Change: Through Visual Design & Branding
Growing Up in a Content-Driven World
Being raised in a world saturated with content shaped my perception of design. Everywhere I looked—whether it was scrolling through social media, walking past billboards, or flipping through magazines—design was influencing how people thought, felt, and acted. It became clear to me that visual storytelling had power. But was it always used for good?
From a young age, I was fascinated by how brands shaped culture and behaviour. Some made sustainability desirable, while others encouraged overconsumption. I realised that design wasn’t just about making things look good—it was about influencing decisions. This awareness pushed me towards ethical branding and purposeful design, ensuring that the messages I create align with positive change.
The Role of Design in Change
Visual design and branding play a critical role in shaping how people perceive the world. From climate action to social justice, design has the power to inform, inspire, and mobilise audiences. Here’s how it works:
Shaping Perceptions
Design dictates first impressions. A brand that champions sustainability, for example, can communicate this through earthy tones, minimal packaging, and eco-conscious messaging. People often judge a brand within seconds—so what they see must align with the change you seek to create.
Emotional Connection
People don’t just buy products; they buy into feelings and ideas. Brands like Patagonia and Who Gives A Crap tap into emotions, using storytelling and ethical branding to connect with conscious consumers. Studies show that emotionally driven design increases engagement and brand loyalty (Hagtvedt & Patrick, 2008).
Sparking Action
Whether it's a movement for sustainable living or gender equality, design can be a catalyst for action. A well-crafted campaign with compelling visuals and clear messaging makes it easier for people to rally behind a cause. Behavioural science backs this up—visual cues and framing techniques significantly impact decision-making (Kahneman, 2011).
Building Trust and Credibility
Trust is the foundation of change. A brand that is visually inconsistent or unclear in its messaging struggles to build credibility. Consistency in typography, colours, and tone of voice helps establish authority and reliability (Landa, 2021). Ethical branding ensures that the message isn’t just aesthetic but aligns with genuine action.
Creating Inclusive and Accessible Design
If change is the goal, accessibility must be a priority. Inclusive design ensures that messages reach diverse audiences, considering different abilities, languages, and cultural perspectives. Brands that prioritise accessibility foster greater engagement and impact (Bennett, 2019).
How You Can Use Design to Drive Change
If you’re a designer or brand strategist looking to create a meaningful impact, here are some actionable steps:
Define Your Purpose
Branding isn’t just about selling—it’s about building trust and meaning. People connect with brands that stand for something. When creating a brand or visual identity, ask:
What issue does this brand address?
How does it improve people’s lives?
Why should people care?
Tip: Start with a strong brand purpose—a simple, meaningful statement that guides all design choices.
Use Colours & Shapes to Influence Emotion
Design has a psychological impact—colours, typography, and shapes all influence perception. For example:
Green & Earthy Tones → Signal sustainability and eco-consciousness
Bold Reds & Yellows → Evoke energy, urgency, and action
Soft Blues & Neutrals → Create a sense of calm and trust
Tip: Align your visual identity with your brand’s message to create emotional resonance.
Storytelling Through Design Creates Connection
A powerful brand tells a story. Think about how brands use design to share their journey—whether it’s through packaging, social media, or advertising.
Tip: Use visual storytelling (icons, illustrations, or photography) to make your brand feel human and relatable.
Design for Accessibility & Inclusivity
Change-making brands need to be accessible to everyone. This means:
Choosing readable typography
Using high-contrast colour combinations
Designing for neurodiverse and visually impaired audiences
Tip: Apply universal design principles to make sure your message reaches a diverse audience.
Encourage Action Through Design
A brand should motivate people to take action. This can be through:
Calls to action (CTAs) → “Join the movement,” “Shop sustainably,” “Learn more”
Infographics & Visual Cues → Breaking down complex topics in a simple, engaging way
Social Proof & Community → Showcasing real stories and impact
Tip: Use design to simplify action steps—make it easy for people to engage with your mission.
Design With Impact in Mind
Growing up in a content-driven society, I saw first-hand how design can shape culture. Today, as designers, we have the ability—and responsibility—to use branding as a force for good. Whether you’re working on a startup, a social initiative, or a creative passion project, remember:
Define a clear purpose
Use colour & shape psychology
Tell a compelling brand story
Design with accessibility in mind
Encourage action through visuals
Design is more than aesthetics—it’s about making an impact.
References
Bennett, S. (2019). Inclusive design for a digital world: Designing with accessibility in mind. Apress.
Hagtvedt, H., & Patrick, V. M. (2008). Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products. Journal of Marketing Research, 45(3), 379–389.
Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux.
Landa, R. (2021). Graphic design solutions. Cengage Learning.
