The design has been historically thought in predominantly aesthetic terms, “according to how it looks”. When people see a designer, they think that their job is to make things that look nice or make things look nice. That’s fine if your goal is only to make something look attractive.
However, if you are in any field that includes promotion and persuasion, simply “looking good” can weaken or nullify the effectiveness of the message.
Design can change your positioning and the way the public perceives you and this can make the brand or product grow. For example, coffee / Starbucks: people do not go to Starbucks for the quality of the coffee but for the image they have built. In order to achieve this, we don´t only have to understand the message and understand the audience we are targeting, but we must also know how to transmit it.
When we seek to create a persuasive design, the information must be presented not only pleasantly, but must be clear, without being so pretentious. In addition, depending on what you want to show, you must use different technical and visual resources, all with the aim of making the user feel comfortable and have a good memory of the experience he lived.
This is where we put into practice the pillars of Aristotle, you must handle emotions (Ethos), arguments (Pathos) and give confidence (Logos) to the audience you are targeting. The goal is achieved when you generate a memory in the mind of the consumer.
Emotion with the visual
Emotion comes into action before reason, the shape of the things that surround us make us understand the world, but it is emotion that allows us to generate a first interpretation.
It is that subconscious level of design that helps us bring the experience generated with an image to the state of approval and pleasure. If we do not incorporate these tools, our design can not only make the message go unnoticed, but also generate the opposite reaction to the one we are looking for.
Emotion acts before reason
Our brain is constantly recieving images and all kinds of stimuli, that’s why, as designers or creators of any kind of idea or project, today more than ever we have to be aware and think well what we choose to design to be able to stand out.
It is no longer enough to deliver a functional product, the functions are a “comodity” that any brand is capable of developing. However, a friendly interface, an attractive design and a message enhanced by a persuasive design, deliver a differentiating attribute to the product and add value. It manages to leave a mark on the minds of people.