design brand

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.

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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.

Driving Conversions

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.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.