The Power of Strategic Design in Communications
Strategic design is more than just making things look good. Well-thought-out, impactful and purposeful design plays a critical role in shaping perception, guiding behaviour and ensuring key messages are understood.
In Australia, where government and corporate communications must meet high standards of transparency and accountability, strategic design ensures that messages reach their intended audience in the most effective way possible.
Strategic design vs. aesthetic design
Aesthetic design focuses on visual and sensory appeal. It is less concerned with function and more concerned with the ‘look and feel’ of an object. It’s when you consider visual elements like colour, shape, layout and typography and whether your design suits your cultural and stylistic objectives. Good aesthetic design evokes feelings, encourages interaction and enhances the perceived value of your object.
Strategic design elevates aesthetic design and is rooted in achieving specific business and communication goals. It goes beyond the look and feel to ensure that visual elements align with overarching objectives.
Strategic design uses design thinking – a problem-solving approach to design that uses innovative and collaborative ideas with the end user in mind – to address complex problems, align with objectives and drive meaningful change.
It looks at the big picture, examines how the needs of the design interplay with other policies and objectives that might need to be considered, and combines empathy with analytical thinking to create a design solution that appeals to human needs while also applying an understanding of wider issues and contexts.
Strategic design to build public trust and engagement
Strategic design plays a crucial role in how people perceive your organisation. Clear, accessible and well-structured design fosters transparency and credibility. It tells people who you are, what you represent and what they can expect from you.
Poor design choices such as cluttered layouts, inaccessible colour schemes or inconsistent branding, can lead to confusion and erode trust.
Examples of strategic design in action include:
- Customer journey maps
- Scenario planning
- Persona development
- Service blueprints
- Stakeholder workshops
These tools and methods help the design team to explore possibilities that will guide the strategic vision of your communication plan. These ideas, in turn, inform messaging and content development – and of course the look and feel of the aesthetic design.
During the COVID-19 pandemic, well-executed infographics and easy-to-read government guidelines helped reinforce public understanding of health measures.
Integrating design into broader communication strategies
Strategic design should not be treated as an afterthought or a one-time only deliverable. It needs to be integrated across all areas of your communication output – from your website and social media channels to your print materials and public-facing collateral, and integrated multimedia campaigns.
When developing communication strategies, your communication team should work with a strategic design expert in the initial planning stages to ensure that ‘big picture’ vision is applied across the board.
By prioritising strategic design, you will see stronger engagement, clearer communication and improved trust among your stakeholders.
Queensland’s tourism sector leveraged a unified visual identity across digital, print and social media to strengthen its brand presence and attract international visitors.
Whether in corporate reporting, government messaging, or public awareness campaigns, embedding strategic design thinking into communication strategies is essential. It strengthens trust, improves engagement and enhances clarity.
Connect with us
At Phillips Group, we understand the power of strategic design and how to apply design choices in a winning communication strategy. Connect with us to find out more.
