It clicked when I paid closer attention to websites and brand campaigns. The ones I remembered had a character of their own, and I could feel it in small details.I didn't always see it this way. It clicked when I started paying closer attention to the websites I visited and to brand campaigns on social media. The ones I remembered had a character of their own, and I could feel it in small details before anyone told me what they stood for.
That's where I start with a client now: what should people feel when they use your product? Their answer becomes the message, and my part is the details that carry it.That's where I start with a client now. Before any screen, I ask one question: what should people feel when they explore your app or website? Their answer becomes the message, and my part is the details. I work on the small choices in the interface and the system that carry it.