By: Enzo Castellani, Jr. Art Director
The role of empathy is crucial to any successful creative. Understanding the emotions of your target user or audience is an essential part of establishing a deep and lasting connection with the product being sold. This understanding is often gained by taking the perspective of an individual who will use the product/service (as opposed to thinking in terms of generalizations and demographics). To design with empathy is to ask yourself “how will using this product make me feel?” instead of “what are this product’s features and benefits?”. Both are important, but empathy is what breathes life into creative and can transform a design from something good into something exceptional.