If you’ve ever talked to me in person, you know I have a mission: to help people understand the true value of good design. As designers, we often struggle to communicate why design matters beyond just “looking nice.”
Early in my career, I noticed something frustrating. Whenever I created something I was proud of, I couldn’t always explain why it worked. Why did it feel complete? Why did I consider it a good solution? When presenting to clients, I found myself fumbling for words—saying things like, “I picked this font because it looks good,” or “I chose this texture because it feels right.” It made my work sound arbitrary, like I was just arranging shapes until they looked cool. But I knew that wasn’t the case.
Good design isn’t happenstance. It isn’t about chasing trends or making something visually appealing for its own sake. It’s about something deeper—our brains, instincts, and human nature. And this is very good for business! When businesses make good design decisions, they create stronger brand recognition, deeper customer engagement, and more effective communication. Good design isn’t just beautiful—it’s an advantage that makes your message more powerful, intuitive, and deeply human.
Why Does Good Design Feel “Right”?
Most people don’t need to be taught what “good design” is—we just feel it. Why is that?
Good Design Resonates with Human Nature
Designers learn technical principles like balance, symmetry, and contrast in school—but these aren’t just aesthetic choices. They are deeply rooted in human survival instincts, making design feel instinctively “right.”
- Balance & Stability – Our brains associate balance with safety. If a tree leans unnaturally, we sense instability. In design, balance creates reassurance and harmony.
- Symmetry & Order – Most living organisms, including humans, exhibit bilateral symmetry, which we subconsciously associate with health and strength. Studies suggest symmetrical faces are perceived as more attractive due to this innate preference.
- Pattern & Expectation – The brain seeks predictable patterns. In Gestalt psychology, principles like Figure-Ground Relationship and Continuity explain why we naturally separate objects from their backgrounds and expect forms to flow in logical ways. When something breaks this expectation—like a tree growing sideways—it grabs our attention as “off.”
Greyten Architecture + Interior Design logo with removed element to show instability and disruption of order
The Greyten Logo
The Greyten logo is a great example of balance and symmetry. Its geometric forms—circles, triangles, and rigid lines—are evenly weighted to create a sense of stability. A strong horizontal line reinforces this foundation, while the logo’s symmetry mirrors our natural perception of harmony.
Now, imagine removing just a single circle. Instantly, the balance is disrupted, creating a subtle yet uneasy sense of instability. If this were the actual logo, would you trust this company to build your home?
Good Design Creates Connection through Human Emotion
We are emotional creatures. We seek experiences that fulfill our emotional appetite—whether through relationships, memories, or even the products we buy. Good design taps into that.
Thy Aliment Cookie Co. website using the brand's design system
Thy Aliment Cookie Co.
What do cookies have to do with human emotion? Everything. Food has a deep connection to happiness—why else do we overeat when we’re seeking comfort? When branding Thy Aliment Cookie Co., we leaned into emotional storytelling. Instead of just selling cookies, we told a story of nostalgia—bringing people back to delightful childhood memories of their grandmother baking warm cookies. Through messaging, color, typography, and playful design elements, we crafted a brand that felt more exciting than just “grandma’s cookies.”
Good Design has Real Function and Serves a Purpose
Why do purposeless things fail to land? Because as humans, we desire meaning in our lives. When something lacks clear function, we dismiss it. Science backs this up—when we engage in purposeful activities, our brains release dopamine, the “feel-good” neurotransmitter. Studies show that people with a strong sense of purpose activate brain regions linked to motivation and satisfaction.
NIAR ATLAS lobby at the advanced manufacturing facility in Wichita, Kansas
Wichita State University’s NIAR ATLAS
When working with ATLAS, the advanced technologies lab for aerospace at Wichita State, we faced a challenge—explaining what they do in a way that made sense. ATLAS is at the cutting edge of robotics and aerospace manufacturing. But to an outsider, their work could seem overwhelming or unclear. The solution? A clear, concise message:
“We are aerospace pioneers.”
To reinforce this purpose, we developed a brand story that connects to the name:
In ancient mythology, Atlas was the great titan condemned to hold up the heavens. While we share a name and a similar task, our support of the aerospace industry isn’t a burden—it’s an opportunity. A challenge. We are ATLAS, and supporting the future of aerospace manufacturing is what we do.
Communicating the full scope of ATLAS’s capabilities is a significant challenge—its facility and technology are complex and cutting-edge. But the end result leaves visitors and potential customers with a clear takeaway: ATLAS is an aerospace manufacturing facility of the future, pioneering new advancements and driving innovation forward.
How to Make Good Design Decisions as a Business Owner
- Define the Purpose First – Before focusing on making something that looks fun and cool, clarify the core message or function your design or brand needs to have. Ask: What action do I want my audience to take? What emotion should this it evoke? A strong understanding of this ensures design choices are intentional and effective.
- Prioritize Clarity and Consistency – Good design simplifies communication, not complicates it. Use a cohesive visual language (colors, typography, images) that aligns with your brand and makes it easy for your audience to understand your message at a glance.
- Trust A Proven Designer – A good designer will help you define your purpose and clarify your story, not to mention leverage principles that are rooted in human psychology, making your design feel natural, engaging, and trustworthy.
In conclusion
Good design isn’t just about aesthetics—it’s about function, emotion, and purpose. Our brains are wired to seek order, recognize patterns, and notice when something feels off. When design aligns with these instincts, it creates an immediate sense of trust, clarity, and connection. For businesses, this means stronger brand recognition, deeper customer engagement, and more effective communication. Good design isn’t just beautiful—it’s a strategic advantage that makes your brand more powerful, intuitive, and deeply human.
Meet Brian.
He’s the brains behind Brain Sinew. Brian has worked as a design leader for more than fifteen years, working with national brands and local mom and pop shops. His wild passion for brand building and design is driven by simple storytelling and tried-and-true strategy. He believes that when your brand clicks with your tribe, the connection brings an energy — a movement — that propels your business forward.
