What Designing for Small Businesses Taught Me (and How Big Brands Can Benefit, Too)
Working with small businesses has been one of the most rewarding aspects of my design career. There’s something special about helping a private practice therapist find its voice or giving a budding interior designer a professional polish that matches her ambitious goals. But what I didn’t expect was how much my experiences working with these smaller clients would shape my approach when designing for larger brands.
Turns out, the lessons learned from crafting thoughtful, agile designs for small businesses can be surprisingly beneficial for big companies as well. Here’s what I discovered while designing for small businesses that can absolutely apply to the big guys.
1. Every Design Decision Should Serve a Purpose
When working with small businesses, budgets are often tight, and every design choice must earn its keep. There’s no room for fluff or “just because” elements; everything from colors and typography to layouts and imagery has to serve a strategic purpose. This taught me to always ask, “What’s the goal here?” before making any design decisions.
Big brands can learn from this: Even with larger budgets and more resources, big companies can benefit from a “less is more” approach. When designing for a campaign or product, focus on clarity and intent, stripping away any elements that don’t add value. It ensures the core message shines through without unnecessary distractions.
2. Adaptability is Key
Small businesses often need flexible design solutions that can adapt to various platforms and touchpoints. A logo might need to look great on a business card, a website header, and an Instagram post. This forces you to think about versatility and scalability in your designs.
Big brands can learn from this: With so many channels available for reaching consumers, large companies also need adaptable design systems. Whether it’s a responsive website, multi-format social media graphics, a brand suite gives the ability to scale and adapt while maintaining consistency, which is crucial for staying relevant in a fast-changing landscape.
3. Keep It Personal and Authentic
Small businesses thrive on personal connections with their customers. Their designs often reflect the unique story, personality, and values of the owner or team. It’s not just about looking polished; it’s about communicating something authentic and human. When I design for small businesses like a private practice therapist or creative, I get to do work that feels personal–like a friendly smile or warm hug.
Big brands can learn from this: Even with millions of customers, people want to feel like they’re connecting with something real, not a faceless corporation. Larger brands can infuse their designs with more personality and authenticity by sharing behind-the-scenes stories, featuring real people, or reflecting their core values in meaningful ways. It’s about keeping that personal touch even when the scale is massive.
4. Embrace Constraints as Opportunities
When resources are limited, you have to get creative with what you’ve got. A small business may not have the budget for a custom photoshoot or an elaborate website, but that doesn’t mean the design has to suffer. On the contrary, constraints often lead to more creative, resourceful solutions.
Big brands can learn from this: Bigger budgets can sometimes lead to overcomplicating things. Embracing constraints, whether self-imposed or project-specific, can encourage creative problem-solving. For example, setting limitations on the number of colors used or restricting a design to a single typeface can lead to bold and unexpected results.
5. Storytelling is Essential
For small businesses, every project is an opportunity to tell a story. The story of how the business started, what makes their products special, or why they’re passionate about what they do. Design isn’t just about looking good; it’s about communicating a narrative that resonates with the audience.
Big brands can learn from this: While big companies often have polished branding and established narratives, there’s always room to tell more engaging stories. Whether it’s about the company’s history, its sustainability efforts, or the people behind the scenes, storytelling can add depth and meaning to a brand’s design. It makes the brand feel more relatable and real, even on a global scale.
6. Never Underestimate the Power of Community
Small businesses often rely on their niched communities for support, and they design with their community in mind. This means creating designs that resonate not just with a broad audience but with the specific people who matter most to them. This approach fosters a sense of loyalty and belonging.
Big brands can learn from this: Even though larger companies may have a global reach, there’s value in thinking locally. Design with your key communities in mind, whether that’s through localized content, culturally relevant campaigns, or partnerships with local influencers. Big brands can build stronger connections by celebrating the smaller communities that make up their broader audience.
7. Be Agile and Open to Change
When you’re designing for small businesses, things can change quickly. A new product launch, a last-minute promotion, or an evolving business goal can shift priorities overnight. This requires an agile mindset and a willingness to pivot when necessary.
Big brands can learn from this: While established processes and approval chains are part of working with larger companies, there’s a lot to gain from being agile. Embrace a startup mentality when possible, allowing for rapid iteration, quick experimentation, and the ability to adapt to changing market trends. It can help larger companies stay ahead in a competitive market.
8. Value Customer Feedback
Small businesses often interact directly with customers, making it easy to gather feedback and tweak designs accordingly. That real-time response loop ensures the design evolves based on actual user experiences and preferences.
Big brands can learn from this: Gathering customer feedback at scale is challenging, but it’s not impossible. Incorporate ways to collect and act on customer insights, whether through surveys, social media listening, or user testing. Don’t be afraid to evolve your design based on what you learn. It shows that the brand values its audience’s opinions and is committed to continuous improvement.
9. Simplicity is Powerful
In small businesses, there’s a natural emphasis on clarity and straightforwardness—because they’re often trying to make a big impact with limited means. This means that the designs are simple, but not simplistic. They communicate clearly and effectively without any extra fluff.
Big brands can learn from this: When it comes to design, complexity doesn’t always translate to sophistication. Sometimes, the simplest solutions are the most effective. Big brands should aim for clear and concise messaging that makes an immediate impact. Simplicity isn’t just a minimalist trend—it’s a strategic choice that can make your message stronger.
10. Don’t Lose the Human Touch
Lastly, small businesses remind us that design is ultimately about people. The owner’s passion, the team’s hard work, and the customer’s experience are at the heart of everything. It’s easy for big brands to become focused on metrics and market share, but the best designs always remember the human aspect.
Big brands can learn from this: Design with empathy. Think about the people who will interact with your design and how you can improve their experience. Whether it’s through user-friendly interfaces, meaningful content, or emotionally resonant visuals, keeping the human touch at the center of your design approach will always lead to more effective outcomes.
Bridging the Big and Small
The lessons I’ve learned from designing for small businesses have profoundly shaped the way I approach design for larger brands. They’ve taught me to value purpose, stay agile, prioritize storytelling, and always remember the human connection at the heart of every project. Whether you’re a small business owner or a part of a massive corporation, these principles hold true.
Big brands can learn a lot from the little guys, and embracing these small-business-inspired strategies might just be the key to unlocking more authentic, impactful, and memorable design work. After all, sometimes thinking small can help you achieve big things.
