Years ago, I attended a talk by the iconic Argentine designer Ronald Shakespear in La Plata. Shakespear, a pioneer in visual communication and urban signage, shared a story that has stayed with me—a story that goes beyond aesthetics and straight to the heart of what design should be about: purpose.
In a small town, a priest—a friend of Shakespear—was facing a dilemma. His parish’s church, modest and tucked away, was hard to find, especially at night. The priest needed a solution. He could have gone with the traditional approach, a subtle spotlight maybe, or a small sign. But he had a bold idea: a neon cross. Yes, neon—the same lighting you’d expect over bars and casinos, not churches. This cross would glow brightly, cutting through the night, so anyone seeking the church could spot it from afar.
Shakespear and the priest later flew over the town, and sure enough, the glowing cross was the brightest landmark below, guiding anyone who sought it. The cross was bold, a little unconventional, but it fulfilled its purpose perfectly.
A Neon Cross in the Digital Age: Clarity in UX Design
This story, with its surprising twist, brings a crucial lesson for today’s UX designers: purpose over aesthetics. Just like the neon cross, our designs should first and foremost guide users clearly to what they need. While trends in UX come and go—sleek minimalism, muted palettes, micro-animations—functionality should always come first.
Imagine if the priest had chosen a more subtle approach just to “blend in.” The church would remain hard to find, especially when it was most needed. In UX, this means creating navigation paths that are obvious and CTAs that stand out unmistakably. Sometimes, that calls for boldness—bright buttons, strong text, or clear icons—that cut through visual noise, guiding users just as clearly as that neon cross did.
Resisting the Pull of Fashion: The Pitfalls of Trend-Driven UX
Trendy design is everywhere in UX. And yes, it can look beautiful. But relying solely on aesthetics can lead to choices that look stylish while leaving users stranded. Shakespear knew that for his friend’s parish, effectiveness mattered more than elegance. Likewise, in UX, when we design only to follow a trend, we risk leaving functionality behind.
Take, for example, the current love for minimalist icons or ultra-thin fonts. They may look polished, but they can confuse users who can’t quickly identify their meaning. Shakespear’s cross wasn’t about creating something that “fit in” with religious tradition; it was about guiding people effectively. This clarity-first approach is just as relevant today when we consider how to lead users smoothly through an app or site.
Breaking Convention with Purpose: When UX Design Demands Bold Choices
The neon cross story is also about daring to defy convention. UX designers, too, sometimes need to challenge norms to serve users better. For instance, maybe your site’s design calls for a bright, unconventional color for the main button, or an extra-large font that won’t win minimalist points but works wonders for accessibility. Like Shakespear’s cross, these choices stand out because they prioritize user needs, whether for visibility, accessibility, or ease of use.
In Buenos Aires, Shakespear’s work in signage—from the subway to hospital corridors—followed this same principle. His focus was always on creating design that served its purpose clearly, allowing users to navigate their surroundings without hesitation. For UX, this translates to breaking norms if it means guiding users intuitively and effectively, whether that means trying non-standard layouts or using larger, friendlier icons.
Conclusion: Lighting the Way in UX Design
The lesson from the neon cross is simple but powerful: let purpose light the way. Shakespear’s story reminds us that design should, first and foremost, serve those who use it. In UX, this means making every button, every icon, and every menu crystal clear, guiding users effortlessly to their goal. Good design might challenge the trends, but when it’s crafted with purpose, it leaves a lasting impact—just like that glowing cross in the night sky.