Successful business owners know this well. According to Adobe, companies with a strong design outperform companies with a weak design by 219% on the S&P Index (a stock market index) over the span of 10 years. In fact, 48% of people surveyed by Tyton Media said that the website design of a business was their number one factor in determining the credibility of that business. Here are some reasons why you need to take design seriously:
1. Good design makes a strong first impression.
Good design is about using colors, shapes, textures, space, forms, images, and content in a harmonious, balanced way. Good design starts with a strong brand. A well-designed logo is an important part of a company’s brand. In the digital age, companies only have a matter of seconds before a customer makes up their mind. Those few seconds are crucial because they can make or break a sale – and design plays a huge role in the deciding factor. For example, it only takes people 10 seconds to form a first impression of a brand’s logo, but it takes 5-7 impressions for consumers to recognize the logo. Good design is a signal to customers that they should buy from you. This is true not only online, but also for physical products. Packaging design, for example, can alter the perception of your product.
2. Good design helps your business stand out.
If you thought you had no competition, think again. Every company, no matter the industry, faces a hefty amount of competition. Creating a successful product, service or website is all about getting eyeballs to it. Human beings have an attractiveness bias; we perceive beautiful things as being better, regardless of whether they actually are better. All else being equal, we prefer beautiful things, and we believe beautiful things function better. As in nature, function can follow form.
3. Good design builds customer relationships.
Since relationships are based on emotion, customers are often emotionally connected to a company. Good design makes it easier to create emotional connections. Good design is not only a reason why your customers become customers – it’s also why they stay.
4. Good design is the key to social media success.
Many of today’s marketing efforts are done on social media platforms. Whether it’s Facebook, Twitter, Instagram, Pinterest, or any other platform, social media is one of the best ways to connect to customers, go viral, and make a name for your company. But in the age of aesthetics, you won’t get far with your social media strategy with poor designs. Customers aren’t the only ones that agree good design helps companies on social media platforms. 60.8% of marketers said that in 2017, design was essential to their marketing strategies. And 93% agreed that it was very important. Without design, marketing messages boil down to plain text and this approach rarely catches people’s attention.
5. Good design makes you money.
We pointed out that good design is good business and hopefully, you’re beginning to understand why that’s true. Ultimately, good design increases your company’s value, boosts sales, and puts your business in a better financial situation. Through building trust, making strong first impressions, building customer relationships, and even executing successful campaigns, good design helps make your business more profitable. At the end of the day, the technology or the differentiating factor in your business can only take you so far. Take Facebook and MySpace as an example. Both platforms set out to do the same thing: connect people to one another. At one point, it was significantly more popular to have a MySpace account than it was to have a Facebook account. Today, a MySpace account is the equivalent of a flip phone. It’s Facebook’s clunky, uglier relative. Facebook’s sleeker, more intuitive design helped Facebook become the dominant social network in the U.S. Facebook is now valued at over $440 billion, while MySpace is valued at around $35 million. Let that sink in for a moment.
Even though your business is small today, a good design can help it be big tomorrow.