Design can make or break a presentation, an advertising campaign, a website experience, a consulting pitch, anything. Yet, a lot of marketers, consultants, CEOs, and storytellers don’t take the time to invest in their design. The mistake a lot of people make starts with a shallow way of thinking about the purpose of design by assuming that design simply makes things pretty to attract people’s attention. While that is true, looking pretty is only one slice of the why-pie. When it comes to your audience, there’s a difference between attracting their attention and using a visually compelling design to create a message that resonates with them.
This is a trend we continue to see, so we decided to share our two cents on the topic. Here are a few reasons you should start leveraging thoughtful design in your messaging.
1. Design Creates A Perceived Value that Resonates
Any type of visual media intended to communicate an idea usually scares people into rushing or devaluing the importance of the visual part of the work, but a mature way to view design is seeing it as an opportunity to add perceived value that elevates the customer or audience’s experience. Design has a reflective quality about it. If you don’t look like you care, then why would your customer care?
Take this Visionary Pitch presentation slide example below, which slide feels more impactful, exciting, and compelling?
By connecting with your audience through design, you can leverage the impact you make with your story or message. The great thing about using visualization techniques is that it resourcefully creates these opportunities to strengthen your message when you think of your brand in its entirety in conjunction with your goal.
For example, the fashion industry has mastered the art of using visuals in brand identity to sell a $5 pair of jeans for $50.00. By using solid design that tells a story their audience can relate to, the customers create a connection with the jeans before even trying them on because they already believe in the product’s value!
To achieve the best results with your clients or your boss you have to understand that design is actually a tool based on a constructive empathy to help you sell an idea and adds creative power behind your message and value to your product.
2. Design Makes it Easy
One of the big questions design asks in terms of functionality asks is “How can we make this better within the defined parameters?” The goal of this question is to find ways to convince your audience to use the product or accept an idea.
For example, I had bought a toothbrush holder and rather ironically the toothbrush kept slipping out because the plate at the bottom didn’t have a high enough ridge to keep the end of the toothbrush in the holder. I returned to the store and bought a newer model of the toothbrush holder and guess what? It was more expensive, but as a consumer, I didn’t mind paying more for a better model because it took out the work of having to constantly pick up my toothbrush after it slipped into the sink. It solved my problem.
Start using design thinking by asking what role does design play in your day to day life and how does that help you? Maybe it’s the way your favorite coffee mug has a handle that contours perfectly to your hand. Sometimes the most subtle design features create the most delightful experiences.
When you use design to develop an easier way for your audience to take an action or read data, the more value you will add by giving them a quicker and more reliable understanding. Today’s busy, attention-deficient consumers love convenience and effortlessness. By using visual cues to take out the work out for your boss, your customers, your audience, you’ll increase your chances of conversions and simultaneously develop a dependable reputation that creates repeat customers or results in a promotion!
3. Consistent Design Creates Loyalty
Speaking of repeat customers, having a consistent style establishes trust between your audience and your message that’s easily recognizable and familiar. A lot of people miss the fact that design is part of your customer service in this way. Trust that your ideal customers or audience will be continually attracted to your message as long you are consistent about the visual experience.
No matter the industry of your business or department in your company, the element of design is a constant co-existing factor in any brand that will always be important to how your audience recognizes you over time and how they understand your message and share it with their peers.
The bottom line is that if you’re looking for a way to earn more money or respect and show that you genuinely care about the impact you have, then look at areas where you can add that value with design.