The Design Edge - Vol. 01 No. 05

Insight

Exploring the Power of Multi-Sensory Design

Design is about what we feel, hear, smell, and sometimes even taste. Multi-sensory design taps into our full range of senses to create experiences that resonate on a deeper level. Think of the distinct click of a Mac power button or the signature scent of a luxury store—these aren’t accidental; they’re deliberate design choices meant to evoke emotion and build brand loyalty.

Why Multi-Sensory Design Matters

Engaging multiple senses enhances usability, accessibility, and emotional connection. It’s particularly effective in environments like retail, healthcare, and education, where sensory cues can guide actions, reduce stress, or amplify brand impact.

How to Harness Multi-Sensory Design

1. Identify Key Sensory Opportunities: What emotions or actions do you want to evoke? Match them with sensory elements like sound (chime of a notification), texture (a soft-touch coating), or scent (a welcoming aroma).
2. Consider Accessibility: Use sound and touch to supplement visuals, making products more inclusive.
3. Prototype and Test: Experiment with sensory elements and gather user feedback to ensure they enhance rather than overwhelm.

Multi-sensory design is the secret sauce that turns ordinary products into unforgettable experiences.

Take Your Multi-Sensory Designs Further​
Attention to detail makes all the difference when creating impactful, multi-sensory experiences. Download my Attention to Detail templates to refine your designs, enhance their sensory appeal, and elevate the user experience. These templates are your step-by-step guide to adding depth and resonance to your work.

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Case Study

Title of Article

Mocha Mousse: Pantone’s 2024 Color of the Year

Pantone announced its 2024 Color of the Year, Mocha Mousse, on December 7, marking a rich turn towards warmth and understated elegance. A velvety blend of earthy brown with subtle pink undertones, this shade strikes a delicate balance between comfort and sophistication. According to Pantone, the color represents "nurturing stability in uncertain times," making it a grounded choice for a world still finding its footing.

The Color of the Year tradition began in 2000 and has since become a design touchstone, influencing everything from fashion to product packaging. It’s more than a hue; it’s a cultural commentary. Mocha Mousse stands out in the lineup of its more vivid predecessors (looking at you, Viva Magenta), showing that sometimes quiet confidence is more powerful than loud trends.

How to Use It:

• Interiors: Try Mocha Mousse on accent walls or cozy furnishings for an inviting, modern space.
• Designs: Pair it with warm neutrals or metallics for packaging and branding that feels both premium and approachable.
• Wardrobe: It's the perfect versatile base, from boots to outerwear, that can transition between seasons effortlessly.

Pantone’s choice reminds us that beauty in design doesn’t always need to shout—it can whisper. If you liked this breakdown of trends, subscribe to The Design Edge for more insightful takes delivered weekly. Because good design never goes out of style.

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Skill Builder

Designing for Accessibility: A Must in Modern Design

Accessibility isn’t just a feature; it’s a fundamental aspect of good design. An estimated 1 in 4 adults in the U.S. lives with a disability, (the author of this newsletter is one) ranging from mobility issues to sensory impairments. Yet, many products fail to account for this vast audience, leaving a gap in usability and equity. The good news? Thoughtful design can bridge the gap.

Start with Empathy

To design for accessibility, put yourself in the shoes of your users. Ask, "How would someone with limited vision, hearing, or mobility experience this product?" Tools like screen readers, color-blind simulators, and accessibility checklists can help you identify potential barriers.

Follow Inclusive Design Principles

1. Perceivability: Make information accessible to all senses. Use high-contrast colors for text and visuals, add captions for videos, and provide alternative text for images.
2. Operability: Ensure your product is navigable. Incorporate voice commands, one-handed usage, or keyboard-friendly controls for digital products.
3. Understandability: Simplify interactions. Clear instructions and intuitive layouts benefit everyone, not just those with disabilities.
4. Robustness: Create adaptable designs. Products should work seamlessly with assistive technologies like screen readers or hearing aids.

Actionable Steps

• Involve Users Early: Test with individuals who have diverse needs during the design process. Their feedback is invaluable.
• Iterate with Purpose: Accessibility isn’t a one-and-done task. As technology evolves, so do the needs of users. Continuously refine your designs.
• Educate Your Team: Accessibility training ensures your whole team is on the same page and thinking inclusively.

Designing for accessibility doesn’t limit creativity—it expands it. Products that are inclusive not only reach more users but also improve experiences for everyone. Accessibility isn’t just good ethics; it’s good business.

Book I'm Excited About

Hope for Cynics

For thousands of years, we’ve debated human nature. Are we inherently selfish or generous? Cruel or kind? And lately, the scales seem to tip toward cynicism. Back in 1972, half of Americans believed most people could be trusted. By 2018, that figure had plummeted to a third. No matter the demographic—age, gender, religion, or political affiliation—the consensus seems grim: human virtue is fading fast.

It’s easy to see why cynicism thrives in the face of injustice and inequality. But Jamil Zaki’s Hope for Cynics flips the narrative. Citing dozens of studies, Zaki argues that cynicism is often misplaced. Most people underestimate the kindness, generosity, and open-mindedness of others, creating a dangerous feedback loop where expecting the worst brings out the worst.

The solution? Hopeful skepticism—a mindset that balances critical thinking about our flaws with a recognition of our strengths. It’s not about being naïve but about re-calibrating our perspective on human nature. When we shift our outlook, we stop feeding the cynicism trap and take tangible steps toward the better world we aspire to create.

Curious about rebuilding trust in humanity? This book might just be the inspiration you need.

Team Tips

Risk Taking: The Secret Sauce for Team Creativity

Creativity thrives on the willingness to take risks—but fostering that mindset in a team can feel daunting. Fear of failure or judgment often stifles innovation. As a leader, your mission is to create an environment where risk-taking and creativity feel safe and encouraged.

Here’s how to make it happen:

1. Start with Psychological Safety

Teams innovate best when members feel comfortable speaking up. According to research from Google’s Project Aristotle, psychological safety is the number one factor in high-performing teams. Create a culture where ideas—no matter how unconventional—are welcomed, not mocked.

Actionable Tip: Lead by example. Share your own “learning moments” (a.k.a. failures) to normalize risk-taking.

2. Reward the Process, Not Just the Outcome

Celebrate effort and bold thinking, even when ideas don’t pan out. When only “wins” are rewarded, teams tend to play it safe. Shift the focus to creativity and experimentation as valuable on their own.

Actionable Tip: Implement a “Fail Forward Award” for the most daring experiment, successful or not.

3. Diversify Perspectives

Homogeneous teams often lean on tried-and-true solutions. Encouraging diversity in backgrounds, skills, and viewpoints leads to more dynamic problem-solving and greater creativity.

Actionable Tip: Bring in team members from different departments or industries for brainstorming sessions. Their fresh perspectives can shake things up.

4. Set Constraints to Inspire Creativity

Counterintuitively, limits often spark ingenuity. A blank canvas can be paralyzing, but a challenge with defined parameters encourages outside-the-box thinking. The idea that you don’t lack resources only resourcefulness has always helped me see the freedom in constraints.

Actionable Tip: Frame projects with specific constraints, like “How can we solve this problem with half the usual resources?”

5. Provide Time to Recharge

Creativity doesn’t flourish under constant pressure. Studies show that downtime and moments of relaxation are crucial for generating new ideas.

Actionable Tip: Schedule “no-meeting” afternoons or provide time for personal passion projects à la Google’s 20% time.

Encouraging risk-taking doesn’t mean chaos—it’s about crafting a space where creativity can flourish, calculated risks are encouraged, and every team member feels empowered to contribute their boldest ideas.

Spotlight

Emotional Design: Turning Products Into Personal Experiences

The best designs don’t just solve problems; they make us feel something. Emotional design focuses on creating products that resonate on a deeper level, forging connections that transform everyday objects into cherished experiences. Let’s break down how to make your designs not just functional, but memorable.

1. Tap into Human Desires

Great emotional design speaks to universal human needs: connection, security, or even nostalgia. Products like Apple’s iPhone elicit joy not just through sleek functionality but through an aesthetic that feels aspirational.

Actionable Tip: Ask yourself, “What emotion do I want users to feel when interacting with this product?” Design with that goal in mind.

2. Make It Personal

Personalization is key to emotional attachment. Think about Spotify’s Wrapped, which turns listening habits into a yearly celebration of you. By tailoring experiences to the user, you build loyalty.

Actionable Tip: Add customizable elements like color options, engravings, or user data insights that make the experience unique.

3. Focus on Storytelling

Products with stories create a sense of meaning. Ever notice how brands like TOMS connect their shoes to a bigger mission? Consumers become part of the story, and it feels good.

Actionable Tip: Infuse your product with narrative—highlight the craftsmanship, the people behind it, or the problem it solves in a meaningful way.

4. Leverage Aesthetic Joy

Emotions are tied to our senses. Beautiful, tactile, or delightful interactions, like the satisfying click of a well-designed button, can evoke pleasure.

Actionable Tip: Pay attention to micro-interactions. A playful animation or a reassuring sound effect can make an ordinary interaction unforgettable.

5. Think Beyond Utility

Usability is crucial, but emotional design goes further. Products like Tesla evoke excitement because they align with the user's aspirations—feeling innovative, eco-friendly, or just plain cool.

Actionable Tip: Design for the "why," not just the "how." Understand what your users value and reflect that in your product's identity.

By blending functionality with feelings, you can create designs that people don’t just use—they love.