brand that often targets ‘broke’ college kids.
So, if you're thinking slapping together ads quickly, and copying someone else’s strategy is smart… think again. Sure, it might be quick, but is it working? Is it shouting your brand loud enough, or is it turning off customers? Does it feel like it’s coming from someone else? Just because it works for someone else, it doesn’t mean it will work for you. Not using design strategically is like making something pretty that is not functional. It is basically art.
Strategic design matters because it allows you to create content based on the knowledge that it will attract your ideal clients. But also, it will represent who you are as a brand with consistency.
Effective design isn't some artsy debate. It's legit. It supports your message, not only making it legible but also inherently adding attributes your audience will pick up. Your audience is sharp—they can tell a lot by a piece of content. Trust me; it's worth it to invest in understanding how to stay consistent and know your message is landing just the way you want it to.
The goal is to own the narrative, to exactly know what you are saying and how. Using a randomly chosen template is risky if you don’t understand what your audience is attracted to, or how that specific style relates to your brand.
To use the power of design you need to first define your aesthetics based on who you are attracting and who you are as a brand. Crafting a visual identity based on these insights is the way to go, but you also need the tools to stay consistent. A style guide with colors, fonts, and brand marks would be the absolute best, but if you don’t have that, no worries, I am going to leave you some prompts so you can use a filter system to check if a piece of content is at least somewhat consistent with your brand.
Does it Align with your Colors?
Check if the color palette used in the content aligns with your colors. Ensure consistency across all visuals. If you have not picked a color palette, consider sticking to a few colors.
Is the Font Choice On-Brand?
Verify that the chosen fonts match the style of your brand. Ensure uniformity in titles and body text for a cohesive look. Don’t pick a display font for paragraphs, please.
Does It Follow Your Visual Theme?
Examine if the post adheres to your established mood. Confirm that the chosen photography or video style contributes to a consistent overall look. Compare and contrast with past content.
Is the Message Clear and On-Brand?
Ensure the message of the content is in line with your communication style. Confirm that the tone and language reflect your brand personality. sk yourself the question: Does this sound like me or us?
Is User-Generated Content Aligned with Your Aesthetic?
Evaluate user-generated content to ensure it aligns with our visual aesthetic. Repost content that complements your brand image.
Are Branded Hashtags Included?
Verify that most of your posts include branded hashtags. Consistent hashtag usage helps categorize content and enhances brand visibility.
Does the Profile Picture Reflect your Brand?
Regularly check that your profile picture is uniform across all platforms. A consistent profile image aids brand recognition.
Use these questions to filter any content to stay consistent. Remember consistency makes us memorable.
IF YOU FOUND SOMETHING INSPIRING, INTRIGUING, OR ENCOURAGING IN THIS JOURNAL ENTRY—
I WOULD LOVE TO KNOW!
Send me a message in the DMs or contact me to inquire about working together. I can’t wait to keep the conversation going.
