Put the Energy Where It Works
Where to Spend the Energy
Not everything needs to stand out. But some things definitely shouldn’t disappear.
Energy gets attention. Whether it’s a logo, a sign, or a sentence, the more energy something has, the more likely it is to be noticed, remembered, and acted on. That’s the power of charisma: people look up.
But energy is limited. And not everything in your business deserves a spotlight. The key is knowing what should pull focus, what shouldn’t, and what happens when you get it backward.
Charisma Isn’t Optional
People notice energy. A sharp color palette. A bold voice. A design that carries confidence. When your brand communicates with intention, people pick up on it before they even realize it.
This is why brands built on logic hold up better. You don’t have to be “on” all the time, because the structure is doing some of the work for you. Design That Pays Off talks about this: clarity makes decisions easier, and it builds trust faster.
If something matters, don’t whisper it.
Sometimes Boring Is the Point
Want to make sure no one actually reads something? Use Times New Roman. Write like a lawyer. Make the layout painful. That’s the move: when brands want people to pay no attention, they get boring on purpose.
It’s the same instinct behind long disclaimers in gray text, passive policy updates, and 500-word emails about changes no one wants. If something might cause tension, the safest move is to bury it in dullness. It’s not always shady, but it is a strategy.
What Happens When You Go Dull by Accident
Here’s the problem: not everyone using dullness is doing it on purpose. Some brands disappear without meaning to. They water things down trying to sound neutral. They under-design materials because “it’s just a PDF.” They don’t know what should be emphasized, so everything ends up boring.
This is where first impressions fall apart. The information might be accurate, but if there’s no energy in it, people skip it. Or worse, they assume the business behind it is just as forgettable.
Look Like You Have a Plan explains how perception starts before people read a word. When your visuals are intentional, people feel it immediately.
A Quick Check-In
Ask yourself:
Are the most important parts of your business also the most noticeable?
Are you avoiding clarity in places that might cause discomfort (like pricing)?
Does your brand look alive where it needs to? Or is it just… there?
Are you afraid to put energy into something in case it draws too much attention?
At Relative Media, we help you spend energy where it works, and build a system so it doesn’t get wasted. Whether you’re trying to draw attention, ease a transition, or set a tone that people remember, we build the structure so your message lands without burnout. Not everything needs to be exciting. But nothing should be forgettable on accident.
If your brand feels chaotic, it might be an energy problem. Start with the Energy Placement Worksheet.
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