Seems a little hoax-y and even woo woo to think design could get you business but hey, the data is real on how good design can create ROI (Return on Investment). Adobe has reported 59% of people will choose to do business with a company over another based on good design. They even have paid more for a product or service, says the study.
People don’t always read what you write, but they do see what you share. The human brain processes images 60,000x faster than text, and 90% of info transmitted to the brain is VISUAL. We, as humans, are visual by nature so as businesses we can and should use visuals to enhance helping our brands stand out. Great, strategic graphics are so important for businesses to utilize in their brand positioning. Use imagery to your advantage!
“When opening up a website, people tend to make a decision regarding an organization’s credibility in as little as 1/20 of a second – and that judgment of credibility is based on design. If it lacks focus, clarity and ease-of-use, it’s sure to deter potential customers.” Authors of Web Design for ROI
Good design that works is strategic. It engages the viewer to make them feel seen and has a way of showing your professionalism. Good design makes you look less like a hobbyist and more of a business. When done right, brand design (logos) can stand the test of time -- and the supporting graphics, colors and fonts that support the brand look can evolve to meet the needs of your audience as you grow and level up.
Bad design comes with consequences. We never know the final numbers of the people who didn’t reach out in an inquiry, or didn’t make it past your homepage. These people didn’t have a good first impression when you weren’t there to talk about how you can help them and for them to see your passion. Knowing how to create hierarchy in design can keep engagement (Millennials have 12 seconds, Gen Z has 8 secs).
Ways to get ROI on your marketing and branding:
Think like your clients, what do they want to see from you to reach out?
Determine how you want to be perceived and what you want to be known for (Remember your brand is what other people say it is. Is that formal, stuffy, or laid back and warm etc?)
Understand your market, where they shop, what brands they love and what styles catch their eye (Think beyond the big brands like Apple, Nike & Starbucks.)
Go beyond the aesthetics and use colors, fonts and imagery that speak on your behalf strategically (Be sure to checkout my color theory guide to check in on your colors.)
Use your colors, fonts, and imagery in repetition, and consistently across all of your client touch points. This subliminally sends a message of professionalism and detail. (It take 5-7 times for someone to see your brand consistently and build brand trust.)
Allow breathing room and blank space (In design terms, we call it white space.) for the eye to rest and to focus on the areas you want your clients to see. Less is more.
Don’t follow trends in design. Follow strategy and data!
Show your credibility by sharing logos of prominent companies that have hired you or you have been published in
Showing photos of the real people in your business creates brand trust instantly.
Showing videos attract people 3x more than plain text and 100% of people spend more time on pages with videos on them.
Questions I want you to ask yourself today: “How can I use design better to reach potential new clients?” and “What am I losing for now having better design in my visual brand and marketing?”
P.S. Planning on a brand refresh or updating your graphic design materials? Be sure to check out my services page, and see how I can help you level up your visuals for your next chapter.