We understand – particularly when it comes to small businesses with limited resources – that when times get tough and businesses are forced to make cuts, it’s often the creative budget that faces these cuts first. Unfortunately, companies often fail to see how investing in their creative budget can, in fact, help achieve the goals they have thus far prioritised – failing to recognise that the department of design and visuals can actually be the difference between ‘mediocre’ and ‘great’.
1. The numbers are in, design sells
Studies have shown that visual appeal can influence us within about 50 milliseconds. In brief, this is how quickly a designer’s content must impress. To get these results, your company would benefit from working with a professional designer, meaning that you will have the chance to seek their expertise to ensure your brand message is perfect. Additionally, we believe that your design should support the principles you have built your company around, and strive to reach your customers’ hearts (rather than just their wallets)!
You may think: “I already understand my company ethos, know our goals, and have no problem discussing these with the customer”. Nonetheless, a visual aid could be the difference between just you understanding your goals and everybody else understanding them, exactly as you want.
The majority of us are visual learners. 65% of people agree that they grasp concepts more easily with a visual accompaniment. Used in this way, design can ‘simplify’ communication in branding; making obvious who the design is for by appealing to its target audience, and allowing the design the ability to attract the right attention in the right way. For example, you may have a product intended for the adult market – but if the wrong design is covering the product, this can mislead your audience and really become a problem.
According to Adobe, over the span of 10 years, companies with strong designs outperformed those with weak designs by 219% on the S&P 500 Index (a stock market index), so the numbers truly are in, design sells.
2.Packaging design can alter your customer’s perception
You may have heard of the concept “eat with your eyes”. Though eating stimulates many senses, sight is actually a huge part of influencing decisions when it comes to food, and this does not go unacknowledged when marketing the food on the shelves at supermarkets. The question is: how do we make our products appealing, when we can’t plate them up?
The truth is that you really can take advantage of packaging and design just as much as supermarket products do. In fact, most products can be marketed and designed in alignment with this “eat with your eyes” concept. This is how we can aim to inspire purchase behaviour and even evoke positive emotions towards a brand. We have also worked with a diverse collection of businesses within the food industry towards creating packaging/branding that is unique on the shelf, helping it stand out.
Food for thought: people remember 10% of what they hear, 20% of what they read, and 80% of what they see/do. So why not consult our expertise in design to make an impact on your customer’s perceptions of a product, and target your audience in exactly the right way?
3. Good design keeps your brand memorable.
Let’s consider a brand that has generated a memorable design: Pantone.
Pantone, a simple colour matching brand, has developed a distinct design style that makes them iconic, creating memorability and awareness for the brand.
Pantone developed it’s distinctive, memorable brand by becoming the universal language of print and colour. They noticed how difficult it was for designers, ad agencies and printers to communicate exact colours, therefore they became the go to brand that provided the solution to this.
Now, think of your business design as a handshake: the first impression between two people – in this case, your business and your customer. Does the experience make them smile or frown? Do they say “hi”, “hello”, or “good day”? Is the handshake firm and formal, or warm and friendly?
Within the digital era, design sits at the core of amazing brand experiences. Companies are realising that by embedding design into business practices, they are actually encouraging deeper customer loyalty, ultimately making a positive impact on their business’s performance.
4. Strong web design= strong customer loyalty
Today, most businesses have some form of online presence. In fact, it is more likely that you will first encounter a business online; therefore, the impression your website makes and leaves is more important than ever. But how do you leave a good impression?
By investing in good design, of course!
The kneejerk reaction to a badly designed website is often to not trust it, let alone bother reading on. Even in cases where the user has found the smallest detail of the web design not to like, the site is often not explored further than the homepage. Ultimately, this affects business success and the sales of your product/service.
According to a study by Microsoft, the average human attention span has declined by 4 seconds since 2000. Shockingly, the attention span today is said to be only eight seconds – whereas even a goldfish can manage nine! If the customer cannot find what they are looking for within this window, a poorly designed website can hinder all your chances. Therefore, by displaying a strong brand identity and ensuring this identity is consistent across all of your platforms, you can continue to secure customers, attention and trust.
We want to help your brand be accessed across a variety of marketing platforms, whether printed or digital. Our in-house graphic designers always strive to create a consistently high quality brand image for every customer we deal with. Additionally, consumers who come into contact with the brand identity you have established (whether it be your logo, type font, or brand colours) will, with the correct design, be prompted towards the desired emotional response to your product/services. It might make all the difference.
5. Design sets you apart from the crowd
Have you ever bought a product simply because it looked nicer than the alternative? Of course you have.
For any business, competition is always high. The chances are that consumers are simply attracted to the one thing that makes the product stand out over another – and that thing is most likely a good, strong design.
As a proven selling point, we can help your brand stand out with intentional design decisions. Strong visuals can also make your brand memorable and can help trigger memories to keep the brand fresh in your mind. Furthermore, if your product/service is considered to be `technical’ or ‘difficult to understand`, effective visuals can act as a translation service – which simplifies complex language and helps to explain exactly what it is you are offering.
Your business doesn’t have to be within the creative industry or even have an ‘exciting’ product to have a strong identity. With our creative skills, expertise and experience, we are able to offer creative solutions for any industry, no matter the product. Even if you can’t see a way that your business can be creative – there is every chance we can. After all, it’s exactly what we’re here for.