The Art of Influence: How Design Shapes Human Behavior
The five steps to make design work for your business.
If you don’t know who is James Martin, you should look him up. He has close to 900K followers on Instagram and goes by made.by.james. He is an author, an agency founder and a member of the design advisory board for Canva, alongside hall of fame designers like Debbie Millman. As a prolific identity and logo designer, he said one of the most shocking things to me in the latest episode of Influence Anyone (previously the Legend Effect.)
“If I’m being honest, nobody needs a f*cking logo.” ~ James Martin
🤯
This, coming from a logo designer.
Then as we talked more, I understand why he said that.
You see, people want a logo not because they really want the logo, they want what they think it’ll give them - influence.
And the truth is that the mark itself won’t solve your problems, it’s applying design and creativity across your business that’s going to make the mark mean something.
But here’s an important nuance 👇🏽
Main Lesson: The Difference Between Art and Design
If you’re an entrepreneur, you’ve probably wrestled with this question:
Do I need to be more creative? Should I be putting out things that are bold, artistic, unique?
Yes—and no.
Because art and design are not the same.
THE LESSON
Art is about expression, design is about function.
Howie Chan
Art is about expression. It’s subjective. It asks questions, explores feelings, and doesn’t need to serve a practical function.
Design is about function. It has a job to do. It’s not just about beauty, it’s about guiding people toward a decision.
As James Martin (Made by James) puts it:
“I like to think like an artist, execute like a designer. Because I’m obviously working to a brief to some degree... but the brief is the floor, not the ceiling.”
James Martin
If your design isn’t guiding behavior, achieving a goal and an objective. it’s not doing its job.
So, if you’re a business owner, ask yourself:
Am I treating design as a means to an end, or just something to “look nice”?
Because influence isn’t about being artistic, it’s about being memorable.
❤️ Heartset: Design Is The Fastest Way to Build Trust
Think about the biggest brands in the world. Apple. Nike. McDonald's.
You don’t even need to see their names to recognize them. That’s the power of design as influence.
James put it perfectly when he said:
“The best logos and identities work for you when you’re not around.”
James Martin
Your visual identity gives you presence even when you’re not in the room. Think about the distinctive shape of the Coca-Cola bottle, or the unique contours of the Mini Cooper. Even the way images are shown can instantly influence you to step into the intended story (can you picture an Ikea catalogue?)
Why does this matter?
Because people trust what they recognize.
If your website, logo, or content looks unpolished, people assume your work is unpolished.
Research shows that people form an impression in less than a second.
A great design creates instant credibility—before you even say a word.
Design can say what words can’t.
🧠 Mindset: Design As Persuasion, Not Decoration
Most business owners think of design as an aesthetic choice.
It’s not.
Design is not about “looking good.” It’s about guiding people toward a feeling, belief, or decision.
This is why most businesses get it wrong.
They believe:
❌ A logo will make them successful.
❌ A website will bring them clients.
❌ A “cool” design will make them stand out.
The truth?
✅ A logo means nothing until it stands for something.
✅ A website won’t convert if it doesn’t build trust.
✅ Design isn’t about being cool—it’s about being impossible to ignore.
So don’t worry about looking good and adhering to some ideal 👇🏽
“Not every single logo needs to work in a favicon... I’ve got this motto: ‘F*ck the favicon.’”
James Martin
Stop designing for constraints.
Start designing for impact.
🧰 Skillset: Five steps to make design work for your business
Now, you don’t need to be a designer to use design as influence. Here’s how:
1/ Think of your brand as a symbol, not just a logo.
Your brand should evoke a feeling, not just an image.
Symbols are meaningful, so ask yourself what are you doing to put meaning into it?
If your mark disappeared tomorrow, would people remember it?
2/ Invest in clarity over complexity.
If someone has to “decode” what your business is about, they won’t engage.
Your design should communicate your message at a glance.
Clarity is valuable - it takes effort and time to edit out the garbage.
3/ Create a unique mark that works beyond your presence.
James said it best: “Take your logo off that hat, and it’s just a hat. Put it back on, and it’s your brand.”
Your design should own space in people’s minds, even when you’re not there.
4/ Evolve your brand, but stay true to it.
The best brands evolve without losing their essence.
They take trends into consideration but don’t veer off path.
“I haven’t moved off into NFTs, crypto, AI... I’ve stayed in my lane, but I’ve evolved my approach.”
James Martin
5/ Test, tweak, and keep showing up.
Your first attempt at branding won’t be perfect.
The best brands grow through constant iteration and refinement.
Influence Starts with Visibility
Design isn’t just about looking good. It’s a tool of influence.
If you treat design as decoration, you’ll blend in.
If you treat design as strategy, you’ll stand out.
And standing out is the first step to becoming unforgettable.
Now, here’s your challenge: Look at your business, your LinkedIn profile,
Is your design making an impact? Is it guiding behavior? Or is it just there to look nice?
Because the people and the companies who win—the ones who truly influence—use design as a means, not an end.
Howie Chan
Creator of Influence Anyone
Follow me on LinkedIn
Don’t miss:
The Influence Anyone Podcast
James and I get raw and honest about what design does and what it doesn’t do, why should people care and how it can help any business.
🎧 Listen to it on Apple, Spotify, the web or wherever you get your podcasts.