If your campaigns aren’t cutting through right now, design might be the missing link. The way you show up visually doesn’t just make things “look nice”, it decides whether your audience scrolls past or stops to engage. Here are six design-led actions you can start using today to boost performance.
Nail the basics
Think of design foundations like well-fitted clothes: you can wear the trendiest piece in the world, but if it doesn’t fit, it won’t work. Before chasing trends, get brand clarity. Who leads? How do your brands show up together? What do your audiences need to see? Once those basics are clear, trends become tools, not noise.
Say more with less
Bold typography is everywhere for a reason. Huge, oversized type isn’t just trendy, it forces focus. In a B2B world full of jargon, going big and simple is refreshing. Strip it back, make your message impossible to miss, and trust your audience to get it.
Remember who you’re talking to
Even in B2B, you’re talking to humans. Adding textures and tactile details – like grains, fabric effects, or paper-like layers – softens tech-heavy campaigns and makes them feel real. That human warmth stands out, especially when your competitors are still churning out shiny stock visuals.
Use chaos (carefully)
Maximalism is back. Think bold colours, layered visuals, and big personality. Perfect for event invites, webinars, or social campaigns where the goal is buzz. When you’ve got lots of info and multiple brands to balance, controlled chaos can actually clarify instead of confuse.
Make design measurable
Design isn’t just pretty, it’s trackable. Interactive elements like hover states, click-through infographics, or micro-animations turn assets into engagement machines. Suddenly, you’re not just measuring impressions (aka vanity metrics) but real clicks, journeys, and choices. Design becomes part of your ROI story.
Scale smarter with AI
AI isn’t here to replace designers, it’s here to supercharge them. Need five campaign variants instead of one? Personalisation by industry, region, or persona? AI gets you from concept to execution faster, while your team adds the craft and brand consistency. Less grunt work, more creativity, better results.
Design isn’t just about aesthetics; it’s about performance. By grounding your campaigns in strong foundations and applying these six design actions, you can cut through the noise, connect more deeply with your audience, and achieve better results across every channel.