The Importance of Design in Business Success
If you believe that investing in consistent brand design doesn’t pay off, you’re wrong.
Today’s customers are more demanding.
They won’t buy from you just because you say you’re better than the rest. Instead, they will want to hear your story and learn more about your values before making purchasing decisions.
And, the decisions they make are biased. Quality and brand name aside, consumers also choose brands and products based on their visual appearance.
The overall appeal of your brand, both online and offline, indicates the quality and trustworthiness of your products. As such, it directly impacts your sales and position in the industry.
Here is how design will help you grow your business success.
It Communicates your Brand Missions
The digital marketing era gives brands an opportunity to build stronger relationships with customers.
With the rise of social networks and artificial intelligence-powered chatbots, people communicate with brands just like they talk to their friends.
Just look at social media monitoring tools that let us stay on top of brand mentions or AI chatbots that provide real-time, personalized customer feedback irrespective of your customer’ location or time of day.
These are all factors that impact our perceptions of brands.
Multi-channel communication makes them more approachable, letting us observe them as if they were humans.
Be it innovation, sustainability or social responsiveness, people are forming impressions of your brand based on its missions, values, and actions.
Namely, 64% of shoppers emphasise that shared values and missions are one of the main reasons why they choose brands.
This is something you shouldn’t ignore when designing your brand presence. Design communicates your brand story easier than your PR content or blog posts.
Nike is a perfect example of how your brand storytelling and design work hand in hand.
A few years ago, they teamed with Colin Kaepernick, the former quarterback in the NFL. Kaepernick is most famous for his social activism, especially after kneeling in protest during the National Anthem.
Nike, which is also dedicated to promoting racial equality, made Kaepernick a new face of their Just Do It campaign, using the powerful slogan “Believe in something. Even if it means sacrificing everything.”
Design Helps You Build a Unique Brand Image
In today’s hyperconnected era, the boundaries between online and offline user experiences are fading.
A modern, tech-savvy user will start their search on Google, browse through your offers on your website, read your social media reviews to learn more about you, and then decide to visit your offline store.
While moving through different stages of their buyer journeys, they will probably use multiple devices and channels.
And, if you fail to meet their expectations, you’ll lose them.
What do people expect from today’s brands?
For business success, they want you to be consistent.
Design goes beyond creating a perfect logo design, website design, or colour palettes. It requires injecting your brand personality into every aspect of your online and offline presence, from your business card printing options, flyers, and product packaging to your social channels or website.
All these aspects of your business design should be closely intertwined, providing highly personalized, 360-degree customer experience journeys.
Powerful website design involves the use of colours, shapes, textures, forms, visuals, and content in a harmonious manner.
This is the only way to create a unique brand image – one that grabs customers’ attention, helps them remember you, and encourages them to choose you over your competitors.
Look at the big brands concerning the business success. It’s enough for you to look at the McDonald’s golden arches or Nike’s swoosh and you’ll recognise their brand instantly.
Most importantly, we tend to buy from the companies we recognise and trust. A well-designed and memorable logo, for example, stands for your company’s qualities, trustworthiness, and authority.
It this highly competitive and noisy business world, this may make a huge difference.
So, what does this mean for you?
For starters, understand your brand – what audiences you’re targeting and what qualities you want your brand to be associated with.
Based on that, choose your brand elements wisely and inject them consistently both online and offline.
One such example is Juice Beauty, an organic cosmetics brand. When designing their website, they fused green and white, both of which stand for natural qualities and purity.
They applied the same design to their product packaging, ensuring that their brand message is delivered across all media.
It’s All about How your Brand Looks and Feels
Why do we understand and memorize images faster than text? The Social Science Research Network answers this question, stating that over 65% of people are visual learners. In other words, we form impressions and process brand information based on what we see.
Therefore, both online and offline design can alter people’s perception of your brand and products.
For example, would you rather buy from a website that has lots of spammy ads, links, and buttons or the one that is fast, reliable, and pleasing to the eye?
According to some recent stats, almost 40% of users will kick a site that is unattractive, while over 94% of them will stop engaging a website if its design doesn’t meet their expectations.
The same goes for product packaging. Maybe you still believe that the quality of a product determines buyers’ decisions.
But, what about the consumers that are seeing your product for the first time? Whether buying online or offline, most of your customers don’t have time to weigh the benefits and characteristics of your product or compare it to similar products.
They will simply make purchasing decisions based on the mere looks of your product.
Just like we form opinions about a person in only a tenth of a second, we also judge products and brands based on their aesthetic values.
Never forget that our perceptions are not objective. We often perceive visually pleasing products as high-quality ones. In such situations, the design is basically the only thing that sets you apart from your competitors.
Precisely because of that, apart from having superior features, your product also needs to look better than similar items in the marketplace.
Great Design Is a Long-Term Business Success
In the sea of similar products, design is the only thing that helps you stand out. It is your company’s identity card in today’ fierce business landscape.
It indicates the quality of your products, builds trust with your users, and boosts sales.
Only by making your product stand out both online and offline will you be able to beat your competitors, increase people’s familiarity with your brand, and encourage their loyalty.
How do you use design to maximize your business success?