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.

See also  Cultural Diversity in Customer Service

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.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.