When Good Design Goes to Waste

Bad design is EVERYWHERE. But making sure that good design is seen among the sea of bad, especially with a new company, is a lot more complicated than just having a well-designed logo.

As a designer, I love creating logos. I know this isn’t always the case with every designer. A logo project can quickly go from being a fun endeavor to a complete nightmare; endless revisions, creative differences, having to explain one more time that no, I can’t just “copy what (insert existing company) did for their logo”. But then I finally hit that sweet spot when the creative heavens open, and I say, “I’m the greatest designer alive!” (let’s be honest, we designers never say that. We will always be the most critical of ourselves).

That’s great that you have a well-designed logo, but without an actual plan of attack, all of that good design will just sit on the shelf. All of that energy will be for naught. There are many different factors that will cause good design to go to waste.

  • The mission of the company isn’t clear. Can you clearly define what you want to bring to your consumer base?
  • The target audience was ignored or insufficiently researched. How can you speak to your consumers when you haven’t taken the time to find out what they really want?
  • There was no overall marketing strategy. Strategy and design go together like peanut butter and jelly, peanut butter and chocolate, peanut butter and… well, you get the idea. No one will ever see your brand if you haven’t thought through how to reach the masses.

At the end of the day, you want your company and/or product to be successful. In order for a brand to have real longevity, it can’t just look good. It has to be well thought out with strategy and tactics that make sense for your consumer base. Otherwise, the bad design out there will win. And no one wants to live in that world.