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I read a post that said “how to not make your blue look corporate.” This is one post that got me thinking, how can designers actually create a design that has certain cold tones without making it look corporately dull? This is where the idea of the guide came. And this is where we’ll discuss some tips for designers to help them shake their heads and create something unique with a persona of its own (without the dullness effect).
The first trick to start our guide with is how corporate design is not defined by a certain color palette. Yes, blue not being corporate caught my attention; however, it’s how predictable the blue tone will be that made me realize that color palettes are NOT the problem. The issue lies within predictability and repetitiveness. Same concept, same color tones, different design. One that doesn’t look so different after the end result. Ready to unravel it all? Let’s dive in.
Don’t Design for Approval
Marketing visuals may look corporate because they’re created in a way that avoids “offending” anyone. Does this mean your design should be offensive? Not the point here. The elephant in the room that no one is acknowledging is how designers are doing the following:
- Softening bold ideas to not be so bold anymore.
- Centering layouts as if it were unusual is something to steer clear of.
- Using stock images or AI-generated images to stay in the safest lane.
The endgame in this scenario is how designers are playing it safe while not noticing that the moment someone passes the post is the moment they will scroll without their attention being grabbed; thus, RIP post, design, and even traction. If you as a designer wish to avoid criticism, then by all means, do it. However, this means that you stay hidden and not seen.
Because becoming a good designer means you are an attention seeker (the good type). The one that grabs attention like magnets grab metal objects. Because if you design something that feels like it could belong to any company or industry, then you’re most probably facing a creative block or in desperate need of taking a leap of faith with your boldness.
Personality Is Your Biggest Design Asset
Brand identity is something that shouldn’t stop at the logo. There is photography, typography, that amount of spacing that makes all the difference, the illustration style, and the copywriting. Even the elements that tend to intentionally break the grid all have one aim to reach: show personality. The question that you should ask that is a problem solver for a designer is, “Would someone recognize this without seeing a certain logo on it?” If the answer is no, then make sure to revisit your visual identity. Because brands that are the strongest are the ones that people tend to recognize even without their logos on a design.
Imperfection Creates Connection
“Polished.” One word that a lot are tired of seeing. Nowadays authenticity is what wins people over. That is why an imperfect design is what will help you create a genuine connection with your audience. Now big brands intentionally leave room for imperfections. That is, because they know that a bold way of cropping a design or writing something in an imperfect handwritten font is what could make the brand feel crafted instead of “manufactured.” People connect with feelings. And what’s better than pouring your feelings as a designer into something that makes someone out there feel, “Wow, this is so creative”?
Design for Emotions
Every single marketing design has a job beyond delivering information. The job is to cause someone to feel something. Sparking emotion is the target. Designs should make people feel curious, make them excited, make them start a conversation, or make them feel relieved as the design simplified a piece of information.
Because if you take a closer look, you’ll find that successful visuals are the ones that make audiences feel something rather than simply communicate a message alone. Today’s world is one that is overflowing with perfect templates. In such a world, your personality becomes the most valuable asset your design will own. That is why the moral of this guide (or story) is to simply show it.
