Are you having trouble getting noticed by the right customers? Tired of spending your marketing dollars on materials that don’t bring you business?
The solution may be simpler than you think.
How good design helps you improve visibility and loyalty to your brand.
Your product or service is the starring attraction of your business, so after spending countless hours perfecting it, you’d like customers to find out about it, right?
Unless you’ve already reached ‘household name‘ status, you probably need to improve visibility to reach the sort of sales you’d like. This is where the marriage of good design and visual memory come in.
Let’s begin by talking about how it functions and what it can do for you.
What good design does:
- Grabs your readers’ attention
- Conveys the value of your product
- Directs the viewer to key points
- Assists in the assimilation of information
Studies have proven that visual memory is quicker, more receptive + more dominant than auditory memory. It also far exceeds the brain’s capacity to remember text. (If you’re the inquisitive type, here’s a fascinating study “Neural Correlates of the Episodic Encoding of Pictures and Words”.)
The premise of visual memory is really very simple and we’ve heard it a million times..
A Picture is Worth a Thousand Words
So, how do we capitalize on it?
Keep it simple.
Have you ever read a restaurant review with no photographs? or worse, food slopped onto a plate in a displeasing way? How about a mailer so crammed full of ‘Deals of the Week‘, banners and colors that your brain went into immediate overload?
You get the picture… “file this.”
In contrast, think about a children’s picture book, especially ones with pop-ups or texture. They’re short, interactive, and to the point.
Before you start rolling your eyes, I’m not suggesting your customers have the mentality of a 2-year-old, just that humans are visual, and we don’t want to have to process inordinate amounts of data to get interested in your product.
Balance your message.
The right balance of technical information with a good amount of eye candy helps your readers comprehend your message quickly and completely, which is where they need to be in order to decide how to act upon the information.
Give them some space.
What your reader doesn’t see is often equally important. The eye needs a rest from all that visually appealing, technically rich content. Text must be brief, easy to read and well-balanced with imagery, color, and white space.
Let it linger.
On the flip side, awful design gets used as kindling on a chilly night, or worse, puts potential customers off completely. Too much information, too many choices or lack of confidence are sales killers.
Consistent, visually-pleasing design creates a sense of familiarity, trust & confidence, and this is, of course, By Design. Combined with dynamic, relevant copy and backed by excellent customer service, your product will stay longer in the hearts and minds of your audience.
Improve upon the visual design of your marketing and it will end up paying for itself.
Have questions about how to improve visibility for your small business? Shoot me an email!