The Importance of Design in Marketing

Humans are visual creatures.

Maximizing your business’ visibility has become a whole new ballgame these days. In an era of digitalization, it is clear that one thing can make or break your company, which is design.

Let me explain how design can improve your marketing campaign efforts and brand recognition.

Setting the foundation for what’s to come

Although logos are only one part of branding design, their importance cannot be understated. In addition to building a bridge between the brand and its audience, they are an essential part of brand identity.

A logo makes your brand easy to identify, recall, and distinguish from its competitors. When thoughtfully developed, a logo can evoke an emotional response in a consumer.

Furthermore, it reveals that the company values quality, thereby indicating that it prides itself on customer service and product worth.

The Spartan Golf Club logo is an example of a simple yet sharp design. At first glance, it seems the logo only depicts a golfer swinging his club, with the trajectory of his swing shown beside him.

However, if you look slightly closer, you will see the profile of a Spartan in the golfer’s helmet.

The decrease in attention span

The rise of social media platforms such as Tiktok, where creators mostly post short-form videos, is altering generations’ attention spans, and not for the better.

A Microsoft study found that the human attention span has decreased to eight seconds, a reduction of nearly 25% in just a few years. In perspective, a goldfish has a 9-second attention span.

As a result, marketing professionals only have a few seconds to capture and maintain the attention of potential clients.

You have probably heard of the principle “Show, don’t tell.” In marketing, this principle especially holds.

A visual presentation of the benefits and application of a product is more appealing to consumers than a lengthy paragraph.

Expectations

Today’s consumers have access to the most effective marketing strategies and visually engaging content.

As a result, the content clients have indulged in is of top-notch quality. In other words, you cannot rely on stock images and Calibri fonts to impress the public anymore, and as a business owner, it is crucial to meet your consumers’ expectations to generate sales.

Of course, that doesn’t mean going over the top with stellar graphic content and hyper realistic animations.

All you need is a clear, contemporary message and an appealing design. An eye-catching design, however, does not need to take hours to create; abstract shapes, 3D elements, or even bold text would suffice as a standout element.

You only get one chance to make a first impression

You may have been told at some point in your life that looks don’t matter, but in the business world, they play a crucial role.

First impressions stick. The same holds for your website and Instagram or Facebook profile. If they look exactly like those of your competitors, potential customers are less likely to subscribe to your content, much less purchase your products.

In today’s digital world, having an edge over your competitors is fundamental.

Hence, quality designs are essential to marketing campaign efforts. An outdated website, poor branding, and a poor user experience can turn away potential customers in the same way that a run-down storefront would.

Humans are visual creatures

Our eyes, more than any other sense, provide us with the greatest insight into the world, hence the cliché, “Seeing is believing.”

A study conducted by Dr. Richard Felder in the 1980s found that 65% of humans are visual learners.

It’s not surprising considering how fast the human brain processes images compared to text—60,000 times faster, according to a study conducted at the University of Minnesota.

With the use of images and colors in your marketing strategy, you can make your brand memorable, thereby leading clients to associate certain imagery or tones with your brand.

The importance of an appropriate colour palette and the power of tones in marketing.

When it comes to marketing, colour is vital to helping buyers identify brands and products. Despite this, there are several discussions regarding colour palettes and branding.

Some academic studies suggest that owners shouldn’t follow stereotypical colour associations but rather choose colours that reflect their brand’s personality.

Even so, certain tones convey certain characteristics (e.g., brown often symbolizes toughness). An art-related business, therefore, would not select brown as its primary color palette, but rather light and vibrant shades.

Colors can influence or persuade target audiences to feel a particular way about a brand image or a product.

The human brain is programmed to respond to color. When a red light appears, drivers are prompted to stop, while a green light signifies they can continue driving.

By selecting the appropriate colours, advertisers can attract customers and motivate them to make a purchase.

In some parts of the world, especially in Europe, McDonald’s iconic red and gold branding has been replaced with a colour scheme that incorporates natural colours like green. What’s the reason, you might be asking yourself?

Childhood obesity is a growing problem in Europe. By changing its design, the company hopes to promote the message that it is a healthier alternative to other fast-food outlets.

The days of consumers simply accepting your word for a worthwhile product or service are long gone. Consumer expectations and the competitive environment make it crucial for you to integrate design into your marketing campaign.

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