Design: Your Company’s First Impression
Micah Wilkes
Imagine you are a boss conducting a Skype interview for a competitive position. You have three candidates to interview, and you have heard equally good things about them. As you pull up the screen you initially see these three individuals across from you. What is your first impression?
Does one candidate seem unprepared? Another a bit outdated? Which candidate do you feel you would trust? You know that judging by clothing and appearance guarantees nothing — it doesn’t ensure an individual’s skills or abilities. However, you know the way these three chose to represent themselves is undoubtedly a reflection of their habits, their respect for your time and authority. No matter how well candidate number two claims he knows your young millennial market do you believe him? (they are his great grandkids after all)
Now imagine you are hungry and walking down the grocery isle. You are supposed to grab some meat for dinner for your wife and you see these two options. The prices are the same, so which do you choose? (Do you even know what the option on the right is?)
These two very common life events reinforce an important truth: design matters. Why? Because it is your company’s first impression and appearance. We live in a world where image, judgments and first impressions last with people and have power to motivate. Failing to give detail to design is like showing up to a board meeting to pitch your idea in your underpants. No matter how good your idea—it is hard to see past those whitey tights.
Design is the power to control your company’s image and how it is perceived in the consumers eye. Designer Dylan Shaffer said this:
“Design is one of the most powerful means of communication in today’s world. It subconsciously — or for some of us, consciously — affects many of the decisions we make throughout our lives.”
While many people are not consciously aware of design, studies have shown that design still impacts their consumer choices.
One of the most conclusive studies ever published on how design impacts profit is that of the Design Council in 2005 which examined the portfolios of 63 companies traded on the FTSE through a period of 10 years, between 1995–2004. The study culminated the evidence that the companies emphasizing design outperformed the FTSE 100 index by 200% during the span of the study.
So simply put. Good design=more money. When it comes down to a choice in people’s busy lives they will impulsively act on their first impressions. Sometimes that is all we have to act on and we trust what looks better.
Now that might seem somewhat vain, however when you are a company, making money is central to your purpose. Good desing will earn trust in your consumer that you know what you are doing, and they can trust your products.
Just like the three candidates for the job interview, products are under the consumer’s eye of scrutiny. Your design might come across outdated, or rushed and unprofessional.
Or it might just win out the job.
