Design has an immeasurable impact on our daily lives. Yet we hardly think about it. Have you guys ever wondered why we don’t give the design a second thought? It’s because the design has a very subtle yet powerful influence over our lives so much so that before we know it, we unconsciously start changing the way we interact with the world around us. Before we do a deep dive into what design really is, it is important to remind ourselves about how our heads get filled with all sorts of information. We have been imbibed with five senses i.e. sight, hearing, taste, smell, and touch and they enable our minds to both observe and absorb the events that happen in our surroundings. As we progress through life these senses will become fine-tuned by our surroundings and we start to build a library of experiences or as I would like to call it a mind-palace which we can go back to any time to make quick informed decisions when we are confronted with a problem or dilemma. Now that I have made design abundantly clear to you guys let me bring your attention to how brands with the help of creative graphic design agencies use design to influence your way of thinking. Don’t get me wrong I am not saying that this is a good or bad thing but rather I want you guys to understand how the wheel of design works in the world we live in. As human beings we have this pre-conceived notion that we favour a brand because of objective factors, such as product quality or price. I’m here to tell you that this is unfortunately just a half truth which many of us tell ourselves to feel better. The real truth of the matter is that we buy into a brand’s products because of the emotions it is able to awaken within us. So yeah fun fact; emotions are the beating heart of our brand choices. And to make ourselves feel a little better with what we have bought, we later use logic to justify our emotions. This is where the brand promise comes in. So, what is a brand promise exactly? It’s not rocket science and it’s certainly not some form of sorcery or black magic that companies use to forcibly make us buy their goods. It is simply a promise for a value or experience you and I can expect from the company in return for our loyalty. The more a company can deliver on that promise, the stronger the brand value and the happier all of us can be. Branding and creative design agencies were the first to understand the emotional appeal design can have on our minds. The people of today are increasingly loyal to brands whose core values resonate with their own personal and social identity. So, in conclusion, I would say that design acts as a bridge that brands use to connect to the jacks and jills of the world by telling a compelling story.