The Importance of Good Design
“Design should be used as a way of consciously influencing consumer behaviour”.
Good design helps connect people to your brand, by telling a story in a way that creates a positive aesthetic impression, which in our field is important for all contexts of visual design – graphic design for screen, print and interaction (functionality).
And there’s a lot of noise to compete with now through the many channels to which we are exposed, especially when you think about how quickly we scroll through everything. So you want to ensure that the designs and visuals you’re using really capture attention and most importantly MAKE SENSE.
Basically this means if you are going to be investing in any kind of marketing strategy, you must consider the importance of design and where it sits within your overall strategy. This applies to any kind of design project, whether for a new website, collateral, or rebrand (or quick brand refresh), and whether you’re doing this yourself or through a third party. Here are some of the things worth thinking about:
–Colour plays a vital role in visual communications and is the very first thing a consumer notices. Colours evoke meaning and feelings, so the palette you choose should be carefully researched and selected.
–‘Less is more’. Clever, well-thought-out design is about getting a message across using the least amount of ‘design’, whilst still being aesthetically pleasing. Applying simplicity and minimalism means only the essential information is presented, and therefore we as viewers are not then forced to spend time trying to find the most important elements on a page or screen amongst a mess of unnecessary frills.
–Image selection. People remember 20% of what they read and 80% of what they see, so visual content is crucial. Knowing what images and graphics to use (and where) is the key so spend some time thinking about how to best tackle this within your marketing strategy. There are some really cost-effective ways to source stock images and graphics these days if you know what to look for.
–Eco design. Do you know how your designs and design processes are impacting the environment? Talk to your graphic designer from the outset to let them know this is important to you so that they can incorporate this into their plans. This can be something as small as deciding to print on A5 rather than A4 to save on paper (if it works for your job), and making sure you have the option of choosing certified recycled paper and vegetable-based inks for printing. For help with finding environmentally friendly print products and services you can visit this site, which is part of the Australian Green Business Directory.
If you would like to learn more about visual marketing and how to get the most out of your overall design solutions contact us today!