Is it kind?

Design is many things, and designers wear many different hats. The art form, profession, and design market are juggling considerations regarding entertainment value, technological updates, and immersive visual experiences alongside a demand for purpose-driven design and ESG regulations. And where does that leave the audience? Everywhere, really. The audience is still the heart of most design practices; great design is often inclusive, digestible, and intriguing. But it still prompts us to ponder: How do we tackle the many different considerations in the design process, and does “kindness in design” play an active role in this creation?

“To me, designing with kindness involves considering the complex emotions of the users we are designing for rather than just focusing on key performance indicators and predictability. When we explore beyond the expected boundaries of users’ mental models, a fresh perspective that challenges the norm can be formed. By contextualising designs, users can make new and unexpected connections throughout the whole experience, promoting play, joy, and other aspects of life that have been neglected in favour of utility or pragmatism in digital spaces. Relying on traditional design systems can sometimes feel rigid and confining, leaving little room for expression. To evolve a design system beyond its constraints, we need to start by rethinking the very principles that guide it. Could kindness be a guiding factor while still upholding consistency and accessibility?” — Linda Marie Kraft, Junior UX Strategist

“For me, kindness in motion design means creating moving experiences which facilitate easier communication with audiences and foster a more natural and inclusive interaction with the final product. It’s about evoking a positive reaction through the movement and interaction of elements with the end user.

We should approach motion design with the aim of assisting and guiding the audience, helping them navigate and understand how they interact with, consume, and interpret design and content. This involves designing motion that holds meaning and adopts a human-centred approach.” — José Emiliano Flores Lozano, Motion Designer.

“Kind design is about capturing people’s attention in a simple and understandable way. Less is more. We assist our clients in creating design solutions that are beautiful, aesthetic, trustworthy, and functional. Colours and visual expression guide people to take a closer look at the design’s identity and message. All of this helps to communicate meaningful content and inspire change.” — Jeanette Larsen, Head Of Activation Design.

“I interpret kind design as solutions that respect and include our senses — design through which we feel seen and understood. I want to mention some things that have positively influenced my life — design and products that we consider completely obvious today, but that felt like a revolution compared to what was.

Firstly, Apple/Macintosh designed a user interface that made technology accessible through a simple, intuitive, and easily understandable visual language. A sympathetic, empathetic, and inclusive design-thinking that revolutionised our digital tools.

In a completely different category, the product development and design of diapers and sanitary pads have significantly and positively impacted the well-being of children and women. Design based on materials, fit, and comfort has been liberating and taken a lot of discomfort out of not only my daily life, but many others' too. Design can really do something!” — Line Kurtzweil, Senior Concept Designer.

It is evident that the question “Is it kind?” in design has many different connotations. However, as we reflect on the diverse interpretations of kind design shared by our colleagues, we see a common thread: the concept of kindness in design is human-centred. Human beings are the main reason for even raising kindness as a parameter. And then it also appears closely connected to experience. How does the audience or user experience the design? From intelligent product design to distinct and thoughtful colour choices — kind designing has the potential to meet our needs in an intuitive, sometimes unexpected, way.

In other words, the notion of kind design is not a strict set of rules you can tick off as you go; rather, it serves as a guiding principle in the realm of design. Since the last century, we've cherished human-centred design as an approach to creative problem-solving. Hence, there is nothing new in keeping the human being and a broader societal perspective at the core of your practice. Still, it is essential to continuously remind ourselves to pursue the transformative and inclusive potential as a standard practice when designing. Whether we call it kind design or something completely different, the underlying criteria could catalyse a world where design strives to do good and be generous.

What if we, as designers, chose kindness as the leading principle in our creative process?

* International Design Day has been celebrated since 1995, commemorating the founding of the International Council of Design on 27 April 1963. Until 2020, this event was celebrated as World Design Day. “International Design Day is an opportunity to recognise the value of design and its capacity to effect change.”