At UnderBelly Creative, we have this three-line motto that has been with us since the beginning.
Design should be Fun.
Design should be Bold.
Design should be Creative.
When we created it, like many things in the beginning, it was more of a gut reaction than a tried and true design philosophy. But then I was talking with my Art Director about the caption of an Instagram Post I was putting together. The post was simple and showcased these three lines and I wanted the caption to expand upon each statement.
I was able to create a quick quip about why we felt design should be bold and why design should be creative. I think most people would agree they want their design to stand out and be original.
But when it came to Design should be Fun, I struggled to encapsulate why ‘Fun’ was important. And important enough to be the very first statement. The statement that feels so core to UnderBelly and our designs.
What does a ‘Fun’ design even mean? Sure we love bright colors and playful illustrations, but to us, fun is so much more. Fun designs mean bringing the human element back into the design. It’s the added texture and detail and extra layer of meaning baked into a design. We put so much emotion and intention into an illustration, we can only hope that it evokes it back to the audience.
Fun is often seen as extra or a nice-to-have; as the antithesis of professional or worthy of being taken seriously. But we’d argue that these designs are engaging and inherently more human. And as an agency that focuses on human-based branding (meaning you know there is a human behind the business), we think fun designs are the future. Or at least we sure hope so, because we’re a bit tired of brands stripping away their personality.