Ten Biases in Design
How to Break Free and Create Thoughtful Visuals
As designers, we're constantly making decisions—whether it's choosing a colour palette, shaping a logo, or crafting a brand’s visual identity. And while we strive for creativity and innovation, there’s something that silently shapes those decisions: our biases
.
Like many of you, I’ve spent years trying to keep an open mind, examining ideas from different perspectives. But recently, through mindfulness, I realised how much our biases dictate our design choices without us even noticing. Here are some biases that often sneak into our process, along with some tips on how to spot and overcome them in your visual work.
Confirmatory Bias:
Ever had a client brief where you already had a design idea in mind? Then, when you start researching, you gravitate towards examples that validate your initial concept? That’s confirmation bias. We often seek out inspiration that aligns with what we already believe is the “right” direction.
In logo design, this could mean you’re subconsciously leaning on familiar symbols or colours because they’ve worked for you before. To combat this, actively look for inspiration outside your comfort zone—whether it’s in unrelated industries or visual styles you initially find unappealing. You might surprise yourself.
Anchoring Bias:
The first feedback we receive—whether it’s from a client or an initial design critique—can have a disproportionate influence on how we perceive the rest of the project. This is anchoring bias at work.
Imagine you’ve sketched your first concept, and the client loves it. From that moment on, you might struggle to deviate from it, even if the project evolves. Always keep the creative process fluid—challenge that first sketch and explore alternatives before locking in.
Bandwagon Bias:
“Everyone’s doing minimalist logos, so we should too!” Sound familiar? The design world, like any other field, has trends. Bandwagon bias makes us follow them without questioning whether they’re the best solution for the project.
Sure, minimalism might be trending, but does it align with the brand’s values or communicate the right message? As designers, we should balance being aware of trends with the ability to challenge them when they don’t fit the context.
False Memory Bias:
Our brains love telling us stories about past successes that may not be 100% accurate. Maybe you “remember” how your last rebrand was a smashing hit because of a particular design element, but the truth might be more nuanced.
It’s essential to rely on actual data and feedback, not just memories, when evaluating the success of past projects. Did the brand truly thrive because of your design decisions, or were there other factors at play? Design is powerful, but context matters.
Sensationalism:
We’re all drawn to bold, dramatic visuals—the kind that instantly catch your eye on social media or make headlines in design magazines. But just because something is sensational doesn’t mean it’s effective.
As a designer, it’s tempting to create something eye-popping that goes viral, but does it serve the brand’s long-term goals? Remember that a logo’s true power lies in its longevity and versatility, not just its ability to grab attention in the moment.
Hindsight Bias:
Designers often look back at previous trends or projects and think, “I knew that was going to happen,” or “I could’ve predicted that shift in design trends.” This is hindsight bias creeping in.
While it’s great to recognise patterns, don’t let past success make you overconfident in your future predictions. Always leave room for the unknown, and stay adaptable as trends evolve. Remember, the most unexpected solutions often lead to the most innovative designs.
Negativity Bias:
Ever had a design critique where you fixated on that one negative comment, even though the rest of the feedback was overwhelmingly positive? That’s negativity bias in action.
We tend to dwell on the negatives—whether it’s in client feedback or self-critique. Try focusing equally on what went right in your designs. Balance self-criticism with appreciation for your successes to keep yourself motivated and growing.
The Halo Effect:
“If they’re a great brand strategist, they must also be great at giving design feedback!” We’ve all fallen into this trap. The halo effect leads us to overestimate someone’s expertise across multiple fields just because they’re skilled in one area.
When receiving feedback from clients or colleagues, always weigh their input carefully. While their expertise in one domain is valuable, it doesn’t necessarily translate to design. Trust your instincts as a designer.
Self-Serving Bias:
It’s easy to take credit for successful projects and blame failures on external factors—like a difficult client or a restrictive brief. But the reality is, your design decisions played a role in both.
By owning both your successes and your failures, you grow as a designer. Self-awareness is crucial to improving your craft, and that means being accountable for every part of the process
The IKEA Effect:
The more effort we put into something, the more value we place on it—this is the IKEA effect. In design, this can manifest when we become too attached to a concept simply because we’ve spent a lot of time developing it.
But just because something took time doesn’t make it the best solution. Be willing to scrap or refine ideas, even after hours of work, if they’re not serving the project’s goals. Efficiency and clarity are more valuable than complexity for complexity’s sake.
Biases influence every part of our lives, including design. The key is to stay aware of them and actively work to counteract them. By questioning your assumptions, seeking out diverse perspectives, and staying open to critique, you can create more thoughtful, impactful visual work. Design, like everything else, is about growth—and breaking free from bias is part of that journey.
MORE READING
https://blog.logrocket.com/ux-design/7-cognitive-biases-ux-designers-should-know/
