Many people today invest in good design for the same reason: They want their company or product to be identifiable, credible and manageable to their employees, customers, competitors and peers.
Good design has become a real differentiator. Thanks to a myriad of factors (price, technology and lower manufacturing costs), we’re living in a more commoditized marketplace making aesthetic appeal, “the look and feel,” an even more important means of differentiation. So much so that companies are now taking aesthetics to a whole new level. Consider how companies like Apple or Sony have successfully merchandised design to the masses.
Here’s how good design can impact your brand and your business:
Good design helps shape experience. Aesthetic appeal is an integral part of a customer’s experience of a company or product and plays a key role in building brand image. The “quality” of experience that your audience has with your company is the most influencing factor in shaping their attitude towards it.
Good design helps establish trust. Professional design helps to establish a company as trustworthy. According to a 2008 report by Nielson/NetRatings, 77% of respondents reported they were more likely to make a purchase from an unfamiliar business with a “quality” brand when compared to a poor looking brand. Consumers are often wary of businesses that “look” unprofessional.
Good design stands out from the competition. Pick up any magazine and thumb through it. You’ll find that bad looking brands far outweigh the good. Or drive down the street and look at all the signs. If your business invests in quality design, you will stand out from your competitors. As business management guru, Tom Peters once said, “In a world loaded with stuff that looks like all the other stuff and performs like all the other stuff, design is a way to stand out.”
Good design helps improve stickiness. It costs far more to get a customer than to keep one. Good design affects loyalty, trial and word-of-mouth. When your customers become your sales people, you get far more sales than you would without their recommendations.
Make good design a true differentiator and you’ll be rewarded with the advantage over your competitors.
If you would like to gain the competitive edge and discuss how quality design can have a positive effect on your business, contact Perth based Creative Orange for a FREE consultation on 0845 388 9169 or email: info@creativeorange.co.uk