The value of better designs in marketing can often be overlooked, especially when your primary concern is the budget. However, the wiser entrepreneur knows that a good investment will most likely benefit a business in the long run. Sometimes earning more entails shelling out in the beginning, but these investments can be worth it.
To Catch the Type of Fish You Want, You Need to Whet Their Appetite
Think of it this way. If you want to catch a fish, then you need to lure that fish first because it won’t just come jumping into your boat. You’ll need the proper tools and an efficient strategy to pull this off.
You can get a safe, tried, and tested approach that will give you a mediocre amount of fish. Average hook, average worm, what do you get? Average catch. You can also choose an immediate and drastic pull, like throwing dynamite into the ocean. You may think it’s cheap, quick, and effective. Sure, you’ll make a noise and get quantity. Also, you’ll get a lot of dead, possibly toxic fishes. Is this the type of catch you want to be getting, though? Or would you rather get good quality fish, a batch that will earn you profit, because each one is exactly what you’re looking for?
The fish is your consumers, and you need a specific type of hook. Marketing is your hook, and good design is your bait. Now take a look at your bait – is it something they’ll want to take a bite out of, or is it something they’ll just swim pass by?
Your First Impression is Your Last Impression
It’s textbook psychology: we use first impressions to make initial judgments, and sometimes it’s hard to shake them off. People tend to ascribe to a person with the same values, principles, appearance, and representation as them. This concept can be applied to how they view marketing collaterals as well.
According to marketing surveys, an average American is exposed to a staggering 5,000 advertisements in a single day. Out of that number, only twelve ads make a mark.
If you present your product in a way that your target consumer won’t relate to, let alone notice, then you may as well burn your marketing budget. Remember, your branding is your visual representation. It’s the quickest non-verbal way of introducing yourself. Make sure it’s something they’ll notice and remember.
The Type of Fish You Want Will Only Bite Their Type of Bait
It goes back to what YOUR CONSUMERS want to see. If you figure this out, you’ll need a well-thought-of design to complement it. Sometimes a stereotypical “bad” or tacky design isn’t always horrible or useless; it can depend on what type of product or service you are offering. For instance, if you are selling fast food, you may not attract a crowd of dressed-down diners with a black and gold logo design and fancy calligraphy.
Again, it boils down to psychology. People respond in a particular way to various shapes, colors, patterns, images, and designs. If you know your market’s preferences, this can be used to your advantage.
Good Design Should Represent You, Not Hide You
It’s a good thing to get noticed, but it’s better if you’re noticed for the right reasons. When you come up with branding, it should be attractive, but it should also represent you. You can’t mislead consumers into thinking you’re something you’re not. Even if you’re able to lure them in, they’ll see through your façade.
Your logos, colors, shapes, and curves – all your design attributes should speak, hell, scream your identity. Are you simple, fast, and efficient? Are you homey, authentic, and rare? Is that elephant cartoon in your brochure design necessary?
Good design is honest design. A consumer won’t appreciate being deceived. It’ll make any good first impression irrelevant. If you want to be a brand that a consumer will advocate and be loyal to, you have to be truthful.
Your Designs Can Make You or Break You (If You Even Get Noticed)
Even before you get a chance to pitch your product or service, you can already be led to the door. Bad design can alter consumers’ perceptions of your brand, especially if you misrepresent yourself. You could have the best product in the world or the most reliable service, and no one would ever know. You need to find the right middleman to get your foot in the door. This is where design can help you.
A consumer will voluntarily want to find out more about you if they find you interesting. For that to happen, you’ll need a seat at their table first. If they think you’re worth their time, things will be much easier to sell from there.
Good Design Will Always Trigger a Reaction – Which Is Your Goal
Apart from getting noticed, your main goal is to get a positive reaction. Good design can help influence consumers’ choices and can create a desire for your product or service. It can also decrease any apprehensions your consumers may have about your product. (Is it safe? Can I afford it? Are there any side effects?) A design that represents a sense of consistency and quality in the brand can counter such apprehensions.
Good design will also have a clear message. It will effectively lead your consumer to what it is you want from them. Another benefit it can give is an ability to help shift opinions about other brands or products. They may have a change of heart if your brand seems like the better choice.
If you look at a lot of famous brands today, you might be surprised to see the initial studies of their logos and branding. Most of them have also modified their designs to complement the changes they have been through.
The more successful brands have logos, designs and color schemes that are recognizable in an instant. Golden arches, a checkmark, and multicolored letters – these visuals are familiar worldwide across demographics. At a glance, people know who they are and what they’re about.
Investing in better designs is always beneficial to your business. It pays to be recognized, and you’ll know you’re famous if one day they wear your brand as a Halloween costume or print it on a T-shirt. In fact, that’s free marketing for your business. Imagine people walking around displaying your logo for free – now, wouldn’t that be a dream?
