How Design and Marketing Go Hand in Hand
Good marketing is all about impact — a powerful message and a sensory blend to catching your audience’s eyes, ears and attention. It all needs to come together with a vibrant, pleasing display. Aesthetics factor massively into an ad’s overall package; a well-built design is easily as striking as strong wording, or imaginative concepts. Visual images fill space between the words and sounds, mixing tones to create a notice-grabbing, emotional backdrop.
Design doesn’t just contribute to great marketing; put simply, design is marketing. The relationship between companies and consumers that are new to a brand begins with imagery. As such, that initial visual punch imprints in customer minds, giving them a ‘feel for what you stand for and creating an opening for further messaging. Do you want your brand to equal all things raw, free, and unhindered? Cute and novel? Or maybe you’re for sleek, sexy, class. Whatever your brand message, it will inevitably be born and fed by visual presentation. That’s why marketers benefit from understanding not only the value of visuals, but the reasons for that value, which I’ve laid out below.
Design opens a dialogue
Conversations don’t just spring to life on their own accord; they are sparked by feel and resonance. Visual representation hits home that first impression, and crisp, clean design opens the space to get people talking.
Design fuels conversion rates
The role of visuals in marketing isn’t just to attract. Sharp design presents two clear options for potential customers: to fill a need or to enhance their lives. The tactful combinations of colors, shapes and sizes can impress on customers whatever set of emotions you want to identify with your product. And of course when your products resonate with your demographic, this will naturally boost your bottom line.
Design highlights engaging topics
Design is useful for fueling engagement on a specific, targeted level as well. For instance, a charitable group looking to boost funding might choose to depict vibrant, heartwarming images of real benefits which resulted from their efforts. By implementing design which wraps messaging in the context of its intended effect (such as demonstrating credibility, or highlighting past successes), marketers succeed in getting potential consumers to focus on product strengths and multiplying any ad’s innate draw.
Originally published at stuartross.org.