03/04/24 – BY APRIL BUTTEN
Prioritising purpose by being useful
It’s not the 90’s. Being pretty isn’t enough anymore.
The Paradigm Shift in Brand Design
Gone are the days when beauty and brains were worlds apart; today, they merge into a seamless fusion of experiential design.
As we venture deeper into the 21st century, the landscape of brand design is experiencing a monumental shift, moving away from purely aesthetic appeal to a more integrated approach where functionality and form become indistinguishable. The “2024 Design Trends” report by Behance underscores this evolution, stating, “The fusion of aesthetics with utility reflects a growing consumer desire for products and experiences that are not only beautiful but inherently useful.”
So believe me when I say, if it’s not useful, I don’t want it.
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Emerging Trends and Data
Trends from other leading design and innovation consultancies, such as IDEO, highlight a growing emphasis on designing with purpose and intention. Consumers are increasingly seeking brands that offer seamless, intuitive experiences—where every design element serves a clear function. According to the “Future of Experience Design” study by Accenture, “Consumers now expect brands to deliver experiences that are aesthetically pleasing yet fully functional, driving a deeper connection between the brand and its audience through thoughtful design.”
Brands Leading the Charge
Muji embodies the philosophy of simplicity and utility, offering products that are minimalist in design yet rich in functionality. This approach has garnered a global following, with consumers appreciating the brand’s commitment to sustainability and practicality.
Ecosia is a search engine that plants trees with its ad revenue. Its user-friendly design and utility serve a dual purpose: offering an effective search engine while also contributing to reforestation projects around the world. This approach makes Ecosia a standout example of a service-based company that embeds sustainability into the core of its user experience. And trust me, it’s just as good as Google.
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Our Take: Crafting Brand Experiences Where Design Meets Purpose
At Boast, we believe that the future of brand design lies in creating experiences where aesthetics and utility are seamlessly integrated, embodying the principle that great design should solve problems, enrich lives, and elevate experiences. In a world cluttered with the disposable, our mission is to design with mindfulness, ensuring that every element serves a purpose, enriches the brand story, and contributes to a better future.
Our approach involves deep collaboration with brands to unearth the core needs of their audiences, leveraging insights to craft designs that are not only visually captivating but also deeply resonant and functional. From functional packaging solutions to digital interfaces that solve real world issues, our goal is to redefine what it means to be a brand in the modern world.
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The Path Forward:
The aesthetic of utility represents an exciting frontier for brand design, offering a path to create more meaningful, enduring connections with consumers. To thrive in this new landscape, brands need to:
- Prioritize Purpose in Design: Begin every design project with a clear understanding of the user’s needs and the problem being solved. Dive deep into your ‘why‘.
- Foster Seamless Experiences: Ensure that every touch point offers a blend of beauty and functionality, creating a cohesive and engaging brand story.
Brands Leading the Charge
Muji embodies the philosophy of simplicity and utility, offering products that are minimalist in design yet rich in functionality. This approach has garnered a global following, with consumers appreciating the brand’s commitment to sustainability and practicality.
Ecosia is a search engine that plants trees with its ad revenue. Its user-friendly design and utility serve a dual purpose: offering an effective search engine while also contributing to reforestation projects around the world. This approach makes Ecosia a standout example of a service-based company that embeds sustainability into the core of its user experience. And trust me, it’s just as good as Google.
—
Our Take: Crafting Brand Experiences Where Design Meets Purpose
At Boast, we believe that the future of brand design lies in creating experiences where aesthetics and utility are seamlessly integrated, embodying the principle that great design should solve problems, enrich lives, and elevate experiences. In a world cluttered with the disposable, our mission is to design with mindfulness, ensuring that every element serves a purpose, enriches the brand story, and contributes to a better future.
Our approach involves deep collaboration with brands to unearth the core needs of their audiences, leveraging insights to craft designs that are not only visually captivating but also deeply resonant and functional. From functional packaging solutions to digital interfaces that solve real world issues, our goal is to redefine what it means to be a brand in the modern world.
—
The Path Forward:
The aesthetic of utility represents an exciting frontier for brand design, offering a path to create more meaningful, enduring connections with consumers. To thrive in this new landscape, brands need to:
- Prioritize Purpose in Design: Begin every design project with a clear understanding of the user’s needs and the problem being solved. Dive deep into your ‘why‘.
- Foster Seamless Experiences: Ensure that every touch point offers a blend of beauty and functionality, creating a cohesive and engaging brand story.