The most important element of delightful design is empathy. Clarity and surprise are only achievable through empathy with the audience. An intimate understanding of the audience means that our designs can be warmer in their communication and more appropriate. We can be friendly and good-natured with the ones who imbue our work with its value. Projects that seem cold or excessively composed are more indicative of a lack of understanding than a mark of professionalism. One can speak naturally and personally when they know someone well, and a friendly, affectionate, and hospitable tone is essential to cater to audiences, encourage dialogue with platforms, and produce the utility and resonance that great design seeks to achieve.

Delightful design attempts to make the work more pleasurable for everyone involved in it, and in doing so, makes the designer and the audience more aware of one another. This seems to be a foolish thing to say, but without the empathy that delightfulness requires, it’s quite easy for the designer to be short-sighted and see the design work as a set of logistical problems to overcome or creative challenges to master, rather than an opportunity to produce something that enhances someone else’s life. The warmth and exuberance of communication and the accommodation to the audience necessitated by delightful design also makes it easier for the audience to spot the presence of the designer in the work. The work becomes more humanized in its tone and effect, so it becomes easy to see that there are people behind it.

Frank Chimero.