Undeniably, our attention is drawn to big manufacturers and retailers who pack some punch into their advertising, convincing the general public that they have the quality product that we not only want, but need. Of course, smaller business ventures have upgraded their approach too, employing branding agencies or utilizing their own knowledge to create an enticing image. Just as important as the quality of a product, the reputation of the company and popular demand, design is marketing’s greatest asset to success. Here’s why.
Online Presence & Mobility
In this day and age, virtually everyone is online. And this means that companies have to not only produce an online design that is accessible and friendly, but attractive and professional. A well-coordinated website not only makes visitors more likely to spend more time browsing and shopping, but offers reassurance that the company puts together a solid product, as well as ensuring that their online services are secure and up to date. In fact, nearly 50% of consumers cited websites as the go-to in order to decide on a company’s credibility, with security seals and certificates – as well as awards and recognitions – playing high into this requisite.
Catching the Eye, Engaging the Mind
With excessive amounts of information available in a single click, the internet has developed into a database where the majority of users skim pages rather than thoroughly read them. This has led web-based design to incorporate various tactics such as NLP (neuro-linguistic programming), as well as a careful construction of webpages that follow the natural pattern of the eye during quick scansion. For the business of advertising, this element of design is paramount: 77% of web ads are virtually unseen, with 54% technically impossible to view and 23% barely noticeable. A good design layout with clear, concise ads will capture attention and, if programmed logically, more likely to entice visitors to click (poorly-placed ads take on the appearance of unreliable gimmicks).
Optimism is Optimal
Positive, motivational messages used in design are more likely to capture and sustain interest, because visitors are reassured by the company’s commitment to comfort and quality, and this subconsciously triggers a response that makes the viewer more relaxed. Sites that give good feeling and even inspire the viewer will have that personal touch, which keeps people coming back, and is even more of an asset than “About Us” pages that communicate the respective purpose and values of the company.
In today’s world, how information is presented and how it resonates and connects with the customer is the pivotal point of success. Design isn’t just about a swanky facade, but the core which holds the information and consumer together, making it one of the biggest factors in the success of a company.
Andy Brattle is a Director at a leading branding consultancy in London, specialising in user-centered branding, digital creative and website design services. He specialises in UX led, responsive design. Andy’s passionate about the power of digital to influence user behaviour. You can follow him on Twitter.