This piece came from a talk I gave at the Chartered Institute of Fundraising Cymru Conference. The topic seemed to go down well with the audience (all people working in the charity sector).

Design sets the tone

Have you noticed how a film soundtrack tells you what to feel before anything actually happens?

You don’t need to see Darth Vader’s face to know he’s scary – those first few notes of the Imperial March say it all.

That’s what design does.

Before anyone reads a headline or a mission statement, the design has already set the mood. The colours, the layout, the photography – they’re doing the emotional work before logic sets in.

When the visuals and the message fit together, it feels natural. When they don’t, it’s like horror music in a love story – jarring, confusing, wrong and weird!

Design isn’t decoration – it’s communication

For charities, that really matters. You’re asking people to believe in you and to give time, trust and money. And they’re making that decision in seconds, often without realising it.

A thoughtful design says we care about this. It shows pride, focus and reliability. A rushed or inconsistent one says we’re a bit chaotic. Neither message is written down, but both are loud and clear.

Consistency builds trust

Think of your design as your soundtrack. Every time someone sees your name on a poster, a donation page, a newsletter – they’re hearing that same theme again. If it’s consistent, they trust it. If it keeps changing, they don’t know who you are anymore.

A great soundtrack never shouts. It just sits underneath, making the story stronger. The same goes for good charity design. You don’t need a huge budget, you just need intention.

Trust is precious

The Charity Commission’s latest research shows 57% of people say they trust charities. That trust is precious, and design plays a big part in keeping it.

Before you design anything, ask yourself:

• What do we want people to feel?
• Does this look and sound like us?
• Does it help people believe what we’re saying?

If you can answer yes, you’re already ahead.

Final thought

Good design isn’t the star of the show – but without it, the emotion gets lost. When it’s right, people don’t just see your story – they feel it.

Ginger and Tall work with charities across the UK to help them tell their stories through design that builds trust, engagement and impact.

If your next campaign could use a stronger soundtrack, let’s talk. We can chat, quote, or tell you that the force is very much with you!