“Nobody reads ads. People read what interests them, and sometimes it’s an ad.” -Howard Luck Gossage
Great design can be the difference between communicating your message or losing your audience. Many judge a book by it’s cover, and many consumers judge a brand by it’s marketing. Businesses that want to compete in today’s marketplace need to understand the importance of quality design. Whether it is the simple and intuitive design of your company’s website, or the elegant layout of an informative infographic, the time and effort businesses put into design matters.
A whopping 80 percent of people remember what they see and do, according to this infographic from Hubspot. Compare this to the 20 percent of people who remember what they read, and 10 percent remember what they hear, and you can see the true impact that a well thought out visual can have in today’s business world.
Visual Communication Infiltrates Your Brand
Your website, signage, brochures or any other marketing efforts may be the first impression a potential customer has of your brand. It is important to make sure that deliberate thought and consideration went into these marketing materials. That is why utilizing the services of a professional designer can help attract more customers.
How can you tell a visual story? How can you incorporate infographics, photographs, videos, charts, graphs, maps, tables, drawings and other visual aspects into your website, content marketing and blogging efforts?
People are online looking for content in your industry as we speak. Whether they find your business through search or through social media, there will be significant competition for your readers’ attention. If they land on your website and don’t connect to your website message and design in 8-10 seconds, they are likely leaving.
This is where a good visual strategy can come into play: people process visuals 60,000 times faster than text, according to the same Hubspot infographic. More than half (66 percent) of all social media posts now include images, according to this blog post from the Content Marketing Institute. They help your social media marketing stand apart in the noise. The data continues to grow on how impactful and persuasive the right visual can be and why great design matters to your business.
In addition to the types of visuals listed above, thinking visually can help break up long blocks of text as you write your message. Consider using more subheads, bulleted or numbered lists, and shorter paragraphs to help visual processors more easily glean the information you are trying to get across.
Designing With Your Customers In Mind
The design doesn’t end with your business’s marketing decisions. Customer or user experience often has a lot to do with the design of a particular product. Apple is a key example of design decisions to improve the user’s end experience.
Apple’s simple and beautiful design has played a major role for them succeed in a technology marketplace full of confusion for consumers. Their mobile devices are elegantly designed pieces of hardware. However, the company’s design efforts didn’t stop there. Reducing options on iPhones, iPods, iPads and other products has resulted in less complexity and ease of use. This makes it a more intuitive and reliable product for their customers.
Whether it’s incorporating high-impact imagery into your website and print media, or developing trade show displays that attract and invite, improving the visual aspects of your advertising can have a significant impact on brand image and user experience. Implementing an ad campaign with poor design that fails to appeal to your target audience or communicate a clear message can be a massive waste of time and resources. Understanding why great design matters can be the first step to improving your overall brand image.
What is your company doing to appeal to the visual learners in your target audience?