It seems like design failures still occur in today’s modern branding era, despite rigorous rounds of approvals behind the scenes. One signage shows “CAUTION – Children Drive Slowly1” – one would hope they wouldn’t be driving at all! Simple punctuation marks would convey an entirely different message, which one would assume it meant “CAUTION: Children. Drive Slowly.” But somehow, the design was approved, printed and displayed, allowing a passerby to capture the fail and share it online.
In today’s digital landscape, where content can go viral in seconds, a seemingly small design oversight with typography, layout or aesthetic errors can spread rapidly. In the past, they might have been laughed off as harmless or humorous. But today, in an age of instant information sharing online, poor design choices can have deeper consequences, negatively affecting brand reputation, particularly when the message intends to communicate sensitive topics such as mental health. Therefore, designs must be approached responsibly and strategically as misinterpretation not only confuses the audience, but also reflects a lack of attention to detail, professionalism and brand integrity. This emphasises the growing challenge that brands experience, navigating the fine line between clever designs and unintended miscommunication.
Typography and layouts are not just visual choices. They shape how individuals interpret and understand messages. Elements like font size, colour, capitalisation and text placement all influence readability. With bold or oversized words designed to draw the reader’s attention, poor text placement of these emphasised words can unintentionally distort the intended meaning. Additionally, while readers tend to process text from left to right and top to bottom, unconventional design layouts can disrupt this natural reading flow, often leading to confusion and misinterpretation.
Another common mistake I see frequently are marketing and design teams prioritising visual appeal, focusing on how “pretty” a sign looks without considering how the design affects the clarity of the message. While a visually attractive sign may turn heads, it doesn’t always serve its intended function. Many signs are not just marketing tools. They are created to convey crucial information quickly and effectively. Overemphasis on aesthetics can lead to clutter and distract from the core message.
With the rise of AI platforms, upgraded UI/UX tools and intuitive editing applications, professional grade design is now more accessible than ever, efficiently generating unique ideas and concepts from user prompts. However, AI-generated content does not always capture nuances, context, or cultural sensitivities and therefore is not a replacement for creativity, understanding and proper judgment. Brands should use these tools as initial ideas to then develop further.
This is why balance is essential. Designers must consider three key aspects: visibility, readability and aesthetics. Here are some critical questions to ask during the design process:
- Is the message clear and easy to understand?
- Is the design clean and concise, or is it overloaded with information?
- Does the colour contrast improve or hinder readability?
- Does the chosen font support or distract from the message?
- Do the aesthetic choices align with the tone and purpose of the sign?
- Does typography enhance understanding or introduce ambiguity?
Designing responsibly goes beyond checking if the material looks good, has a nice layout and font style. It investigates if the message makes sense, aligns with the brand’s values and reinforces its ethical principles, to leave a positive impression. By considering these ethical implications, responsible design aims to build a trustworthy and values-driven brand that fosters a deeper connection with audiences and stakeholders. It focuses on creating meaningful and impactful communication that delivers genuine value beyond superficial aesthetics.
At Kwik Kopy, we have embraced this new design era by integrating tools like Picsart into our platform, making quality design easier to achieve. With the in-built AI image and text generator alongside editing tools, the creative possibilities are endless. However, we also believe that AI should support and not replace the human touch, acting as a creative assistant for initial design concepts. Our design experts work closely with clients to ensure every sign or message is created with clarity, intent and purpose.
Signage and branding significantly influence customer perception, with first impressions establishing the initial tone. Design in signage can evoke emotions, fostering an emotional connection with the audience. Clear messaging and polished designs build trust and credibility, demonstrating a commitment to excellence.
Ultimately, great design is not just about how something looks. It is about how effectively it communicates. In the rush toward automation, brands must not lose sight of the importance of human judgment, creativity and attention to detail in design choices.
By Sonia Shwabsky, CEO, Kwik Kopy Australia
1https://www.buzzfeed.com/hannahmarder/hilariously-bad-design-fails