How to Use Design For Good: An Exploration Of Humanity-Centred Design

“It has become appallingly obvious that our technology has exceeded our humanity.” -Albert Einstein We live in a world where design, technology, and humans must coexist peacefully. In recent years, the concept of Human-Centred Design has emerged to encourage designers to consider the user’s needs and experiences as the most important aspect of the design. […]

Posted in 16/01/2024 by

Categories: Design

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“It has become appallingly obvious that our technology has exceeded our humanity.”

-Albert Einstein

We live in a world where design, technology, and humans must coexist peacefully. In recent years, the concept of Human-Centred Design has emerged to encourage designers to consider the user’s needs and experiences as the most important aspect of the design. Human-Centred Design is fundamentally about understanding and addressing the needs and desires of individuals. It’s rooted in empathy, user research, and usability testing.

Understanding the psychology, emotions, and motivations of the user has been leveraged by clever designers to create seamless experiences and innovative products. However, as they say, great power comes with great responsibility. Despite the popularity of Human-Centred Design, these tactics and strategies have not always been used for good. Enter. An evolution from the Human-Centred Design Humanity-Centred Design methodology, which challenges designers to broaden their thinking to consider the impacts of their designs on society and the world as a whole. It encompasses a broader perspective. Addressing not only the individual user’s needs and desires but also the societal, environmental, and global impacts. It begs the question, are you using design for good?

Principles of Humanity-Centred Design

In a world where technology is deeply woven into the fabric of our lives, the decisions made by designers and developers have far-reaching consequences. We’ve seen how products and services can inadvertently lead to privacy invasions, social inequalities, declining mental health, and environmental degradation. Humanity-Centred Design helps anticipate and mitigate these negative impacts by considering the broader ecosystem in which a product or service will exist.

The Need for Humanity-Centred Design

Empathy

It’s important to deeply understand and empathise with not only the individual users, but also the people and communities impacted by a product and its design. Designers should consider the needs, perspectives and emotions o all stakeholders to create solutions that genuinely serve the user while also respecting the impact on society.

Long-Term Impact

It’s important to think about the long-term impacts of our design decisions on society and the environment. Designers should aim to create solutions that are sustainable rather than contributing to short-term gains at the expense of long-term wellbeing.

Ethical Considerations

We must consider the ethical implications of our design decisions. Designers should actively evaluate the potential ethical implications of their creations, to ensure they don’t harm, exploit, or in infringe upon the rights of individuals and communities.

The Broader Ecosystem

Designs are not isolated entities, but are integrated into larger ecosystems. This principle encourages designers to address systemic issues, seek collaborative solutions and promote harmony within the context that their designs exist.

Designs are not isolated entities, but are integrated into larger ecosystems. This principle encourages designers to address systemic issues, seek collaborative solutions and promote harmony within the context that their designs exist.

Implementing Humanity-Centred Design

Conduct Comprehensive Research

Prior to commencing any design work, it’s important to delve into the societal and  environmental impacts of a product and its design. This includes user research, market  research, and research to understand the broader impacts.

Collaborate with a Diverse Team 

Collaboration between a diverse and multidisciplinary team fosters innovation,  highlights potential blind spots and helps to ensure that designs are inclusive and  considerate of different backgrounds.

Consider the Unintended Consequences

Designers must actively think about and anticipate potential negative impacts, striving  to create solutions that have a net positive impact. They must also implement  strategies to mitigate any potential harm.

Test and Iterate

It’s important to test the product or service with real users and iterate based on the  feedback received. This ensures that the final product aligns with the principles of  empathy, ethics, longevity and considers the broader ecosystem in which it exists.

Instead of asking “how might we? Start asking, “at what cost?”

In summary, Humanity-Centred Design is an approach that considers the broader  impacts of design decisions on society and the environment. It involves empathy,  ethical considerations, long-term impact considerations, and an understanding of the  broader ecosystem. 

By implementing Humanity-Centred Design principles, we can create products and  services that are not only usable and enjoyable for individual users but also have a positive impact on the broader community and the world. Want to chat more about Humanity-Centred Design? Let’s connect.

Branding 101: Essentials for Reinvention

The concept of a “brand” is often misunderstood. A brand isn’t simply a logo or a PDF filled with guidelines. It’s a living, breathing entity. It should be fluid and constantly evolving. Brands should change, adapt and grow with a business over time. That being said. All brands need to start somewhere. To give you […]

Posted in 08/01/2024 by

Categories: Branding Design

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The concept of a “brand” is often misunderstood. A brand isn’t simply a logo or a PDF filled with guidelines. It’s a living, breathing entity. It should be fluid and constantly evolving. Brands should change, adapt and grow with a business over time. That being said. All brands need to start somewhere. To give you a helping hand, we’ve identified the key ingredients for a meaningful, distinctive and memorable brand. The first is a strong brand strategy. Then, of course, a logo. And finally, a visual brand language. Combined, you’ve got the three essential elements required to (re)invent your brand.

Brand Strategy

Brand concept

Good brands start with an idea. Not an aesthetic. With the relentless pace of the trend cycle, rooting your brand in something real like an idea or a concept is the best way to ensure longevity.

Building a brand strategy requires you to start with rich and valuable insights about your brand and industry. It also demands empathy and intelligence to truly understand your audience. The process of developing a brand identity involves asking questions to gain a complete understanding of who you want your brand to be. You need to explore: What problem does your brand solve? What is your brand’s motivation? And, what does your end user care about? It also requires you to challenge assumptions and dig deep into the core reason that your business exists. Once you’ve uncovered the what’s who’s and whys, you’ll be better equipped to embark on a brand strategy.

Brand values & personality

Once you’ve had your lightbulb moment and identified the organising idea of your brand, it’s time to explore the brand values and personality. Start by synthesising the insights illuminated during your ideas sessions. Then, you can begin to distil what’s most important into a succinct list of brand values. Your values will inform what your brand says. Your brand’s personality, however, will inform how you say it.

To determine your brand’s personality, you essentially need to decide, if your brand was personified, what would they be like. Would they be moody and creative? Would they be bubbly and bright? Your brand’s personality is the lens through which all communication should be filtered. From your brand’s typeface, to its tag line, to its website design.

Brand name

This is the time to get weird. Why? Because first impressions matter. Distinctive? Memorable? Forgettable? The impression that you make has a lot to do with your brand’s name.

In a space where everyone is trying to stand out it can be difficult to make your voice heard. Whether it’s a newborn brand making its debut into the world or an existing one wanting to shed its past and start fresh. The process of finding your brand’s name is a crucial step in building your brand’s identity.

That’s why when it comes to brand names, our stance is, the weirder the better. With such a big and risky decision as a name, brands tend to stick to the status quo to avoid regret in the long run. Our tip? Remove the safety goggles. Then, what you’ll see is that often, the most memorable brands are the ones that aren’t afraid to take risks. Think about brands like Slack, Apple, Virgin and Google. They took a risk. They went with something a bit weird. That’s what makes them stand out.

Brand voice

Good brands are brands with something to say. They have a point of view. How a brand communicates, whether through visual elements or through words, is at the very heart of who they are. This is why your brand voice should never be an afterthought. It’s a common mistake. Spending all of the time building a brand strategy and designing a visually brilliant brand. The end result? A copywriter in a sea of lorem ipsum, struggling to fill out pre-determined sections of copy.

When you consider the brand voice from the very beginning of the branding journey, the result is different. The brand voice will be infused with the brand’s personality. It will reflect the brand’s values. And, it will help tell the brand’s story.

Brand narrative

An essential element of any successful brand is human connection. Genuine connection is forged through storytelling. Contrary to popular belief, your brand story is not simply your origin story. It’s a compelling and carefully crafted narrative that resonates with your audience. Having an authentic brand story helps evoke emotion, connection and even brand loyalty with your customers. 

While a brand’s strategy gives it direction. A brand’s story gives it purpose. To write a thoughtful and influential brand narrative you need a deep understanding of your audience. Their hopes, dreams, desires and problems. Find a way to connect with them emotionally, while also being authentic to your brand values and personality. Once you get your brand’s story straight, it needs to be implemented effectively. The brand’s story should be understood by every single person in the business. From the CEO, to the designers, to the marketing team to the person manning the front desk.

LOGO

Clear, concise, and instantly recognisable. Your logo is the culmination of your brand. Today, people are busier and savvier than ever. Outdated and low-quality logos can be the difference between capturing someone’s attention and losing them to a competitor. A good logo encapsulates your brand’s identity into a single mark that is simple, distinctive and relevant. This where all of the legwork you did during the brand strategy really pays off.

VISUAL BRAND LANGUAGE

Brand colour

Unsurprisingly, here at Orange, we take colour pretty seriously. Choosing a colour to represent your brand is not a decision that should be made lightly. In some cases, it could be the difference between success and failure. Gone are the days of blue for corporate and red for fast food. In today’s oversaturated marketplace, every element of your brand is an opportunity to stand out. Colour is no exception.

When choosing a brand colour, one strategy is to look at what your competitors are doing and simply do the opposite. Just look at Up Bank. In a sea of banking brands choosing blue for trust and green for cash, they went rogue with a vibrant coral orange.

Once you’ve selected a brand colour, our advice is to pick and stick. Just look how well it’s worked for Tiffany and Co. Choosing the right brand colour, and sticking with it, is a key ingredient for creating a memorable, and even iconic, brand.

Typeface

A typeface is a prime example of why the visual elements of a brand should be rooted in the brand’s strategy. It’s why investing time and resources into developing a thoughtful and comprehensive brand identity will set you up for success. 

By delving into your brand’s ethos, values and personality, you can select a typeface that perfectly encapsulates who your brand is and what it wants to say. Contemporary or classic. Quirky or cool. Creative or highly technical. Through sharp lines, bold curves or wonky shapes, the right typeface can communicate your brand’s personality and complement your brand’s voice.

Shapes & Imagery

An extension of your visual brand language is the graphic elements and imagery style. Why is this important? Well, meaningful graphic elements extracted from your brand’s visual identity can be used to create a consistent brand language. Used effectively, strong visual guidelines will aid in building awareness for your brand as well as becoming memorable in the minds of your audience. This brand language can be used across everything your brand does, from your website to your marketing materials, to ensure your brand is instantly recognisable.

“Your brand is what other people say about you when you’re not in the room.”

Jeff Bezos

The process of creating, or recreating a brand, can be painful, uncomfortable and down-right unpleasant. It’s no wonder that so few rebrands are done in house. Leaning on an agency to guide you through the journey eases the pain of rapid, and sometimes drastic, change and makes the experience as smooth and comfortable as possible. If you want a brand that is unique, compelling and gets people talking, team up with the experts.

Orange Digital is an agency that not only talks the talk. We also walk the walk. If you want to see what we’ve whipped up for our very own rebrand, check out more of our new website.