{"id":16797,"date":"2019-01-31T11:00:20","date_gmt":"2019-01-31T19:00:20","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=16797"},"modified":"2024-06-12T20:49:04","modified_gmt":"2024-06-13T03:49:04","slug":"subtle-detail-that-gives-a-design-its-entire-personality","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/subtle-detail-that-gives-a-design-its-entire-personality\/","title":{"rendered":"The Subtle Detail That Gives A Design Its Entire Personality"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16799\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/1200x600-subtle-detail-article-header.png\" alt=\"empathy in design\" width=\"1200\" height=\"601\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/1200x600-subtle-detail-article-header.png 1200w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/1200x600-subtle-detail-article-header-599x300.png 599w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/1200x600-subtle-detail-article-header-768x385.png 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/1200x600-subtle-detail-article-header-1024x513.png 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><em><strong>What&#8217;s the biggest difference between your designs and a $20 template?<\/strong><\/em><\/p>\n<p>Companies ask themselves this every time they enter the market. With the widespread advertising from website builder tools, it&#8217;s an entirely rational question to ask.<\/p>\n<p>What do you have that they don&#8217;t? Turns out, there&#8217;s one subtle detail that gives design its entire personality\u2026 that extra \u201coomph\u201d that no template or builder could ever hope to provide.<\/p>\n<p>In this post we&#8217;ll unpack what that subtle detail is, and why it matters so much. This will help us to better appreciate the skills offered by designers and give us language to articulate this value.<\/p>\n<p>Let&#8217;s go on a little journey through how successful websites are designed:<\/p>\n<h2>1. Reading the story<\/h2>\n<p>The design process starts with the copy being written and handed to the designer. This copy contains the story. As designers, it is our duty to bring it to life by giving it a visual form.<\/p>\n<p>It\u2019s essential we understand the value of the story being told before we begin.<\/p>\n<p>This is why we read with the mindset of a designer. We engage our mind\u2019s eye to seek out the narrative, the journey, and the key messages. The narrative is the thread that runs through the text and ties the events together. The journey is layered on top of and responds to the narrative. It can be emotional or factual. The key messages are the most important points in the narrative or the journey that we can take from the copy.<\/p>\n<p>Identifying these elements is imperative to understanding why this page exists and what is happening in the overall story.<\/p>\n<p><b>At this stage,<\/b> we only have words on a page. There are no visuals, no fonts, or anything else. The visual story will come later.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16803\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/jelleke-vanooteghem-488228-unsplash-1024x683.jpg\" alt=\"elements of the design\" width=\"700\" height=\"467\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/jelleke-vanooteghem-488228-unsplash-1024x683.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/jelleke-vanooteghem-488228-unsplash-450x300.jpg 450w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/jelleke-vanooteghem-488228-unsplash-768x512.jpg 768w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Photo by&nbsp;<a href=\"https:\/\/unsplash.com\/photos\/2OCh8tuNsBo?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Jelleke Vanooteghem<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/unsplash.com\/?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><\/p>\n<p>For now, we should:<\/p>\n<ul>\n<li><b>Focus on the words. <\/b>That is to say that we shouldn&#8217;t get too far ahead of ourselves and begin imagining what the design may look like, yet. The temptation may be there but resist it till the next stage. For the time being, we\u2019ll give our all to studying the words and their meaning.<\/li>\n<li><b>Embrace and experience the story from a designer\u2019s perspective. <\/b>Designers have a special ability to feel what a story is telling us. This is what separates quality designers from the rest of the pack. Use this ability to see beyond the words and understand the story and its constituent parts.<\/li>\n<li><b>Use your intuition to delve into the details. <\/b>As you read, think through what\u2019s being said underneath the words. What isn\u2019t written, but shows through in the copy anyhow? What has the writer hinted at without saying explicitly?<\/li>\n<\/ul>\n<h2>2. Asking \u201cWhat did I just see?\u201d<\/h2>\n<p>After a thorough read through, it\u2019s time to dig deeper into the story. This can be done by asking questions like:<\/p>\n<ul>\n<li>What big feelings did the copy leave me with?<\/li>\n<li>What did I see with my mind\u2019s eye?<\/li>\n<li>What texture did the story have?<\/li>\n<li>Were some sections of the story particularly dramatic?<\/li>\n<li>Did any patterns or colors come to mind?<\/li>\n<\/ul>\n<p>This step seems abstract at first, but building an initial rich mental picture of the story is key to the success of the final design. After all, it&#8217;s our responsibility as designers to bring that story to life.<\/p>\n<p>The best designers do this. They&#8217;re able to say \u201clook at this\u201d rather than \u201clook at me\u201d. How? They&#8217;re adept at creating a very rich and developed understanding of the stories they work with.<\/p>\n<p>When we understand the story entirely \u2013 its tone, background, and key messages, etc. \u2013 we can convey it to readers who aren\u2019t designers and don\u2019t have that gift of expression.<\/p>\n<p><b>After asking questions about the story,<\/b> it&#8217;s essential to sum up the key emotions we\u2019re left with. Listing a range of emotions felt can help us in the design phase. We need to reflect those emotions through design. Pinning them down will ensure our final design captures the story fully.<\/p>\n<h2>3. Checking that perceptions are aligned<\/h2>\n<p>Now that we have a fleshed out idea of the story we&#8217;re working with, it\u2019s time to confirm how accurate our interpretation is.<\/p>\n<p>Did we see what the target audience will see? Did we see what the <i>project owner<\/i> wants them to see?<\/p>\n<p>If our interpretation is different, the copy gave us the wrong impression and it will have to be adapted and refined before the design process goes ahead. It will make the story clearer going forward.<\/p>\n<p>Once our understanding of the story is aligned, it\u2019s time to look at it from the perspective of our target audience.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16801\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/emily-morter-188019-unsplash-1024x683.jpg\" alt=\"what's the difference between a design and a template\" width=\"700\" height=\"467\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/emily-morter-188019-unsplash-1024x683.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/emily-morter-188019-unsplash-450x300.jpg 450w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/emily-morter-188019-unsplash-768x512.jpg 768w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Photo by&nbsp;<a href=\"https:\/\/unsplash.com\/photos\/8xAA0f9yQnE?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Emily Morter<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/unsplash.com\/?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><\/p>\n<p><b>We should ask questions<\/b> about our audience to better understand how the story will be framed in their minds:<\/p>\n<ul>\n<li><b>Who are they? <\/b>Consider putting together personas (or using existing ones related to the project) to segregate your audience and understand each individual group on a deeper level. Think of things like age, profession and interests.<\/li>\n<li><b>What&#8217;s their experience? <\/b>After understanding the personas that&#8217;ll interact with your story, ask how their unique experiences will affect their view of it. Are they related to the story somehow? Will this help or hinder them when it comes to understanding it?<\/li>\n<li><b>What are their needs, hopes, desires, dreams and fears? <\/b>There are no more powerful motivators than these. Put yourself in the shoes of your audience and consider each of the above to gain a deeper perspective of how they&#8217;ll approach the story. Their needs are especially important here &#8211; what can\u2019t they live without?<\/li>\n<\/ul>\n<h2>4. Bringing it to life<\/h2>\n<p>At this point, you\u2019re probably wondering, \u201cJeez, we have done a lot of work, but &nbsp;only have text on a page.\u201d However, we now also have a totally developed understanding of the story, and it\u2019s time to breathe life into it with the design.<\/p>\n<p><b>Promoting story through design<\/b><\/p>\n<p>Every choice that we make \u2013 font, color, size, composition, motion graphics, etc. \u2013 should reveal and promote the story. We must use our designer&#8217;s mind to make sure the story is brought to life.<\/p>\n<p>Begin by gathering images based on what we saw in our mind\u2019s eye. Did we see any faces, objects, scenes or other elements?<\/p>\n<p>Illustrations, with their ability to unpack and simplify abstract concepts, will probably play a part too.<\/p>\n<p>Think about the hierarchy of information and how it&#8217;ll be organized. There may be core pieces of information and more supplementary pieces \u2013 how will these be presented and differentiated?<\/p>\n<p>All of these decisions will help tell the story. Some people see design as the decoration of a page before putting words onto it. But as this process reveals, it is far more: <\/p>\n<blockquote><p><b>We are visual storytellers.<\/b><\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16800\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/kaleidico-754613-unsplash-450x300.jpg\" alt=\"drawing UI mockups\" width=\"700\" height=\"467\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/kaleidico-754613-unsplash-450x300.jpg 450w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/kaleidico-754613-unsplash-768x512.jpg 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2019\/01\/kaleidico-754613-unsplash-1024x683.jpg 1024w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Photo by&nbsp;<a href=\"https:\/\/unsplash.com\/photos\/26MJGnCM0Wc?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Kaleidico<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/unsplash.com\/?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><\/p>\n<p><b>Remaining focused<\/b><\/p>\n<p>It\u2019s inevitable that we&#8217;ll think ahead. We may begin to blend form and function. For example, we might wonder how sticky navigation could be used. Could a carousel work with the images we&#8217;re envisioning?<\/p>\n<p>Abandon those ideas for now. They\u2019ll have their time to shine.<\/p>\n<p>Of course, our page has to function properly and have a focus on conversions. <i>However, none of that matters if our design doesn\u2019t first connect with our audience<\/i>.<\/p>\n<blockquote><p>And this, folks, is the subtle difference that we have been alluding to throughout this entire post: <i>connection<\/i>.<\/p><\/blockquote>\n<p><b>The importance of connection<\/b><\/p>\n<p>By connection I mean an empathic, deep, visceral appreciation and understanding between the story being told and the person hearing it.<\/p>\n<p>With a finite number of options and restrictive choices, no template or theme can hope to achieve this. This is what makes designers unique and valuable &#8211; we breathe life into stories and build strong bonds.<\/p>\n<p><b>Picture a children\u2019s book\u2026<\/b><\/p>\n<p>To better understand this idea, imagine the process of creating a children&#8217;s book.<\/p>\n<p>It\u2019s impossible to illustrate one before knowing the story. And to write the story first and then find a template with illustrations that fit perfectly? Unheard of.<\/p>\n<p>In both scenarios, there would be no cohesion and the story would be lost.<\/p>\n<h2>Conclusion<\/h2>\n<p>To sum it up, themes, templates, and \u201cdone-for-you\u201d tools can\u2019t offer the subtle difference that gives design its personality. The elements that make up these tools have not been designed to champion the story from the very beginning. Frankly, they suffer for it.<\/p>\n<blockquote><p>This is exactly the point where our designs differ from the $20 template: we have a capacity to infuse meaning through deliberate design choices. The story is more effectively communicated because of them.<\/p><\/blockquote>\n<p>Learning to articulate this value is both a very important skill and a vital tool to counter the prevalent advertising from website builder tools. As designers, our work has irreplaceable value. If we communicate it effectively, our clients will not only appreciate it, they\u2019ll crave it.<\/p>\n<section class=\"uxpin-trial-widget\"><h2>Join the world's best designers who&nbsp;use UXPin.<\/h2><span class=\"white-info\">Sign up for a free trial.<\/span><a href=\"https:\/\/www.uxpin.com\/sign-up\" class=\"btn btn-flat sign-up-btn white\">Try it for free!<\/a><\/section>\n","protected":false},"excerpt":{"rendered":"<p>What&#8217;s the biggest difference between your designs and a $20 template? Companies ask themselves this every time they enter the market. With the widespread advertising from website builder tools, it&#8217;s an entirely rational question to ask. What do you have that they don&#8217;t? Turns out, there&#8217;s one subtle detail that gives design its entire personality\u2026<\/p>\n","protected":false},"author":45,"featured_media":16799,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[287,260,136,289,288,286],"class_list":["post-16797","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-connection","tag-design-process","tag-design-thinking","tag-emotion","tag-empathic-design","tag-inspiration"],"yoast_title":"","yoast_metadesc":"What's the biggest difference between your designs and a $20 template? Adam Fairhead, of Fairhead Creative, gives us the inside scoop.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Subtle Detail That Gives A Design Its Entire Personality | UXPin<\/title>\n<meta name=\"description\" content=\"What&#039;s the biggest difference between your designs and a $20 template? 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