This post, written by Steve Moore, is part of an ongoing series of collaborative conversations. He grants rights to its usage under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License.
Today, you hear a lot about the importance of branding, in the online world. Whether you’re selling T-shirts for your band, writing Op-Eds for a periodical, or mocking up websites for photographers, you are aware of the idea of brand control and its potential impact. Business owners need to be sure that the products they put out are consistent with their plans for objectives as a company. It is the same in education; a teacher needs to be consistent in his or her message to the class about his lessons. If the rules appear to change for no reason, then you lose credibility. You lose your audience. Such is the purpose of design, to help you communicate your brand’s message clearly. But how does good design contribute to your objective? Isn’t such a thing as ephemeral as “design” only a subjective screen covering a person’s idea? How does good design help define who you are as a professional?
These are all questions with dangerously simple answers. They are questions specific to expression, that we all think we understand. The truth is, the ideas of design and expression boil your idea, your product, or your company down to one thing: Identity.
Being the good little scholar of literary concepts that I am, I naturally connect this concept which some may see as strictly economic, like “branding,” or rooted in art, like “design,” as a question of narrative importance. Design is all about who you are; it’s all about building, maintaining, and sharing your identity. So design becomes much less murky if you know who you are (or who/what you are representing). That’s simple, right!? Dang, that’s two posts in a row an interrobang could have come in handy. Sure it’s simple. Just open your chest up and look inside. Pop the hood. Crack open the server case. Read your old book-jacket cover. Well, if only life came with instr–resisting the urge to use cliche–if only, people were so simple, so static…
If design is inherently connected to identity, then marketers had better get on the couch and start self-discovering. Building web pages, you hear a lot about optimization through the use of “meta tags” that mark your domain with keywords. Looking at the word “meta,” (which is really more of a prefix) we find that it means “in reference to,” “about,” or “from within.” So websites and their designers need to do a little soul searching before their designs are complete. If you don’t understand the “within” for a particular job (web designers), then you most likely won’t be able to meet the needs of your client. Business owners, on the other hand, need to understand themselves before having new design implemented.
What questions can I ask myself related to establishing identity?
What language do I speak?
This is not as simple as it sounds; language is as deep and pervasive as any aspect of our identities. Furthermore, this question goes beyond what geographical tongue you use, but makes you describe who your audience is. Who are you trying to reach? Design, by definition, should fit a pre-determined purpose. Your website should be designed to fit a group or type of person with specific objectives. Maybe you are a blogger yourself and so, in considering design, you can access your own metacognitive habits and thoughts. Considering that I have a lot of readers who are, themselves, bloggers, web designers, and writers, I do my best to casually tailor my posts to fit their lexicons. I have an education blog too; I use different language off-the-cuff there than I would here.
For example, I may very easily dip into the educational “alphabet soup,” as one of my professors called it, and confuse readers if I am not careful. I wouldn’t dare write this sentence here without explanation:
“While NCLB may be considered to drive more action-based WFSGs and PDCs, there is only correlative data to support this claim.”
Most people in the field of education (or very active parents) would understand that I’m writing about No Child Left Behind, Whole Faculty Study Groups, and Professional Development Communities, but a web designer would be rather perplexed most likely. On the same hand, I wouldn’t want to write this sentence in an education blog post:
“While pervasive in the development world, recursive acronyms like PHP, GNU, and TIP are humorous in ways often not understood by those outside of the field.”
What is your history?
Knowing where you have been is crucial to knowing where you are and where you want to go. So understanding the origins of your ideas is very helpful in forming a dialogue with your audience. If your readers perceive that you have an appropriate level of authority, then it will be much more likely for them to subscribe to your ideas. Being able to express where you are coming from is key to building a base upon which to prop your design (whatever it may be). Consider the classic frame of the Hero’s Journey, as Joseph Campbell describes it:
Inception: the hero’s call to action (expressing the origins of your idea)
Trial by fire: the hero’s challenge (show your work and experience)
Return: the hero finds his/her way home, changed (explain how you are unique)
I have always understood the basic plan for design to be rooted in this information. Maybe it’s your updated business plan, your master’s thesis, or an autobiographical reflection; find useful ways to incorporate this information, and your design will be more authentic for it.