User-centric design has become increasingly popular in recent years as businesses and organisations recognise the importance of putting the needs and preferences of their users at the forefront of their design process. By prioritising user experience and incorporating feedback from users throughout the design process, companies can create products and services that are more appealing to their target audience. As a result, user-centric design has become a standard practice for many companies and is likely to continue to gain momentum in the years to come.

BUT!!

Is it wise to apply User-Centric Design principles to every design solution? Recently, I discussed with a student how applying user-centric principles to branding might actually backfire. Here’s why:

The UX design process is fundamentally about problem-solving. It starts with identifying a problem, understanding it, talking to those affected (users), studying competitors, and using psychology to create a solution that enhances user experience. This process is perfect for addressing problems users face.

But branding? Branding isn’t necessarily solving a user’s problem; it’s conveying the story and essence of the brand—its vision, purpose, and persona. When we shape a brand’s identity solely to cater to user preferences, we risk losing that story. Instead of showcasing the brand’s unique voice, we’re telling a story that simply appeals to users. The result? Homogeneity.

The Problem with Homogeneity

When brands try too hard to align with what people like, they risk blending in. Logos, visuals, and voices start looking alike. The brand loses its unique identity, leaving us with something generic. This approach may seem visually pleasing and relatable, but it misses the mark in authenticity and storytelling.

Consider the evolution of movie posters as an example. Old movie posters had a familiar layout: headshots, titles, and other similar elements designed to highlight the film’s USPs in a way that users could easily grasp. But today, movie posters are genre-driven and focus on conveying the movie’s essence. They prioritize storytelling, making each poster a unique representation of the film’s spirit rather than a reflection of audience preferences.

The Takeaway? User-centric design principles are great when solving user problems, but branding demands an authentic expression of the brand’s identity. To stand out, a brand must communicate its true story, even if it’s not always the most “user-friendly” approach.

— A Thought from Mahesh Ravi Sir