One of the things I find most exciting about design is how seemingly inconsequential details can completely change a person’s perception of an object, website or place. I was sat at my desk the other day when Russ (who I work with) called me on his way out of the building. “Just to let you know, there’s an exciting parcel for you in reception.”
We get plenty of parcels in the mail, so I wondered what it was that made this one ‘exciting’. I went down to collect it and found that it had been sealed with bright green parcel tape, instead of the usual brown. I had no idea what was inside at that point, but the vibrant sticky tape suggested it was going to be something worth looking at. (The new Autechre album, in case you’re wondering.)
You could argue that there was no real point in using non-standard tape, after all I’d already made my decision to purchase. But this little touch gave the otherwise mundane act of opening a packet a little suspense. And that in turn reinforced my satisfaction at buying the CD – very important in the face of reduced sales figures.
As designers, we can use this kind of psychology to our advantage. We can add value in all sorts of situations just by making a few careful decisions about colour, typeface, paper etc.
Why not ask yourself if there are any details you can change on your next project to make it stand out a little. Has anyone got any further examples of little touches they’ve seen that have made designs stand out?
Pete Clark
Cogdon, Clark & Tranter
