Sure, there is truth to the old adage that content is king. But design certainly makes a strong case for a place beside content on the throne. Let us tell you why design matters:
Design has an important role to play in building a brand’s reputation and credibility with consumers. You only get one chance to make a first impression. When people visit your website, most won’t go through a fact-finding expedition to figure out your Series A numbers, who your investors are, and what your story is just to decide if your company can be trusted. Initial trust is a gut-feeling. The easiest way to put your company on that path is via well-executed visual design that shows you put some effort, and money, into delivering a first-rate and satisfying experience to your customers. They will notice. Ignore design and you risk creating distrust of your business from day one, and driving up that bounce rate.
There’s no such thing as a ‘neutral’ brand experience. This little word is kicked around a lot and its meaning is often confused. Your company’s ‘brand’ is how other people feel about your company. Put another way, it’s what your customers say about you, not what you say to them. You might even call it your company’s personality. For example, what do you think about Facebook? That’s their brand. If Facebook has done a good job, what you think will match up with what they want you to think, also known as their “brand values.” Every interaction between your company and your customer affects your brand in a positive or negative way. Well-executed visual communication can go a long way to providing the right takeaways.
Design is one of the only ways you can connect with your customers emotionally. Design allows you to deliver visceral experiences that can affect people. Recent advances in neuroscience, specifically using Functional Magnetic Resonance Imaging (FMRI), have shown that people tend to act on emotion, then back it up with reasoning later (if at all). This revelation has spawned a whole new marketing movement, known as emotional branding. The vehicle is pure design. Continue reading