Most people will readily agree that communication is most effective when done with some visual representation. That is why design is a huge part of current marketing initiatives. Businesses are always on the lookout for more customers and more sales.
This fact means that marketers have to find a way to make an impression and keep a prospect’s attention on the first try. However, this search is almost impossible without incorporating compelling design into all the visual elements of your marketing and branding efforts.
People subconsciously lean more towards brands that have leveraged effective design strategies in their brand image. Your marketing design should include your apps, websites, social media ads, exhibit stands, magazine ads, tv commercials, and everything else.
As it concerns the companies on the S&P Index, companies with an impactful design strategy across their marketing efforts perform 219% better than companies without it.
Successful business owners are well aware of this statistic and just how much it impacts a prospective customer’s decision-making. Maggie Hanna is the Head of Quality Assurance Department at a paper writing service review company, Online Writers Rating. She says,
“Your website design should make your site visitors feel like they walked into a castle for the first time and are awed by its rustic appeal”.
Without that instant feeling of satisfaction, the probability of going on to browse your site goes down significantly.
Maggie’s statement is strengthened by the results of a survey by Tyton Media. 48% of survey participants admitted that their number one factor for determining a business’s credibility was website design.
We’ve rounded up a few reasons to motivate you to approach your marketing design intentionally.
#1 – Good design communicates your brand’s persona effectively
Essentially, branding is the way that current and prospective customers think about your business. This is like asking customers to define your company and what it represents using a few short words. Be rest assured that whatever words they use in their description represents the vibe they get from your company’s poise and offering.
They could describe your business with any combination of words: luxury and exclusivity, quality and affordability, value, and comfort. They could also use some less than favorable terms like rigid and apathetic. Either way, whatever they say is tied directly to what your brand positioning and marketing effort feel like to them.
The feeling they get has a lot to do with your marketing design across your website, blog posts, newsletters and brochures, product/service design, Google and social media ads, and other offline marketing channels.
Generally, if the words people are using to describe your business do not align with the core messaging of your brand, something is most likely amiss with your design. Fix this anomaly immediately so that your professionalism, positioning, and quality can shine through.
#2 – Good design boosts visibility
People tend to make snap judgments when they are deciding if a person they see for the first time is attractive or not. Interestingly, they do the same thing when they come across a brand’s design for the first time.
Attractiveness and uniqueness must be non-negotiable attributes of your web design and other marketing design efforts. First, your marketing campaign will need to stand out from the sea of competing marketers, advertisers, content creators, and more in your niche. It then has to leverage the attractiveness of its design to capture and hold the interest of your ideal prospective customers.
To get your design right, you have to prioritize insight from your target audience’s design preferences and the objectives of your marketing campaign. The design speaks much louder than any bland content, so doing it right can only mean good things for your brand visibility and reach.
#3 – Great design is a huge conversion booster
Donald Fomby, Head of Marketing at essay writing service review company, Best Writers Online, knows all about the union between web design and marketing success. In his words, “more than half the battle of content engagement is won with an excellent design that drives interaction and comprehension of the content, and then compels action.”
Fomby’s assertion plays into the efforts put into every other channel of your marketing campaign. The thing about design is that its impact happens at the psychological level. The font choices and styles, page/content layout, positioning, color choices, photographs, and videos all work to evoke emotions and drive action that has both been predetermined by the marketing designer.
Whether it’s an ad, web copy, blog content, or anything else, great design can light a fire under any content. Such a design will significantly shape a prospect’s experience with your campaign. Then it will skillfully direct the prospect towards the intended action, consequently boosting conversions.
#4 – Good design boosts engagement with your marketing message
A top-notch marketing design drives home your messaging, many times better than the copy itself. This benefit is similar to the one that shows how design helps to communicate your brand persona. But beyond giving prospects the right outlook for your brand, great design goes further to compel a response from the viewers.
Related article: 5 Creative Ideas Using Stock Images for Your Marketing
Let’s say, for instance, that you own a brand that’s trying to raise funds for a community project or to raise awareness about the company and what it does. It won’t matter if you craft an exhaustive copy to this effect that says all the right things about your company the right way. Prioritizing the design – using the right images, fonts, layout, color tones, and more – can hit home for your audience much more than any copy.
Good design acts as a verb. It doesn’t just trigger the right emotions; it is the vehicle that massages your audience’s emotions and intellect to spur them to take a favorable action.
Remember that customers’ attention span is shorter than it has ever been in the history of the internet. Take the case of logos, for instance. It takes the average customer around ten seconds to form a first impression of a brand’s logo design. It will take the same customer between five to seven sightings of a logo to trigger recognition.
These statistics suggest just how vital getting your marketing design right can be. For most brands, the bulk of their design work will lead off and back to their website, making website marketing design critical. However, your website design and marketing efforts beyond your site should all form a cohesive story that drives home your brand identity, boosts customer engagement, and evokes action, including sales.
Consider hiring a professional marketing design agency if you have problems developing a design voice and identity. They can help you understand the various aspects of your design’s creative process. The right agency should also teach you to see your design through the lens of your brand objectives, and not just for design’s sake.
Handle your brand design in light of the revelations in this article. This way, you will have a better chance of burning your brand image into the minds of your customers and bringing in more business and revenue.
Credit image: Business vector by vectorpouch – freepik.com
- The Impact of Design On Your Marketing Activities - 9 Jun 2020