The Impact of Design on your Business Growth

Full-Funnel Marketing

In today’s marketing climate, businesses need stronger design capabilities than ever before. Some of the world’s most successful products have been created with careful attention to their design, establishing the fact that there is a commercial benefit to producing things that are aesthetically pleasing and easy to use — The same goes for the communication you produce! Did you know, according to the Social Science Research Network, 65% of people are visual learners? This would mean that more than half of the people who stumble upon your brand are getting the majority of their understanding of you through the visual aids you provide. The right design actions have proven to grow revenues and shareholder returns at nearly twice the rate of one’s industry peers.

People have a short attention span, and first impressions are important. You and I might not like it, but they do judge a book by its cover! Three studies conclude that it only takes a user 50 milliseconds to form an opinion about a website. According to similar testing conducted by Google, it took people as little as 17 to 50 milliseconds to form an opinion and decide whether they want to stay or leave. First impressions of a website are 94% design-related. If you are a growing business or a start-up, investing in a user-friendly, simple, frictionless and visually appealing web design is more important than ever. Similarly, your digital product should prioritize user experience over all else. You can save up to 42% of your traffic by hiring a highly skilled product or UX designer or design service to optimize and design your website or product. A bad design could put off your audience. A designer takes into account who you are, your company's objective, and your target audience, and is armored with the needed skills to effectively communicate your message through striking, memorable images.

Advertisements, interfaces, data displays, websites, packaging, and even the physical product itself are all examples of good design. All of these elements are intertwined and work together to make your information easy to engage with. As put in words by Paul Rand, an American art director and graphic designer, best known for his corporate logo designs, including the logos for IBM, Morningstar, Inc., ABC to name a few, “Design is the silent ambassador of your brand.” According to AIGA, “When brands have communicated a given message for some time, their audiences start storing that information in their long-term memory.” The branding decisions you may take, from your logo to your color palette, have a significant impact on the memorableness of your company. Great design that’s unique and compelling, will help your brand image become recognised.

An industry-spanning report by InVision, after surveying thousands of companies to explore the relationship between design practices and business performance, highlights that those with a high level of design maturity are more likely to experience cost savings, revenue increase, and market position improvements. The definition of design maturity sees design as a more strategic operation across multiple functions within an organization than just being a visual-based discipline. To see positive outcomes concerning product, position, and profit, it is necessary to assimilate design thinking into one’s overall system, to let it become the core of your business strategy. And to effectively motivate your audience to buy your product or service, you have to know what they want. As Simon Sinek well- said, “People don't buy what you do; they buy why you do it..." Through your design, conceptualize and construct a meaningful narrative. Every design should contain some important brand elements or values — Your design voice should bring out the essence of the brand.

Full-Funnel Marketing


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