When we think of marketing strategies for our business, whether online or offline, we often overlook a key element: design. There are many types of design (graphic, product, web design …) and they all have something in common: their goal is to create a good user experience. Therefore, in this article we want to talk about the importance of design in business success. In other words, we want to focus on discovering to what extent the maxim that “Good design is a good business” is true and help you discover if you are playing your cards well when it comes to design:
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1). A good design is simple and works with your user: if your client does not understand your design, it is not a good design. It’s that simple It does not matter if we talk about a newspaper, a product or a web page, if the design is not easily understood by the user, it is that it does not work directly and the best thing you can do is change it. The story is full of ambitious designs that had to be removed for not empathizing with the client. Without going any further, Coca-Cola launched in 2011 a special edition of white cans for Christmas in the US. However, far from having the success that the company expected (which had been designed as an edition for collectors), the white cans generated an unprecedented controversy, exacerbated by the complaints of users on social networks. The reason? Color confused customers, who thought they were buying Coca-Cola Light (characteristic for its white-silver packaging). Those who did know that they bought the product in its original version found a different flavor, because the color of the can changed the user experience.
2). Simplicity does not have to be synonymous with simplicity : on the contrary, good designs are those that provide a simple solution to a complex problem. The minimalist design of Apple products, for example, hides complex and technologically advanced functionalities. Your own logo is an example of looking for simplicity to improve. The famous bitten apple reproduced only a few years ago a rainbow of colors. However, the brand decided to renew it, leaving it white, considering that it transmitted better the values of the signature (simplicity, elegance …). Therefore, a tip that is always valid when talking about design is: do not overdo it and look for ways to make it easy. The already known “Less is more”
3.) A good design does not have to be expensive : we tend to think that paying a little more we will get better results and that is not always the case. At least not as far as design is concerned. For example, if you are thinking about making flyers or other advertising elements for your company, do not make the mistake of staying with the most expensive version without consulting several options. Internet has democratized the design and now you can find specialized companies in which to get, for example, cheap flyers (or other advertising elements) without leaving home. Choose a design that you really like and that adapts to the needs and values that you want to transmit with your brand and do not opt for the most expensive just for the simple fact of being one.
4). The designer does not have to have his style : this is perhaps the most controversial statement of this article. Obviously, each professional has his way of working, his preferences and a certain touch that inevitably transcends his works. However, what we want to say is that the designer should not create a product based on its own style, but based on what the client wants to convey (to the needs of the client and the specificities of the product). Only then does the design work.
5.) Do not change if you are not sure of improving what you have: Sometimes we get bored of a certain image, especially if we have been with the same corporate identity or logo for many years. However, it is better not to change if we are not convinced of being able to improve what we already have. For example, one button: in 2010 the American fashion firm Gap (the second largest clothing manufacturer in the world) decided to change its logo, which it had been using for more than 20 years. He did it without warning and one day, immediately, consumers found on Gap’s website the new brand image (which had little to do with the previous one). In a few minutes, the company’s social networks collapsed from customer complaints and criticisms of the new logo stopped happening on Facebook, Twitter and blogs of all kinds. Designers, Advertisers and marketing experts also joined the controversy and gave their opinion. Finally, a week after the change, Gap backed down and decided to return to its original logo by leaving a message on social networks saying that they had heard the message from their consumers.