Power Design is a complex concept that engages with power and influence through design in various ways. In the context of campaigning, we define the power and influence of a person or organization as the ability to motivate others to help them achieve their goals, even under seemingly impossible conditions. This definition opens up three perspectives on the topic of Power Design:
- Designing Power and Influence
In this dimension, it’s about strategically shaping and designing power by – among others – building a brand, networks, forging alliances, and winning majorities through strategic communication. Examples include the ancient Romans, who minimized social unrest and secured approval through their policy of „bread and circuses,“ or modern political movements that effect legislative changes through skillful lobbying and networking. This shows how power can be structured and solidified through strategic action and relationship building.
- Graphic Design that Radiates Power
The second dimension focuses on visual communication and how it can radiate power and authority, thereby enlarging influence on a target group. Examples of the misuse of this power include the monumental architecture of the Third Reich and the propagandistic designs of the Soviet Union. In positive contrast, Barack Obama’s „Hope“ poster symbolized inspiration and change, effectively and influentially communicating the message.
- Powerful Design in Impact
The third dimension involves designs that are powerful and overwhelming, capable of literally „blowing away“ the viewer. Tyrannical regimes often use monumental statues and parades to demonstrate power and demand loyalty, such as in North Korea. Positive examples include Apple’s clear, minimalist design that communicates innovation and exclusivity, and Nike’s iconic logo, which conveys a sense of speed and performance through its simplicity. The Tesla Model S and the Guggenheim Museum in Bilbao are also outstanding examples of impressive design that is both functional and emotionally appealing.
Understanding these dimensions of Power Design allows one to recognize both the positive and negative aspects and be better prepared against unwanted influence. It is crucial to recognize the power of design, not to manipulate, but to effectively protect oneself from manipulation and promote an informed and critical approach to the information and its presentation.