In design, empathy is one of the most powerful tools. When used correctly it can create some outstanding work. Understanding how others see, feel, and experience something is key to great design.
Research* proves that the ability to receive and process information is heightened when we are empathetic. This form of thinking causes measurable changes in our cognitive style.
How the heck do you tap into that?
Simple… put yourself in their shoes.
Often when I am stuck on a design and feel like I can’t drop it because I’m so close to being done and I can’t keep going because it’s not fitting well together, I take a step back and try to think as the client, or as the overall “cause”.
I started working on a logo for an event which will raise money to help rescue abandoned animals in the Everglades in Florida. I have to confess, my knowledge on the subject was very small, and even though I am a puppy parent I couldn’t quite connect with the cause. I didn’t understand the magnitude of the issue.
After hours of trying to come up with logo options I just wasn’t very happy with the results. I sat back and did some research on the Everglades, and how tortured these animals are. There are a few good people out there who volunteer their time and money to save these poor lives, however, they still have very little resources to work with.
This information did to me what most people get from coffee, or several Redbulls. I felt energized and like I was part of something important. I wanted to make the best possible design that helps make an emotional connection so maybe others would be interested in learning a bit more about this issue.
Sure, this is a great cause and you’d think it would be easy to feel empathetic towards suffering animals. What if the design is about ice cream trucks, or someone starting a business out of their garage? I truly believe the same still applies: knowing the story behind someone’s goal. Connecting in a deeper level and feeling like you’re taking part in something that matters.
Here are some great examples of empathy at it’s best:
Oak Street Boot Makers
Handmade shoes with a lot of heart.
http://oakstreetbootmakers.com/footwear
Hero Housing
Beautiful interface that goes straight to the point - you have the power to help someone in need and here is one who needs help.
Pickled Walnut Catering
Stunning visuals with the focus on the user - making a connection between food and special occasions.
http://www.pickledwalnutcatering.co.uk/
Resources:
http://www.amazon.com/Change-Design-Transforms-Organizations-Innovation/dp/0061766089/ideobooks-20
http://link.springer.com/article/10.1007%2Fs10615-011-0327-4
*(Decety and Ickes, 2011)
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