Simple – create by understanding the way you think.
The goal is not to find people that want your beer – the goal is to find people that believe what you believe, not only will they buy it, they’ll tell everyone else they know the story of why they believe. You want to create a cult, a sect who feel the same way you do.
Think about how people feel; understand the context of where they are before they come into contact with your beer. What they are primed for. Be as human-centric as possible.
When a person interacts with your beer, what do they experience and how does it relate to the soul of the project?
The experience a person has using, seeing, drinking and touching your beer should reinforce the soul of the design. In other words integrate ‘what the user does’ and ‘what the project does or makes them feel.’
Now that you know why you’re making this beer and how people will interact with it, it’s time to answer the question: What does it look like? This layer is tertiary to the user story and the soul of the design, but it is commonly misunderstood as the ‘biggest’ or ‘most important’ part of a designer’s job.
Answering the first two questions makes it easy to design something that is fulfilling and resonates with people on a subconscious level. Using the soul and the story as a guide simplifies building visual design that is integrated in a profound way.
The final part of a design is the implementation. This phase is flexible because there are many different ways to implement a design. Find the way that integrates with the soul, the user story, and the look & feel to create a cohesive whole. Take an active part in ensuring no detail is spared.
Regardless if you’re doing the brewing yourself, make sure it’s made, and made right.
You’ve now got a completed design. Most designers stop here. Don’t. This is the part where you take it up a notch. This is the difference between ‘good’ and ‘great’ design. This step is where you can really unleash your creativity to take what you already have and make it shine with something unexpected and brilliant.
In conclusion: when building a pyramid, you’ve got to start at the bottom. Your foundation is defining the mission and soul of the project. From there, consider the user story and context. This leads you to a solid vantage point from which to create a visual design that looks and feels right. Execute the design and brew a beer you’re proud of. Finally, add the hook with surprising and delightful details that let the soul really shine all the way through.
Ok now tell me your favourite beer and why?
ps. Beer is used as an example product / widget / App
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