Think about the top 3-5 brands in your field. Regardless of what you sell, odds are that the most competitive, wide-reaching brands have a single thing in common: great design. In tech, Apple revolutionized the personal computer business with the concept of sleek, stylish, user-friendly laptops. The iconic Coca-Cola logo is just one aspect of the beverage titan’s airtight brand that draws customers in. Newcomers who are making a splash, like Frogbox, which ended up on Forbes’ “Businesses to Watch in 2016” list, also have carefully curated and eye-catching brands.
Guess what you won’t see on top brands’ websites and marketing material? Mediocre stock photography, logos that were designed on someone’s home computer, or – even worse – giant blocks of text with no graphics to break them up. The bottom line is that investing in the visual aspect of your business might seem like “fluff,” but is in fact one of the most profitable changes you can make. . It’s not a new idea – IBM CEO Thomas Watson Jr. advocated for good design way back in the 1970s. But it is an idea that is gaining more and more traction in every industry. Here are the top 3 reasons that investing in design is worth it, even for small businesses:
- It’s the Only Chance You Get. With the advent of social media, shareable content and shopping on 3” screens, the visual impression that your company presents could just be the first and last thing a potential customer sees. Every aspect of your company should be presented in a way that is easily viewed across different platforms, web browsers, and devices. Although it’s easy to create a WordPress site on the cheap, it makes sense to pay a professional to comb through the final product and ensure that it’s compatible with as many mobile devices as possible. If you aren’t viewable on your audience on smart phones, you may as well be invisible.
- The 10-Second Rule. Remember when you were little, and you dropped something on the ground, if you picked it up in less than 10 seconds it was still ok to eat? That’s not too far off from the way Millenials think about, well, everything. You’ve got about 10 seconds to impress this upcoming generation, and like it or not, you can’t do that with words alone. Catchy graphics, sound bites, and short videos are key to selling your brand. If you can generate enough buzz with the visual aspect of your company, you might be able to entice your audience to read more.
- Return on Investment. Although there are thousands of freelance designers and college interns willing to compete at insanely low prices for your business, the bottom line is this: great design isn’t cheap. But it is the face of your company. Just as you wouldn’t take an important client meeting in your pajamas, you shouldn’t present yourself to the word with graphic work done by an amateur. It’s difficult to measure the value of design because it is so integral to every part of your company. It’s hard to separate that and assign it an individual value. But here’s a number to consider when you’re trying to decide how much of your budget to allocate to design: “Of the cumulative-funded VC-backed ventures that have raised more money since 2013, 20 percent have co-founders who are designers.” Read the full Design-In-Tech report here.
It’s a lot to take in at first glance – but it’s incredibly important to be aware of the impact that the visual side of your company has on the market. Great design is the only way to cut through the clutter, leave an impression, and eventually close the sale. Regardless of whether you are in healthcare or retail, your brand should live up to its potential with beautiful graphic design. It’s the first way that you can convey a serious and professional message to your clientele. If you need help getting started, contact PilmerPR for a free design consultation.Share