THE INVISIBLE RISK
Business owners are no strangers to taking risks. They’ll invest in new products, pivot their services, or enter new markets, all in the name of growth. They understand the truth: no risk, no reward.
But when it comes to design, that mindset often disappears.
Design is a powerful tool. When used with intention, it can make a product leap off the shelf, tell a compelling story, or build instant trust with a customer. But too many businesses pull back. Creativity gets stifled. Things “need to look right.” Nothing too strange. Nothing that might ruffle feathers.
That’s the problem.
Playing it safe feels responsible. But it carries its own risk, one that’s quiet and invisible and easy to miss. It’s the risk of blending in.
We live in a world saturated with design. Logos, packaging, ads, social content. It’s everywhere. And because we’re exposed to so much of it, our brains start to tune it out. We filter out what’s familiar and what feels the same as everything else. So when your brand plays it safe, you don’t just avoid criticism. You avoid being noticed at all.
This is where most brands end up: overlooked, ignored, forgettable.
The brands that make an impact are the ones that take risks. They push against what’s expected and refuse to blend in. Not every bold decision will work perfectly. But you’re far more likely to be remembered by standing out than by playing it safe.
Take Jaguar’s recent rebrand. They realized they couldn’t keep up by doing what everyone else was doing, so they took a bold step in a new direction. Opinions were split. Everyone everywhere had something to say. I had thoughts of my own. But here’s the thing, our opinions don’t matter nearly as much as the people Jaguar actually wants to reach. I can’t afford a Jaguar, and most of the design critics probably can’t either. What matters is the opinion of the people who are in the market to buy a luxury car.
I don’t know if the rebrand boosted their sales, but I do know this: I won’t forget it. Before the rebrand, I barely knew Jaguar existed. Now, they’re burned into my memory. That’s the power of being bold. Taking up space in someone’s mind.
At the end of the day, there will always be risk in business. But the riskiest thing you can do with your design is play it safe and hope for the best. That doesn’t get remembered. That doesn’t spark interest or create loyalty. If you want your brand to stand out, you have to be brave enough to stand out.
Personally, I’d rather fail doing something bold than fail blending into the background. At least then, people will remember I was here.
So the next time you’re thinking about your brand and want to make an impact, find a designer who’s not afraid to push boundaries. Lucky for you, I know just the guy. I’m not in the business of being average. If you're ready to do the same, let’s talk.
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