Why words matter just as much as visuals in purpose-driven work.
When people think of design, they often think of color palettes, typography, and pixel-perfect layouts. In the social impact space, “good design” often gets equated with clear infographics, accessible interfaces, or beautiful reports.
But here’s something we’ve learned at our agency: language is design.
Words carry power. And in the work of social change—where trust is fragile, narratives are politicized, and audiences are diverse—the language we choose can either build bridges or reinforce barriers.
Design is Narrative Architecture
Every project we work on, whether it’s a campaign, a rebrand, or a research report, starts with story.
Not just what an organization wants to say, but how, why, and to whom. That’s narrative design.
In the social good space, it’s especially important because many organizations are speaking on behalf of communities—sometimes marginalized ones. Words can easily slip into saviorism, jargon, or NGO-speak. We’ve seen firsthand how well-meaning messages can alienate the very people they aim to serve.
Example:
Saying “empowering communities to thrive” might sound harmless in a grant report, but to the community in question, it might feel paternalistic. What if they already are thriving? What if they don’t need “empowering,” just resourcing and respect?
Visuals May Attract, But Words Invite Trust
Design can get you in the door. A good identity system might make people pause and pay attention. But it’s the language—the tone, the story, the rhythm—that earns trust and keeps them listening.
Whether it’s the headline on a website or the way a values statement is written, the right language feels human. It’s not just about clarity. It’s about care.
And care, we believe, is the foundation of good design.
We Ask: Would You Say This to Someone’s Face?
One of the litmus tests we use during our process is simple:
“Would you say this to someone’s face?”
It’s a small gut check that often reveals a lot. When clients read a mission statement out loud, they often realize it sounds like it was written by a committee—not a human. So we rewrite. We soften. We make it conversational, honest, and grounded in real speech.
Because good language doesn’t have to be lofty or “professional.”
It just has to be true.
Designers Need to Write (Or Partner With People Who Do)
Not every designer needs to be a poet, but every designer should understand the role of language in the systems they create. If we treat words as an afterthought, we’re missing half the design.
In our studio, we collaborate closely with writers and editors, especially on strategy-heavy projects. We treat voice, tone, and messaging as design elements, right alongside layout and type. That alignment creates cohesion—and more importantly, impact.
Some Things We’ve Learned
- Simplicity is not dumbing down. It’s making ideas more accessible, not less powerful.
- Community-first language is specific. Avoid sweeping generalizations. Speak from place, identity, and context.
- Jargon is a wall, not a bridge. Test copy with people outside your sector. If it doesn’t land, it doesn’t work.
- Tone matters. Urgent? Gentle? Fierce? Curious? The emotional posture of your words shapes how people receive them.
In the End, Good Design Tells the Truth Well
Language is how we tell the truth—about who we are, what we value, and who we stand with.
In the work of social good, that kind of clarity isn’t just a nice-to-have. It’s a responsibility.
So the next time you think about design, think beyond the visuals.
Think about the voice.
Think about the story.
Think about the power of saying the right thing, the right way, to the right people.
Because that, too, is design.