People have always gravitated to things that are well designed. Design creates desire, but what good design means today is becoming far more than just face value. People expect more of the things they buy and use to serve a purpose; to actually solve a problem or to improve their situation, not just look nice. Good design is human-centric. It satisfies both the audience’s needs and desires, and good designers know how to put the audience experience first to get to ideas that are both solution and style. It’s called Design Thinking and it’s a way of thinking all brands could benefit from. Understanding audiences, from their problems to their passions, needs to be part of how all brands create today—not just as interesting context, or as a stat to justify our ideas, but as the starting point for the solutions themselves.

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