More than anything, good design has become a hot commodity. Whether it is technology, fashion, or graphic design, designers are working to implement good design in the work that they do. Good design doesn’t just appeal to the eye — it helps create a good user interface and user experience. Above all, design fosters a personal connection between the designer and the viewer by building trust, sharing story details, and embracing emotion.

Design begins with understanding the principles and elements of design. Elements of design include concepts like line, shape, direction, size, texture, color, and value. Principles of design include concepts such as balance, gradation, repetition, contrast, harmony, dominance, and unity. By understanding how the fundamentals of the principles and elements of design work together, you build the foundation of personal connection.

Build trust as an artist

Would you commission someone to create a portrait of you if you knew they didn’t have the skill? Apply the same practice to design. Apply the same practice to design. Would you have someone create an infographic for you if they didn’t have the proper training The answer is probably not. As human beings, we gravitate towards who we feel comfortable with and who we trust. When you hire a designer, you want to trust that they have the skills to flawlessly execute your project.

That being said, how do you build your trust as an artist? Simple: go back to the basics. Oftentimes, the best designs are the ones where the fundamentals are executed exquisitely. You want an artist to know their stuff, and more importantly, how to apply that to your specific project. The skill of the designer can have a significant impact in appealing to an understanding of your audience. Hire a skilled artist who also knows how to tell a compelling story through their work. You are bound to get someone who knows how to tell a great story and has the means to do it. The more trust you have in your designer, the better of a personal connection you will build.

Design the story

Next comes the fun part — creating the story. Design is unique in that you are creating visual representations for your story, whether you have icons, symbols, or images. Designers also have the ability to combine these elements with words or numbers to get the story across. A prime example of where all of these come together is in an infographic. Infographics can include numbers, words, and imagery to tell the story, and really good ones utilize all three.

Through these elements, designers are able to develop a particular tone of voice and perspective around the topic. They are able to express a story through their chosen design method, sharing story details in their final work. Maybe they see something in terms of numbers. Maybe they see that same thing with icons and text. This lends itself to building a personal connection between the designer and the audience. A personal connection where the audience can better understand and relate to the designer’s vision.

Express emotion

Art, especially design, is the best way to express emotion. The primary way to do that is through color. Designers pay attention to the psychology of color, which outlines particular color associations. For example, red is often associated with anger or love, while green is often associated with earth, nature, or finance. Advertisers take note of these associations, implementing them in both print and TV ads to elicit emotions from the audience. Color relates to both an audience’s physical and emotional feelings.

Designers need to be thoughtful about which colors to use. For example, you don’t want to use colors that would create an association of rival teams. On the other hand, certain color combination creates holiday associations. Picking colors can have a powerful impact on how you personally connect with your audience. Color is the gateway to an emotional connection, so it’s key that designers know how to utilize that.

Contrary to popular belief, design is not as effortless as it looks. It is as much of an art as it is a science. The application of the science the principles and elements of design allow the art to come to life and thrive. It is through this combination of art and science that design is able to foster a personal connection between designer and viewer. Trust, sharing story details, and embracing emotion, all concepts of good design has a hand in, builds a personal connection. So what are you waiting for? Go out and build a personal connection with your viewers through design.