Designing is not just about art, there is an exact science involved. To convey the impression of an entire company through one image, to be able to communicate to millions of people through the medium of one single design, to have a timeless recognition by means of a single logo or a monogram creation is truly a marvelous achievement. The amount of hard work and the busloads of creativity that must go in creating that one perfect look are undoubted, as anybody who has ever held a pencil to draw a sketch would know just what it means to have a perfect design.
But there are several factors that can help a designer achieve his goal of creating the perfect image, the kind of work that not only satisfies his customers, but is timeless, and gains them a long term client as well. By creating what we call a Happy Design, every designer can certify a good credit to his name, not to mention fat paychecks and future recommendations!
What is a Happy Design?
It is not just a design with a smiley in it; a Happy Design is an emotional design, something that enables the customers to connect with the company on a personal level, an image that immediately brings some form of emotional contact, inspires some wonderful feeling of either joy or confidence and pleasure. For instance, the arrow in the Amazon’s logo not only projects the swiftly working site which takes you from A to Z, it also creates a smile and the golden color of it gives off the feeling of joy at being able to serve.
All such feelings have the quality to create a lasting impact, that when they are generated they form a bond, and whenever the image or the logo is revisited, it triggers the same feelings of closeness and sense of security that the customer has associated with the said brand.
Every Brand’s ‘Happy’ Is Different:
There cannot be fixed criteria for creating a positive image, because to different products, it pertains to different ideologies. For instance, for an insurance company it may mean projecting the idea of security, whereas, for a bakery having the right positive image may mean recreating the aroma of freshly baked mom’s cookies. For an express mail service, the speed and reliability of their service is their ‘happy’, like FedEx uses the negative space in its simple design to stress their speed, and for children’s store, the cuddly playful impression is what will make their logo click.
The designs that are considered the most successful are those which have communicated a certain message to their target audience, have created that lasting impact and that lingering feeling of affection in the minds and hearts of their consumers, like Walt Disney’s famous Mickey Mouse, which is known globally for its brand. It does not matter if it is a web design or a detergent soap bar; it’s really the thought behind the design that counts. It is all about human nature, and how we connect with others on a basic level. Consider these logos that give you an instant feeling of warmth and cheerfulness:
The Emotion Guide Of Popular Brand Logos from DesignMantic
How Designer Should Perceive Emotions In Design?
It is imperative for a designer to understand his client’s ideology, along with the message that the given product is supposed to convey, combined with the audience that the design is aimed at. It is a very tricky business, and designers walk a very tight rope while doing it. It does not sound possible when you think that a designer is supposed to incorporate so many details into one design, and then try to make it as appealing and emotionally captivating that a consumer is drawn in and hitched onto the product for a long time. But that is the way it works! If a design is not well thought out, not only will it not be able to compete in its market, it will also be unable to attract the customers, let alone connect with them. The disaster of London Olympics 2012 logo is a blatant example of a design gone horribly wrong, and the same goes for the 2014 FIFA World Cup logo, many people were unhappy with the mixed message the design conveyed.