Smarter design, better business

Imagine explaining a groundbreaking product to a room full of potential customers, only to see confusion instead of excitement. During a recent presentation at KU Innovation Park, Brian Cox , founder of Bullpen, shared how businesses do too much, overcomplicating their message or focusing on features instead of outcomes. His approach - just enough design - offers a roadmap to simplify, clarify, and connect, making sure your audience truly understands the value you bring.

Design: Thinking Made Visual

As Cox highlighted, legendary designer Saul Bass famously said, “Design is thinking made visual.” This principle guided the discussion, emphasizing that design isn’t just about making things look good—it’s about presenting solutions in ways that resonate with your audience. Whether launching a product or simplifying communication, design helps you deliver clarity and impact.

Outcome Over Process

Cox emphasized that customers don’t care about the process—they care about results. For example, a Keurig is sold not for its engineering but for its convenience, consistency, and ability to save time. Similarly, businesses should focus on showcasing their products or services' tangible benefits rather than overwhelming potential customers with technical jargon.

Simplify to Succeed

Complexity is a barrier. Cox encouraged businesses to evaluate their communication strategies. Are you making it easy for customers to understand your value? Tools like Donald Miller’s StoryBrand framework can help—positioning the customer as the hero and your business as the guide offering a solution.

Practical Design Tools for Business Owners

Cox outlined foundational design tips for non-designers:

• Color Theory: Use colors strategically to evoke emotions and highlight important content. Apply the 60/30/10 rule to maintain balance and avoid visual overload.
• Typography: Fonts influence perception. Options like Inter, Roboto and Poppins can subtly communicate stability, approachability or sophistication.
• Layout: Structure matters. Clear, intuitive layouts ensure your message is understood quickly, which is essential in today’s skim-first world.

Signs You Need Design

If your product experiences high churn, customer confusion or friction, it might be time to reassess its design. Whether by simplifying a checkout process, presenting a new feature or raising capital, design can bridge the gap between potential and performance.

Cox’s message was clear: design is a powerful tool for achieving business goals. By embracing just enough design, you can create solutions that meet customer needs, simplify communication and drive results.

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