First impressions matter. Will Rogers famously stated that “you never get a second chance to make a first impression” and first impressions play a significant role in someone’s perception of you. This is particularly true in business.
A strong first impression creates momentum and cements relationships. It is what forms a good reputation, and it has more significance than any perception that follows.
The first impression most consumers get of a brand? Their design, logo, or website. Many people mistakenly believe good design is nothing more than aesthetic choice. But actually design plays an integral role in building communication and trust between brand and consumer.
Here’s what you need to know about how design transforms how your brand is perceived.
What is "great design"?
First things first, before we talk about the importance of great design, we need to define it. A great design doesn’t just look good. Of course, it does need to look good! But it also needs to combine that aesthetic appeal with functionality, being easily recognised, and being aligned with brand values.
A great design doesn’t just look great, it has also been designed to resonate with the target audience.
How design influences trust and credibility
Professional, cohesive design can instil trust in customers. And trust is one of the most valuable elements any brand can invoke in their consumers or would-be consumers. Trust and loyalty are often linked, and customers who trust a brand are more likely to become loyal to that brand. With the outcome being that loyal customers are repeat customers, and repeat customers spend more money! It really is that simple.
Your design choices are the visual representation of your brand’s identity and values. The colours, styles, and imagery you use all say something (either overtly or subconsciously) about who your brand is.
The role of consistency in brand design
So how do you use your design to inspire this trust and loyalty? Consistency is key. It is critical that your design is consistent across all touchpoints (e.g. website, social media, print materials) so that your design is cohesive and there is no sharp leap between one kind of content and another.
Consistency is important because it reinforces brand identity and recognition. This is something that’s often easy to forget, especially if you have several people, or several teams, working independently on various aspects of your design.
One of the easiest ways to maintain consistency is to create a brand style guide. This is easy and affordable to create but gives a tangible source for designers to work from.
Actionable steps for businesses
Ready to elevate your design from good to great in order to transform your brand perception? Actionable top tips that you can try now include
- Auditing current designs for cohesiveness
- Hiring a professional designer or agency, such as CoreMorph
- Gathering feedback from your audience on your current visuals
- Being prepared to invest in quality design for long-term benefits
Conclusion
Don’t be fooled into thinking that great design isn’t just the fluffy stuff that makes a website or flyer look pretty. It’s so much more than just a ‘nice to have’; it’s a critical tool for growth.
Great design can actually increase consumer engagement and conversion rates. So it’s important to get it right!
Are you happy with your brand design? Are you creating the right first impression with your customers? If not, maybe it’s time to seek expert help. We’re always happy to work with new and existing brands to help them achieve their goals through great design.
