Design determines the first impression of an acquaintance with a brand. Great design effectively instills brand passion.
When consumers look at, use, and share well-designed products, it leads to happy associations with the product or brand.
Designs give products meaning and purpose. Design becomes an integral part of the narrative of a brand. For a compelling brand identity, good design is essential.
Great design is not confined to what looks good. Great design strips away clutter, making products intuitive for consumers. It focuses on the usefulness of a product while not including anything that could detract from it.
The benefits of having a unique design are given below.
Elevating a Product
If a shopper is holding a product in their hands, the packaging will be more impactful than how the product smells or feels. Visuals can sometimes dominate thinking. A good design makes people want to engage more with whatever the design is attached to.
For instance, British researchers have analyzed how different design factors influence trust in online health sites. Visual appeal had the biggest influence on people’s first impressions of a site. Poor interface design leads to mistrust.
Focus on Brand Value
One size doesn’t fit all. One approach to branding doesn’t work either. Consumers are of different types, as they can be consumers of luxury products, or they can be value-conscious, service-oriented, or convenience-driven.
To be able to consistently communicate brand values to different types of consumers, and to continue to highlight its values, a brand has to possess innovative design.
For instance, Peet’s coffee changed their design to create one which works for their target market audience.
The color choices in the décor also expressed the fact that they are down to earth and want to portray a calm and familiar atmosphere.
They created this atmosphere with various shades of inviting brown in their stores.
Raise the Visibility of Products
Having compelling design is one of the best ways to differentiate a brand from a crowd. Marketing is absolutely everywhere.
The demands for attention are constant.
With social media gaining popularity like never before, photos and videos are the most shared items on every platform.
Both photos and videos rely heavily on design to be engaging. An enticing design can lead to a CTA. For instance, Vimeo added their value proposition in their button, and mentioned it in a fun and light-hearted way in their ad copy.
Different colors evoke different emotions, hence colors play an important role in conversions. According to a recent study, color has the ability to attract specific types of consumers and influence their purchase decisions.
Correct positioning of logos and certain types of fonts can also create a sense of urgency.
It is also wise to choose visuals to showcase the benefits of a product or a service.