Why does design matter in business?
BY ISABELLA CIANO
As a new business owner, graphic design is probably the last thing on your mind. But, I’m here to make the case that the way your brand looks visually is arguably one of the most important parts of your business. And it’s not as arbitrary as you might think.
So let’s start with this: why does design matter?
According to an article published on the MIT Sloan Management Review, “sight is our strongest sense: 90% of the information transmitted to the brain is visual.” 1
An article on Social Media Today states that “photos, videos or infographics grab user attention much faster and more effectively than text”. 2
AND studies suggest that “people make a subconscious judgement about a product within 90 seconds of initially viewing it.” 3
That means you only have a very short window to make the best first impression on your audience.
So now that you know visuals are a must, how do you as a business owner use design to successfully communicate how you solve your clients problems?
Because, not all design is created equal.
Sure, you can cobble something together with pretty colors and fonts, but what meaning do they hold to your business? How do they relate back to your larger brand strategy? In those first 90 seconds, are your visuals sending the right message?
Designing for your business should be strategic and intentional. Nothing should be chosen arbitrarily or without information to back it up.
Your visual brand identity is the visuals you use to represent your brand. For example, they are your logo, the colors you use, fonts, layout (how you arrange information on a page), graphic elements (like patterns or textures) and imagery.
When your visual brand identity is designed with intention, not only does it give a great first impression to your audience, it also:
Allows you to connect with your ideal audience.
When your visuals match with who you are as a brand, others will resonate with that and be more inclined to work with you.
It creates consistency in your visuals across platforms
It makes it easy for design to be consistent across your social channels, website, marketing and more.
It allows people to recognize your brand
When you are consistent with your visuals, your audience will easily recognize your content and look forward to it.
It builds trust with your audience
Again, the more you are able to be consistent with intentionally designed visuals, the more trust your audience will have that you are the person they need to solve their problems.
Now that you have a better understanding of the importance of design, take a few minutes to think about how a well designed brand identity could impact your business for the better!
Are you interested in learning how to create more strategic visuals for your brand? My new free resource, “How to Build an Intentional Brand Identity” is dropping this month. This worksheet and video tutorial will walk you through the exact steps to begin designing a thoughtful brand identity. Sign up for my email list to be the first to access it!
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