Ergonomic design matters because the designer (and the organisation who employ them) care about the end user. They care that the design will not get in the way of the relationship between the brand and the end user.


Well implemented ergonomic design can make a product, whether that is a chair, new logo or a new website, easy to use, more efficient and as a result more successful.


Ergonomics is just as relevant for brand design as it is for industrial design – or in fact any product, process or system that has been created to be used by people.


We notice poor design but, unless it is truly outstanding, we don’t often notice good design – which is a sign that it is performing ergonomically, that the designers have created a product that has taken the user into full consideration. The ergonomic design works to the strengths of the end user (for example, I have opposable thumbs) and reduces the effects of their weaknesses (I can concentrate for about 12 seconds), so it is vital that the target audience, their cognitive/physical aptitude, past experience and cultural expectations, to name three possibly important variables, are understood by the designer and by the brand.


Here are just three examples of ergonomic led design thinking:


Ergonomic web design (often referred to as web usability), is focused on easing the use of a website for a group of users in a particular context. Content might be King, but if you want loyal website visitors then the design of the website is the power behind the throne.


    • The design must be consistent site-wide.


    • Use a strong contrast between the background and text to maximize readability.


    • Include a clear and easy to use menu.


Ergonomic brand design should focus just as clearly on the end user, making sure the branding work puts clarity and usability first and foremost. Branding (or any design) that focuses on aesthetics simply won’t work as well for the target audience, or the brand.

  • Branding should be consistent.

  • Branding must must be efficacious across intended platforms.

  • It should be easy to use by both the brand and the target audience.

Successful ergonomic packaging design needs to place special emphasis on both the end user and the context it will operate in.

  • The packaging needs an easy to read colour contrast.

  • The design needs to make it easy for the end user to spot the brand (often in a busy marketplace).

  • It must be easy for the customer to pick up, both physically from an industrial design perspective and culturally – taking into consideration the needs and expectations of the target audience.