Discover how to design brand experiences that connect emotionally with people. From tone of voice to visual storytelling, here’s how to keep it human.
Let’s face it—people don’t fall in love with logos.
They fall in love with how a brand makes them feel.
In an age of constant noise, ads that follow us around the internet, and brands fighting for attention on every platform, there’s one thing that still cuts through the clutter: human connection. As a designer and brand strategist, I’ve learned this truth over and over again — the most memorable brands aren’t just pretty. They’re personal.
So, how do you design for humans? Not just for clients, trends, or platforms — but for real people who want to feel something?
Here’s what I’ve learned.
It’s easy to get caught up in “making things look good.” And yes, good design matters — but what’s the feeling behind the font choice, the tone of voice, the colours?
Designing with empathy means stepping into your audience’s shoes.
Ask:
What do they care about?
What frustrates them?
What are they hoping to feel when they interact with this brand?
Empathy turns a sterile visual identity into a warm, welcoming experience.
Think of brands like Innocent or Headspace — they don’t just design for function, they design for feeling.
One of the fastest ways to lose connection is corporate-speak. You know the kind:
“Our innovative solutions are designed to optimize user engagement and maximize ROI…”
Snooze.
Instead, brands that feel personal sound like people. They write like they’re talking to you at a coffee shop — clear, warm, maybe even a little witty.
Tone of voice is a huge part of human-centred design, and it goes beyond just a tagline.
Whether it’s button copy, error messages, or email subject lines — every word should feel like it was written by a human for a human.
Your brand doesn’t live in a vacuum — it lives in real people’s lives. On phones, in inboxes, on packaging, in crowded Instagram feeds.
That means your design choices should serve where and how people will actually experience the brand.
Ask yourself:
Will this logo still work when it’s tiny on a phone screen?
Is this colour palette accessible to people with visual impairments?
Can someone understand what this brand does in 5 seconds?
Designing with context in mind = designing with care.
People don’t just want visuals — they want meaning.
When you choose photography, illustration, motion graphics, or iconography, it should all tell a cohesive, emotionally resonant story. Not just look “on-trend.”
Here’s an example:
If you’re branding a sustainable clothing line, don’t just use leafy greens and recycled textures. Show the hands behind the work. Show the story of the maker. Create visuals that reflect real values, not just vague “eco vibes.”
Humans connect with stories. Not stock photos.
A brand shouldn’t just talk at people. It should talk with them.
Design that invites interaction — from polls and quizzes to user-generated content and personalized experiences — turns passive audiences into engaged communities.
Even simple things like:
Custom Instagram templates people can use
A design that encourages feedback or shares
A packaging experience that feels like opening a gift
These little moments turn a one-way brand into a two-way relationship.
One of the best ways to humanise a brand is… to show the humans.
Whether that’s the founder’s story, team spotlights, behind-the-scenes content, or a handwritten thank you note in a delivery — real people build trust.
I’ve worked with brands that completely transformed their customer relationships just by showing up more personally: less polished, more honest, more them.
People connect with people. It really is that simple.
When you’re designing a brand experience, consistency = care.
If someone sees a cheeky tone of voice on Instagram but then lands on a corporate-looking website with robotic messaging, that creates friction. It feels like bait and switch.
Instead, design every touchpoint to reflect the same values, tone, and emotional experience. When a brand consistently feels the same — across print, digital, in-person — it becomes familiar. Trusted. Human.
Designing for humans isn’t about dumbing things down or making things “cute.” It’s about honouring the fact that behind every screen, every click, every unboxing moment — there’s a real person. With emotions, needs, and attention spans shorter than ever.
When you design with empathy, story, interaction, and honesty, your brand doesn’t just look good. It feels good.
And people always remember how you made them feel.