You would have heard the term “don’t judge a book by it’s cover” however the fact is most of the time we tend go by book’s cover(packaging). Why because it’s easy for us to decide, think it like this you don’t know the writer, the content inside the book or anything, so what is left for choosing is the title or the book cover for that instance. In conclusion our initial appearance will decide our last impression. An unattractive package will lead the product to remain in the shelf, because Human eyes don’t read but they scan things, we stuck on the things which feel good. We don’t want to waste our time on the product which doesn’t feel good. The average human consideration span time is really short.
As a business owner or you have to communicate your brand’s vision, message across your audience. When your user encounters your brand through your website, social media, product packaging or anything make sure they feel good towards your brand. It should tell your credibility, reliability, values, the product they can expect etc…
Let’s see how design affects your business and sales –
Proven Stats: Design Sells
Awareness of the value of good design is at an all-time high. Good design is recognized as a major differentiator in ensuring product success in a crowded global market.—Paul Hatch, Design House and Deana McDonagh, University of Illinois
Here is an interesting analysis of how visuals affected the marketing strategies of online marketers last year: –
- 75% of opinions on website credibility come from web design.
- 94% of first impressions relate to your website’s design.
- 89% of people shop with a competitor after a poor user experience.
- About 80% of the users will not return to a badly designed web page.
- About 75% of users make judgments about the company, its values and their credibility based on the web page.
- 38% of people stop engaging with a website if it’s unattractive.
- 60% marketers agreed to the fact that visuals played a huge role in creating an impact.
- Most marketers ended up spending about 10%-20% of their annual budget on visuals.
- 35% marketers said that they would spend about a third of their annual budget on visuals the following year.
Triggers an emotional response
Humans are primed to associate expressions. For example when you see someone smiling that means he is happy. Just like this we associate colors, shapes, patterns with emotions. which lead us whether we like it or not.
This is the power of design, using right images you can generate an emotional response you want.
Let’s take an example of Mc’donalds, for a starter its logo is yellow and using red as a complementary colour. This is because they want to trigger your craving as we humans unknowingly associate warm colour like red, yellow with food.
Reciprocate your time and attention
Basic design preparation activates a positive emotional response which triggers reciprocation of anyone’s time and attention.
I know you are passion about your business but how you are going to make them believe, the answer is through preparation. Preparation is what they see first, for instance scientists at the University of Washington studied that VC’s do like to see passion but preparedness is what most positively influenced funding decisions.
This is not just about pitching it to VC’s because if you are in business you are pitching your product every time your customers encounter your product.
Let’s take an example, which one would you want to give attention –
I know, you may think why comparing apple’s website with some unknown ugly looking site, but that is not the point I wanted to show you, human eyes can identify quality work.
Helps you stand out from competition
Human beings have an attractiveness bias; we perceive beautiful things as being better, regardless of whether they actually are better. All else being equal, we prefer beautiful things and we believe beautiful things function better. As in nature, function can follow form.Steven Bradley
Differentiating from competitors can be one of the biggest challenges in business. Design is important tool for this, helps you capture attention, connect with your audience, makes you being ahead of your marketplace. In the word of Norio Ohga, former Chairman and CEO of Sony, “At Sony, we assume all products of our competitors will have basically the same technology, price, performance, and features. Design is the only thing that differentiates one product from another in the marketplace.”
Captures your target audience
It’s like creating for those who are ultimately going to use it. Smart design showcases your products and services in a way that resonates with—and motivates—your target buyers. And also it adds one bonus which is- design creates barrier for those who is not your customer.
You can’t make everyone happy, there is a certain group of people who will fit you with your product or service. First, define your user and then create an environment most suitable for that ideal group of customer. Read more about customer segmentation.
Design helps you showcase your values visually
“Choose the right purpose, people will be attracted, motivated, and unified.”—Robert Wong, Vice President at Google Creative Lab
Design is that magic element that will communicate your values, mission, vision, who are you and why you do it. Through suitable design you can connect with customers who share same values or would relate with your values.
Let’s assume you are in business with full of competitors, if not than it will not take very long to get crowded with competition, leading you have to differentiate your business from competition. you have to communicate what sets you apart, “why” should they buy from you? What does your brand stand for? What is it about?
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