Branding 24 Design

Published on March 15th, 2013 | by Jose Vasquez


Using Designs to Shape Perceptions of Startup Tech Companies

The design of your startup technology, from user experience to marketing collateral, is responsible for shaping public perception of your company—including perceived value, behavior, and emotions.

Graphic designer Sebastian Deterding gives an insightful speech on how designs can shape our perceptions and behaviors. Basic suggestions in subtle designs are often enough to completely change our mentalities—for instance, Deterding points out that the design of objects as simple as school chairs can persuade mass audiences to conform to a certain behavior.

While Deterding focuses on some of the more abstract philosophies behind this idea, the important takeaway is that design can mean everything for your startup tech company. Your company’s design involves more than just a logo and color scheme—every minute detail will play a role in shaping your customers’ perceptions, whether they’re aware of it or not.


The first and most elemental step of your design is the branding of your company. This should be one of the first things you tackle as a company once you’ve completed your business plan. Your brand is going to be responsible for winning customers’ loyalty, encouraging repeat business, and eventually attracting new customers as you build your reputation. Elements of your brand design include a simple yet effective logo, a set of colors and image standards that can build familiarity, and a style that can translate across multiple mediums.

Interface Design

Working with a new technology, you’ll be responsible for ensuring a quality and intuitive user interface. Use design elements to make sure every user that comes to your site or uses your application understands exactly what to do, with minimal instruction. Remember, every subtle piece of your application is going to have an effect on how people perceive their experience while using the app and their opinions on the company behind it.

Working with a Professional Designer

As you develop the design of your application and company branding, you should consider working with a professional graphic designer. It’s going to cost a little extra money up front, but there’s no adequate replacement for the years of training and experience that professional designers offer.

The design of your application and the branding standards for your company could perfect or destroy your audience’s experience—so don’t take it lightly.

photo credit: Stuck in Customs via photopin cc

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About the Author

is a serial entrepreneur and tech specialist dedicated to helping startup tech companies grow and succeed. As the founder of Build. Brand. Blast., Jose has worked with dozens of enterprises to find direction, gain momentum, and achieve results.

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    Hey there! I’m Jose Vasquez, and I’ve spent my life helping startup technology companies get the direction and momentum they need to succeed. I started Build. Brand. Blast. as a resource for new entrepreneurs to learn the ropes of starting a business and the keys to building something that lasts.

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