When architects draw building plans they work with limitations like bearing walls and local zoning laws. Similarly, people come to small groups with restrictions on their time, attention and energy that must be taken into consideration.
When interior designers look at a room they concern themselves with aesthetics – furniture, paint colors and window coverings. People come to small groups needing inspiration. They need to feel something that moves them to take action.
Design has everything to do with success. It’s how thought leaders, innovators and idea artists engage people’s imaginations.
People buy the Nike Swoosh long before they buy their Nike shoes. The logo connects them to a tradition of excellence even though the shoes aren’t that much better than other shoes.
People buy the Cadillac logo. The logo gives them status .The car is attached.
People buy the iPhone because it bears the white Apple. The image says they’re an early adopter. It actually makes them feel smart.
These images tell people them a story about themselves. The product that bears the image gives them something to do while they’re feeling excellent, cool or smart.
If we want to motivate people to do something (especially something new) we must access their imagination. Information and inspiration have their place but imagination is the heart of the will.