ANNA PENG

What They Believe

The point isn’t about the form, the colours, the logo, or the font choice. Not to downplay the role of designers, but what’s arguably more important is what your audience believes regardless of design choice. While the form, the colours, the logo, and the font choice can have influence, the designer doesn’t get to choose what the market believes (otherwise our jobs would be really easy). 

Is it their belief that Coke is better than Pepsi? 

Does Apple make the best phones? 

Does buying stationary from Muji help us take better notes?

And if they wear Nike sneakers, does their athletic performance improve? 

So now we get the privilege of having an attempt to help a specific group of people while doing what we do, which is design. 

What do your people believe in, and how can you serve them through their lens?


Opening Up

Not everybody can understand how you feel. You’re not alone, but those who will listen requires a bit of adventure outside your circle of familiarity.

And that voice in your head that’s says they won’t care? That they don’t want to hear it? It’s totally right in that they don’t care (how could they?). The other part of the answer is that we aren’t good mind readers, so maybe putting our words into their heads isn’t a sound strategy. 

What we need to do then, is deliberately draw our circle a little further so that it gets closer to where we want to be. 


Free Thoughts

Thoughts come and go because that’s just their nature. Everybody this fleeting thoughts—hundreds of them. They’re free. So much that people tend to throw them away because we just have too many. A fleeting thought isn’t worth much if it is not used.

What we need to do then, is do something with it whether it be writing a song, designing a logo, or writing a book. 

So we have a choice between doing what we’ve always allowed them do to which is letting them go, or we can take them and try something. 


Using Format