Your designs lack character

Maybe a monkey or an owl can help

Published in

Kubo

7 min readSep 25, 2023

Introduction

You’ve walked into your local coffee shop countless times. Today, however, you’re greeted with bright, tropical-themed murals on the walls. The usual indie tunes have been replaced by chirping birds and soft bossa nova. It’s the same coffee shop, but it feels… different. More lively. This change? A deliberate design choice reflecting the café’s new branding: vibrant and full of personality.

As we embark on Day 25 of the “30 Days of UX Laws and Principles” series, if you missed Day 24, do give it a read. We’re diving deep into:

Understanding Designing with Personality
Breaking Down the Concept
Real-life Brand Examples
Difficulties and Limitations

Understanding Designing with Personality

Throughout history, the essence of design was its utilitarian nature, centering around the function and usability of a product or space. An object’s value is primarily determined by its functionality. However, as societies progressed and markets became saturated, the sheer functionality of a product no longer sufficed to capture and retain consumer interest. The shifting landscape of consumer expectations began valuing not just the utility but the emotional resonance and relatability of products.

This paradigm shift didn’t occur overnight, nor was it the revelation of a single visionary. Instead, it was the culmination of observations and adaptations by numerous designers across the globe who recognized the benefits of infusing personality into their designs. This infusion became the catalyst that transformed ordinary products into iconic brands. The central idea behind it? Designs that reflect character, emotion, or identity could establish a more profound, almost personal connection with users, fostering brand loyalty.

One of the pivotal moments that exemplify this transition in the tech industry is Apple’s strategic design choices in the late 1990s and early 2000s. At a time when the majority of personal computers echoed a monotonous palette of greys and blacks, Apple dared to think differently. They unveiled the iMac G3, which wasn’t just revolutionary in its technical specifications but also in its appearance. With its translucent, candy-like colors ranging from lime to grape, the iMac G3 was more than a mere computing device. It was an embodiment of personality, a reflection of its user’s taste and identity. Each color, each subtle design tweak, was a deliberate effort by Apple to move away from the prevailing norms, to introduce a product that was as much a statement of style and individuality as it was a technological tool.

However, Apple wasn’t just being capricious. This design shift was rooted in a strategic approach, understanding that consumers were not just buying products; they were buying experiences. The iMac wasn’t merely a machine; it became an extension of one’s personal space, reflecting their style, preferences, and sometimes, even their aspirations. It differentiated Apple users, giving them a sense of uniqueness, even in a crowded market.

Such strategic shifts in design thinking underscore the value of designing with personality. It’s a reminder that in an increasingly competitive market, it’s not just about what a product can do, but how it makes the user feel. The emphasis on design personality is a testimony to the evolving relationship between products and their users, shifting from mere utility to deeper emotional connections.

Breaking Down the Concept

When we talk about designing with personality, we’re talking about the emotional and aesthetic elements that differentiate one product from another. To understand this better, let’s take a deeper look using our bookstore analogy alongside a digital example:

Physical World: The Bookstores

Picture two local bookstores. Store A sits in a plaza, surrounded by other businesses. The interior is pragmatic: fluorescent lighting ensures you see every title clearly, shelves are metal, efficient, and packed with books. The signboard outside simply says “Books.”

Now, visualize Store B, tucked in a cobblestone alley. The façade has ivy crawling up, and there’s an old bicycle parked outside. Inside, amber lighting casts gentle glows on wooden shelves. Ladders on rails help you reach books high up. You can hear soft jazz playing in the background. The signboard outside is carved wood and reads, “For the love of stories.”

Both stores serve the same purpose: selling books. But while Store A is direct and functional, Store B creates an atmosphere, an experience. It’s inviting you not just to buy a book but to become a part of a story.

Digital World: UX and UI Design

Consider two e-commerce apps.

App X is straightforward. The homepage has a white background with a list of products, clearly labeled categories, and a basic search bar. Each product, when clicked, expands to show specifications and a purchase option. It’s efficient and gets the job done.

Now, App Y, upon launching, greets you with a soft, welcoming animation. The homepage is a curated mosaic of lifestyle images showcasing products in real-life settings. The categories resemble magazine tabs, and when you search for a product, it doesn’t just list the results: it tells you a mini-story. For instance, searching for a lamp might show results with a caption like, “Lamps that’ve lit up bedtime stories for 500 families.”

Both apps help you shop. But while App X focuses purely on the transaction, App Y offers an experience. It doesn’t just want to sell you a product; it wants to narrate a tale, evoke a memory, or spark an emotion.

The Core Idea

Designing with personality isn’t about neglecting usability. On the contrary, it’s about layering on elements that evoke feelings, stories, and connections without compromising functionality. It’s about ensuring that when a user interacts with your design, they don’t just complete a task; they feel something, remember something. In a world where countless options often overwhelm us, designing with personality can be the difference between being just another option and being the preferred choice.

Real-life Brand Examples

Volkswagen Beetle

The Beetle wasn’t just a car. Its unique shape and design exuded charm and whimsy, making it an instant classic. It was often personified, with people giving their Beetles names and even talking about them as if they had personalities. The design wasn’t about making a car but creating a companion.

MailChimp

This email marketing tool doesn’t just provide templates; it’s fun. Its logo, a smiling chimp named Freddie, often throws witty one-liners as you use the platform. It doesn’t enhance the tool’s function, but it sure makes using it enjoyable.

Coca-Cola

Beyond its taste, Coca-Cola has consistently relied on design and branding to create a personality. From its iconic bottle shape to campaigns like “Share a Coke,” its design strategy consistently invokes feelings of happiness and togetherness.

Difficulties and Limitations

While designing with personality has its perks, it’s not without challenges:

Overdoing It: Too much personality can overshadow the product’s core function, confusing users.
Evolving Brand Image: As brands grow and evolve, their personality might need to change. This evolution can alienate long-time users.
Cultural Differences: What resonates in one culture might not in another. A design choice exuding playfulness in one region might be perceived as unprofessional in another.

Conclusion

Incorporating personality into design can be transformative. It’s what differentiates memorable brands from the forgettable ones. However, like any strategy, it requires balance. It’s not about design for design’s sake but about creating a cohesive experience that resonates, emotionally and functionally, with users.

Written by: Inchara, kubo media team.

Check out: 30 Days of UX Laws and Principles

30 Days of UX Principles and Laws

In this series, we’ll look into 30 principles and laws of UX and how they affect us

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Check out Day 24: 3 Clicks

Every task should take 3 clicks

Click, click, click … Done