Design plays a major role in the success or failure of your marketing efforts—and I’m not talking about simple color schemes. Design incorporates the aesthetics of your website, logo, social media pages and blogs. It’s what draws people in and keeps them there. The design of your campaign can increase accessibility, set your business apart from the crowd, and even increase recognizability throughout your brand. People decide almost instantly whether your brand can be trusted based purely on design. With only one chance to make a first impression, be sure you’re making the right one.
Setting Your Brand Apart
The average person is exposed to as many as 5,000 advertisements every single day. Most people just stop paying attention, meaning all that marketing blurs into the background. Your business is unique and special. Your goal is to prove that you’re the best out there. That’s a hard thing to do when your brand looks and sounds like everyone else’s. Smart design will increase your visibility. Something like adding colored visuals has been shown to increase peoples’ willingness to read content by 80%, according to a study by Xerox. They also found that a colorful design increases memorability of content by 39%. This doesn’t mean you should splash color across your marketing though, it’s referring to the studied application of a professional color scheme. It’s all about catching the consumer’s eye in the right way.
Building Consistency Within Your Brand
Small business owners often underestimate the importance of maintaining consistency within their brand. If you can have something recognizable in your field, like Nike’s swoosh or Apple’s bitten apple, then your products will market themselves. Developing a color scheme, layout, logo, or slogan that your company holds as a badge is a wonderful way to build recognizable marketing. This is a tricky thing to do without a professional team behind you though. Following a flawed design plan that you have to change dramatically a few years down the road can cost you time and money. Not every business is able to throw money at their marketing budget. Luckily for small businesses, there are small design shops out there with experience, availability, and low overheads. In the internet-connected world, a not-so-large design budget can go mighty far.
Getting The Message Across
Design is also integral to spreading your message. People heavily rely on design to determine the trustworthiness of a brand. According to research on web credibility from Stanford’s Persuasive Technology Lab, 75% of users made judgments about a company’s credibility based purely on design factors. In order to reach your customer base with the correct message, your design has to reflect your credibility. The design of your website, campaigns, and advertisements should send a message just as much as the content behind it does. If you’re a small business owner and red flags are going off in your head, don’t worry. Rebranding is entirely an option. In 2007, Walmart changed up their slogan from “Always Low Prices” to the memorable “Save Money. Live Better.” Their advertising switched from the promotion of being the cheapest of the cheap to improving the lives of its customers with its prices. More importantly, this was reflected in the design of their marketing, with the change to a lighter colored font and the addition of the bright and positive yellow star they are now known for. Their design choices played a key part in Walmart becoming the world’s largest public corporation by revenue three years after their rebrand. It’s never too late to switch it up.
In order to run successful marketing campaigns you’re going to have to get your design on point. Standing apart and being memorable to consumers is how you can make your company’s marketing a success. Advertising campaigns should be memorable for the right reasons. When it comes to how the world sees your brand, flawless design goes hand in hand with good consumer perception. With Duo’s one-stop-shop nature for anything design and marketing, experience, and low overheads, we’ve positioned ourselves to be of service to any small business that’s starting out, or those who may be reconsidering their design needs.