Start With Buyer Logic
As a branding curator, I recommend this piece to teams who want strategy before visual polish. Anthony Dutcher insists research should decide design, not decorate it. He outlines psychographs that map decisions, not tidy personas that do not guide work. You get practical guidance about search demand, public threads, and sourcing evidence. The method forces questions that change sitemaps, content, proof, and the priority of pages. A real case study shows honest local search numbers, not inflated national figures. That practical honesty helps teams stop chasing flattering metrics and start solving real buyer doubt.
Design still matters, but every aesthetic choice must serve a business decision. Dutcher explains how buyer logic shapes hierarchy, motion, trust signals, and conversion paths. AI can accelerate collection and synthesis, but judgment and context remain essential. This piece shows what research forces teams to change before they open Figma.
The result is a site that meets buyers at their level of understanding, and removes key uncertainties. If your team wants acquisition to be predictable, read this for a practical template and mindset. It will make your next brief harder and your launch smarter, which is a good trade. Read it now.
Source: dribbble.com
