Creative Pep Talk: Design Starts with People

Good design isn’t one-size-fits-all — it’s shaped by who you're designing for. Whether I’m telling a story to five-year-olds, running a D&D game for eight, or creating a logo for a nonprofit, I’m always asking: what does this audience need? Design that listens makes the biggest impact.

This week I’ve been working on a few very different projects, and each one has reminded me just how important audience really is.

For example: I’m planning a Dungeons & Dragons adventure for eight people. With a group that size, pacing becomes everything — things naturally take longer, so I have to keep the energy moving, make space for everyone’s moment, and find ways to keep people engaged even when they’re not in the spotlight.

On the flip side, I’m also testing out a short story for a group of five-year-olds. That requires an entirely different rhythm — they need to move, to interact, to help shape the story as it unfolds. A passive audience isn’t an option, and that’s what makes it fun: the design of the experience has to leave room for their input and excitement.

Whether it’s a game, a workshop, a visual identity, or a story — good design starts with people. It’s about figuring out how they move through the world and meeting them where they are. And that’s one of the best parts: each new audience brings a new challenge, and a new reason to stretch creatively.

The more you know about your audience, the more you can meet them where they are — and invite them into something meaningful.