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Judging a Company By Its Cover
The Importance of Good Design
to Your Business |
A common adage in marketing is “content is king.” While this may be true, especially when it comes to online marketing and web optimization, other creative components are equally as important to impressing prospects and clinching new customers. Not far from the top of the list—design. If content is king, consider design its queen.
Design is definitely at the forefront of your ability to connect to a customer or prospect. If you can successfully grab their attention through quality design and visual imagery—on your website, identity, branding, email communications, etc.—that might be the step that leads them to reading the corresponding content and possibly converting.
Good design, along with quality content and delivery, can make or break your business reputation by adding perceived legitimacy and stability. Design can even help your business appear larger and more established than it actually is, which gives your customers confidence in your business.
Of course, we can’t talk about good design without mentioning websites. Think of your website as the online representation of your company. You don’t want a poorly designed website to serve as a deterrent to your target audience. Prospects will see your website as a reflection of the type of service or product you would provide to them. More often than not, it’s the first point of contact a prospect will have with your company, and it may be the deciding factor in whether they want to delve deeper. In marketing, as in life, first impressions really do matter.
Understanding the importance of good design is one thing, but achieving it is another. Let’s take a look at some of the key elements that go into good design:
- Consistency.
All marketing materials should have consistent design elements incorporated throughout to tie them all together. While these elements don’t have to mirror each other exactly, they should be consistent enough to help your company avoid a “design identity crisis.”
- Compatibility.
Design should support your core values, products, services and vision. It should be specific yet far-reaching enough to accommodate your company’s brand for future growth and development.
- Authenticity.
Choose colors, design, layout, etc. that accurately reflect your company and its corporate culture. Staying true to your company and its people builds trust with clients and prospects.
Like it or not, clients and prospects will judge your company by its use—or lack—of good design. Make sure your cover is just as compelling as your content to leave them with the best possible first impression.
If you’re not an expert in design, consider investing in people who are. Remember: When it comes to first impressions and hooking prospects, the impact of good design is priceless.
Take a look at how we implement good design practices to help our clients boost their revenue and grow their companies.
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