Design as Business Strategy: Selling Your Looks
What most people understand about design is that it is the art of making the product “looks good” or “looks pretty”. However, it is actually more than that.
Designing is a very delicate process in which it can lead to various outcomes and thus, it is often marked as one of the most important factors that can either make or break a business.
According to Apple co-founder and visionary entrepreneur, Steve Jobs,
The design is not just what it looks like and feels like. The design is how it works
Software design represents the creativity and idealistic flow of the system. In short, product design is all about creating a lasting attraction between the products and the consumers.
Good design makes a strong first impression
If a company manage to come up with a distinctive, practical, graphic, simple yet appropriate logo, it will help distinguish the brand from its competitors. Since a logo is often a company’s first impression, it can impact a customer’s brand perception, purchase decisions and overall attitude toward a product.
Let’s take Apple, for instance. Despite its simple design, it has garnered loyal followers from all around the world. Its image, purpose and meaning are reflected elegantly in the logo design.
If you look at the Vialing website, for example, you’ll see that we leverage this in many ways.
- Clear navigation
- Digestible message
- Visually pleasing images
Clear navigation is the key to a well-received website. It presented the viewers with a clear path for them to navigate from one page to another. Furthermore, the neatly arranged social media icons allow the readers to reach and follow the brand for future updates easily.
Call-to-action (CTA) is just like a navigation menu, but it can help a brand generate leads by drawing the attention of the viewers towards the important content of the website. A carefully designed CTA is a great way to persuade your website visitors to take some action, instead of getting lost in between lines.
You are probably wondering, what do we mean by ‘digestible message’? Digestible content refers to the content of the website that presents a clear objective and messages to the viewers. It is often presented in a way that can easily be understood through the use of clear headlines, bullet points, and small text supporting the content. Make it short and simple.
Everyone loves a good website and often, the images presented on the website are what attract people to stay and keep scrolling. Choose images that are visually pleasing yet closely related to your content. It works like a charm! Besides making the website looks good, high-quality images also support the weight of the content.
Good design helps the business stand out
But, what makes your business stand out from the competition?
Does your business have a good design that can attract customer? Is your product user-friendly? How you tackle these questions will determine the value of your brand in the consumers’ eye.
The figure above shows a sample of a system design that is not very user-friendly in terms of the texture, colour, icon and forms. It does not inherit the modern system design as most web application available on the Internet nowadays and more focuses on the content of the system.
From a consumer point of view, the page does not convince the viewers to commit as there is no emotion attached to the design, it is rigid in nature.
Though many may not agree, system design is the first thing that the consumers see when they browse through a brand’s product/website.
Good design attracts attention
Make a good first impression! According to research, 80% of the information our brain receives comes from our sights. Therefore, the look and feel of your product design can be almost as important as the quality of the product itself.
The above image is an example of a good design that attracts attention. The image, colour and texture fit perfectly with the image the brand is trying to portray. They keep it clean, simple and straight to the point with an eye-catching graphic.
Remember, avoid using excessive graphics and colours as an overload of everything will make it even more complicated for consumers to apprehend the concept and the message.
Good design builds customer relationship
Strong, user-friendly design can make a difference in the successes of customer-brand relationships. If a design is trust-focused, the consumers will feel happy and comfortable when using it.
Vialing’s website was built based on this principle. It gives a happy and warm feeling to the visitors of the site. The chosen image is professionally chosen to amplify the description on the right side of the image.
Good design is the key to social media success
This is where a good design strategy comes in handy. A carefully tailored post is often most popular than posting marketing messages in plain text, especially in social media marketing.
Let’s (again) take a look at Vialing site. We chose to explain our features in the simplest form as possible, minimizing the time taken for our viewers to grasp the messages we are trying to send across.
Without design, marketing messages boil down to plain text and this approach rarely catches people’s attention.
Good design makes you money
Good design attracts consumers, boosts sale, increases your company’s value and helps you achieve your business goals.
A good design is effective and efficient in delivering its purpose to the intended audience. It should not, however, stands as a substitute for the product’s ability to perform as per users’ expectation.
Design is a way of life, a point of view. It involves the whole complex of visual communications: talent, creative ability, manual skill, and technical knowledge. Aesthetics and economics, technology and psychology are intrinsically related to the process.
– Paul Rand