What type of business do you have? What kind of service or product do you sell? Do you want to inject your own personality into your brand, or let the services you offer speak for themselves? No matter your approach, graphic design is a key factor in determining how your business is perceived and understood by visitors to your page.
According to Adobe, “With only 15 minutes to consume content, 66% would prefer to view something beautifully designed vs. simple and plain.”
This is a powerful statistic. Many times, we don’t see or appreciate the good design in something. In fact the mark of good design – a webpage, flyer, or logo – is that it doesn’t get in the way of your product or service. It’s not obvious. Rather it enhances your image and accentuates your brand through recognition, professionalism, and consistency.
You may be the best at what you do, and your product might be great too. Without good graphic design or overall aesthetic, the potential client won’t get far enough into your website to be able to appreciate your talents. The next listing under yours on Google may have a lower quality service or inferior product. However, if the graphic design is superior, the consumer will be more likely to stick around. Think about it – aren’t you guilty of that? We all are.
It is important to determine the role you want graphic design to play in your overall brand. If your product or service is in the creative realm, for example, your look needs to walk the talk as well. Or maybe you own a law firm and want to demonstrate your professionalism. This all can be achieved through your design approach. To most, your website is people’s first impression of you. Make it a good one!
The quality and consistency of the graphic design that represents your company is like a security blanket to the potential customer. Knowing that effort was put into an overall image or brand makes them feel like they will be taken care of with equal thoughtfulness. Consistent, recognizable visual content evokes trust in the consumer.
Mobile optimization for your website is an absolute must. In today’s age, more people look for a product or service on their phones rather than on desktop computers. According to comScore, smartphone internet consumption grew by 78% between December 2013 and December 2015. If you have a business like an auto body shop for example, people may need to find you while out and about (or in a particularly stressful situation). A website obviously optimized for mobile use is immediately accessible, and likely to increase the length of the visit.
Consistency is Key
Your overall look or aesthetic is what distinguishes you from everyone else. It is important to make sure that your look is consistent across all platforms of your visual content. If someone checks out your website and then receives a flyer for your company in the mail, they are likely to be confused if it’s the same company name but two completely different looks. Be consistent with color schemes, logos, fonts, and even in how the information is presented.
Additionally, the more you tailor and hone your own image to what you are offering, the more people will start identifying you based on your design. We see logos all the time, but there are a select few forever burned into our minds. This is a testament to the memorable impact of the graphic design combined with the frequency in which we see it.
You Only Get One First Impression
Good graphic design can mean the difference between a good impression and a wasted effort. Having a clear idea of what you want your look to be will help your audience(s) understand what you offer them and keep you top of mind.
Consider that your personality should only dictate your design approach to a certain degree. Another important factor is the type or nature of your product or service. Say you are looking for a pediatrician for your child. One website you visit is full of color and warmth. The second site is filled with the exact same useful information, but presented in a less interesting way. Maybe there’s nothing that differentiates the practice from that of an adult doctor. Which practice are you going to choose? Conversely, if you are trying to legitimize yourself and increase your professionalism, a more understated design might be the way to go.
The Invisible Hand of Graphic Design
Jared Spool, writer, educator, and founder of User Interface Engineering famously said: “Good design, when it’s done well, becomes invisible.”
Many times, the most effective design is invisible to our very eyes. The design is the springboard in which the information is relayed to you. It doesn’t get in the way of what you are selling, but rather enhances your brand through recognition and legitimacy; even if it’s on a subconscious level. Your site, flyers, or anything else representing your brand should be simple and readable-all while being distinctly “you”.
Customers can smell inauthenticity. If you have a mediocre product or service but rely on flashy tricks and techniques you may be successful for a while. But it will soon catch up with you. Good design can enhance your brand, but it should never come at the expense of ease of use or poor readability.
At Slice Works, we take your brand very seriously. Take a look at our blog all about our Campaign Development Process, which helps address the questions you need to ask yourself when building your brand.