How to Make Design More Impactful

Good design is more than making things look attractive. Effective design has the power to inform, inspire, and incite change. It can influence public opinion, transform societal norms, or bring awareness to issues that would otherwise go unnoticed.

Good design allows us to distill complex ideas into simple & memorable visuals.

At Common Giant, we create good design to give identity to brands, and clarity to information. However, this is just the tip of the power it has. Effective design resonates with people. It influences their perceptions and attitudes. It can serve as a tool to unify communities, create brand loyalty, or even inspire hope in challenging times. One of the most iconic examples of good design making a positive impact is Milton Glaser's "I ❤ NY" logo.

The Lasting Influence of Good Design

In the 70s, New York City was struggling with rising crime, financial troubles, and a negative public image. Tourism plummeted, and people viewed the city as unsafe. In search for a remedy, the state of New York hired an ad agency to create a campaign to boost morale and encourage tourism.

A yellow cab pulls up to the curb, and in steps Milton Glaser, now an acclaimed graphic designer. Riding around the city surrounded by towering buildings, listening to the soundtrack of the city, buzzing with the energy of people from all walks of life, and twinkling lights as if the stars made their home in the city too flashing bright pinks, blues, and yellows. He pulls out a red crayon from his pocket and on a scrap piece of paper creates the now-famous logo "I ❤ NY".

The message was simple but effective. Still popular today, it appears on everything from T-shirts to posters, but in its time it played a significant role in transforming New York’s image. New Yorkers rallied around this shared symbol. It became a symbol of unity, not only for the residents of the city, but also for visitors who wanted to share in this love for the city of New York.

To this day it’s one of the most recognized and timeless designs. It's loved all over the world, and has inspired other designers to use this basic, yet emblematic design to promote love for their own cities. It serves as a reminder of the power of good design to do more than just look nice on a mug, but also inspire a movement.

Using Design for Positive Change

What can we glean from this today? The energy around change may feel drained, and the momentum may seem lost, but now is exactly when good design is needed most.

The current social climate has left many feeling uncertain or discouraged. At Common Giant we believe design has the power to cut through noise, re-ignite conversations, and bring people together. Think of what you can do even in times like these. A well-placed visual can shift perspectives, encourage reflection, and remind people of the values that matter.

It can be a quiet, steady force that rebuilds morale, fuels awareness, and prompts action—even when the spotlight on issues starts to fade.

If you’re also feeling the weight of fatigue or doubt, we want to encourage you and hope you know that your part in this is also valuable. Working together we have the power to affect positive change, in every season not just in the peak of momentum.

Let's push forward with purpose together; your role is essential in this too, and together our efforts can make a difference.