Why is Design Important in Building Your Brand?
Ever heard of blinkee.com? If you have, it’s probably because it’s been listed as a poorly designed web page selling items that glow in the dark (Blinkee, get it?).
The design team extrapolated the glow-in-the-dark concept to create a page with blinking, animated neon words and images against a black background. Sure, it made sense for the brand and concept. But without a design approach, the most successful thing about the site was how it made people leave. There’s no doubt about it, design is central to the branding and success of your business. We’re here to share 4 reasons why.
Express your core ideals
Design is an expression of your company’s identity. It reflects the impression that you choose to leave on consumers and how you would like your consumers to feel about your products and services. Visuals can speak volumes and they often tell your consumers what to expect from your business.
Take Nike, for example. The brand promotes challenging your physical and mental limitations and the tagline ‘Just Do It’ says it all. On its own, the tagline works. But accompanied with visuals of groundbreaking athletes like Manny Pacquiao drenched in perspiration after exerting his maximum, the brand sends a clear, concise and strong message.
Use design to project your creative vision. Design is about the perfect combination of the right elements to showcase your core ideals. Remember, it’s not just what you say but how you say it.
Speak directly to your audience
Today’s digital world has us all overloaded with information and exposed to multiple brands at any point in time. Under pressure to remove clutter, many companies have streamlined their communication mode to focus on visual communication instead. Speak directly to your digitally savvy audience by designing with visual appeal. Consumers today want to be able to digest a large amount of information in a short amount of time and going visual does just that.
Instead of rolling out lengthy emails to update users on new features, companies like Instagram and Snapchat simply push short videos to the app. In seconds, users are able to understand new functionalities that have been demonstrated with a series of graphics. When the mode of communication resonates with your audience, it helps to position your business in alignment with your users.
Get your consumers hooked
Good design will get your consumers invested in the idea of your company. By definition, Seth Godin defined branding as ‘the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another’. The design and overall look and feel go beyond typography and creates, instead, an emotional connection between consumers and the brand. As this drives the consumers’ purchasing options, effective design will undoubtedly contribute to the loyalty of your consumer base.
Design-centered companies bring success
Great design can do much more than win branding awards and accolades, it can also impact your financial top and bottom lines. According to the Design Value Index Study, design-centric companies show more than twice the amount of yield over a 10 year period. As it turns out, there’s a business reason why companies like Nike and Apple have designers in senior management positions. Design drives traffic to your business, which in turn has an opportunity to convert consumers into loyal customers. Consistent branding and design efforts are a must when it comes to enhancing customer stickiness and retention to boost sales.
At Krome, we specialise in website design services as well as user interface websites. If you or your client are interested in creating a site, it’s time to tell us about your project or have a chat about what we can do. You can contact us here.