Designing with Heart: Empowering Parents with Empathetic Design
Employing empathy in design: The strategic use of visual elements on our site to foster social change.
When we say design is more than just aesthetics, we mean it. Our latest project, Powitalnik, showcases how design can not only serve a higher purpose but also have a profound impact on people's lives. Developed in tandem with B Corp partner Mustela, this groundbreaking publication was designed to support parents navigating the emotional storm that can come with getting a diagnosis about their child.
Powitalnik is not your ordinary guide—it's a social innovation! A project conceived, developed, and tested in collaboration with families, specialists, and the community, and backed by Fundacja Stocznia's Inkubator Pomysłów 3, with funding from the European Funds for Social Development.
At our website, we were thrilled to bring this project to life through our visual design, editing, and communication strategy expertise. Let's delve into the beautiful journey of creating this empathetic masterpiece with Hanna Pitala, the lead graphic designer, and Magdalena Hutny, the presentation designer and senior editor, who were instrumental in its creation.
From Emotional Chaos to Calm Clarity
Hania Pitala, our powAhouse graphic designer, plunged headfirst into the heart of the publication's audience—parents, often overwhelmed, confused, and emotionally vulnerable. "Working on Powitalnik demanded a deep understanding of the emotional landscape parents face during such times," Hania explains. Her design process centered on clarity, emotional safety, and intuitive navigation, with choices like increased margins, clear section headings, a pastel color palette, and a vibrant visual structure made to comfort and support the reader.
"Even though this is 'just a publication,' the way information is presented has a real cognitive and emotional impact," Hania says. And she's right, design with empathy can do wonders.
Designing with Empathy
Empathy was a crucial cornerstone for Hania and her team. "Designing with empathy means starting from users' emotions and needs," she says. "It's about what they feel, fear, and struggle with. In practice, it means listening, observing, and co-creating." This empathic mindset informed every design decision, from color contrasts and accessible fonts to color-coded sections for easy navigation.
Seemingly small elements contribute significantly to the overall experience, helping readers feel more in control during these uncertain times.
Designing for Accessibility
With accessibility in mind, Hania carefully approached every design aspect. With increased breathing space, clear section breaks, accessible typefaces, thoughtful color coding, and visual dividers, every design detail aimed to support the reader while still being easy on the eyes.
"Designing for emotional accessibility means recognizing that someone in distress may read differently, think differently," she explains. "We wanted Powitalnik to guide, not burden."
The Human Factor—Emotional Struggles and Triumphs
Lending her design skills to such an emotionally charged project brought its own challenges. "It was a huge responsibility," Hania admits. "But the support from my team—fellow designers, illustrators, and project leaders—helped me shoulder that weight." Through this journey, Hania highlighted the emotional impact of design in easing the path for those facing adversity.
Can Design Change the World? Yes, It Can!
Hania believes that designers have the power to shape the way we perceive the world and provide much-needed clarity in complex situations. "Though we can't change everything, we can shed light on difficult topics and help make them easier to face," she says. With Powitalnik, she has made a significant difference in the lives of countless parents.
Editing with Compassion and Integrity
Magda Hutny, our senior editor for Powitalnik, shares Hania's compassionate approach. "From day one, I knew this project was special," Magda shares. "Parents face a whirlwind of emotions, so my job was to structure the text and tone sensitively."
Her editing decisions were guided by three core principles: inclusivity, clarity, and honesty. Magda's edit ensured that all parents, regardless of their background, could relate to the contents. Obstacles and advice were presented clearly, and nothing was sugarcoated but neither overwhelmed the reader.
Empathy as a Practical Approach to Editing
For Magda, empathy is essential for editing. "I listened carefully to the voices of the parents interviewed for the publication and treated them with utmost respect," Magda explains. Reading the raw and powerful testimonials left an indelible impact on her. Working at a B Corp like ours allows Magda to dedicate herself to projects like Powitalnik, creating tangible social impact.
Our Advocacy: Using Design for Good
Powitalnik is just one example of our continued commitment to social impact initiatives. From the FilmOn Festival focusing on films made by people with disabilities, to Green Film Festival celebrating eco-conscious storytelling through cinema, and AI for Changemakers harnessing AI to help nonprofits, our design expertise is put to work for challenges that truly matter.
Our mission? To use design for good, and make a real difference in the world—one project at a time.
Share this story of empathetic design with your networks to spread the word about the incredible impact of design when it's not just about aesthetics!
- Hanna Pitala, our lead graphic designer, centered her design process on clarity, emotional safety, and intuitive navigation for Powitalik, a publication aimed at supporting parents navigating emotional storms.
- Empathy was a crucial aspect for Hanna and her team, as they listened, observed, and co-created, ensuring that every design decision catered to the emotional needs of the audience.
- Seemingly small design elements significantly contributed to the overall experience, aiding readers during uncertain times by making them feel more in control.
- With accessibility in mind, Hanna ensured that Powitalik was visually and cognitively accessible to readers in distress, guiding them rather than burdening them.
- Magdalena Hutny, the presentation designer and senior editor, structured the text and tone sensitively, adhering to the core principles of inclusivity, clarity, and honesty.
- Empathy is essential for Magda in her editing work, as she respectfully handles powerful testimonials from interviewees, giving her the motivation to create social impact at a B Corp like our design agency.
