Judge boldness by the connection it creates
Bold design earns its value by expressing a brand's story and connecting with people memorably. Creative Director and Head of Studio David Alexander argues that boldness need not mean being wacky or controversial: a subtle approach can also challenge expectations and distinguish a brand.
Assess a design direction by the audience response it is intended to create, rather than how many visual conventions it breaks. Does the design express your story? Does it make people feel something? Does it support a coherent customer experience?
The same questions apply to B2B and consumer brands. Business audiences are people facing competing messages, so emotional connection matters alongside visual distinction. Give the creative process time and investment, prioritise the user experience, and apply the design consistently. Consider more than the logo or website: design also shapes workplaces, customer interactions and how people feel when they hear a brand's name.
Sources: Why bold design is good business, Four Creative Lessons B2B Designers Can Learn from B2C