Throughout history humans have used colour and shape to quickly communicate important concepts. Resulting in instantly recognisable symbols that rapidly tell the viewer everything they need to know about a situation.
An excellent example of this is symbology that represents danger. Instantly recognisable images of skulls, crosses and warning signs, paired with very specific shades of red, yellow, and black. All work towards communicating the important concept of danger.
This is universally present in the subconscious of every human-being. Out undeniable common understanding of colours and shape (known as visual communication) has a profound impact on each and every person everyday. Telling us what is dangerous, where to go, how to interact with objects, and what to buy.
“Good design” is an encapsulation of visual communication, and by extension can inform customers how to feel, who to trust, where to shop, and who is the expert. All consumers are persuaded in one way or another thought the use of good design when making purchasing decisions. A perfect example of this is Nike, who communicate their brand being for “serious athletes” despite the majority of their revenue coming from customers who don’t play sport.
Good design = a feeling.
All things being equal, good design is the primary reason a customer will choose to work with one business over another. When company A and company B offer the exact same outcome why should a customer choose one over the other? Good design uses these instinctual visual communication patters to align your businesses unique value proposition with simple human feelings. Allowing customers to associate your business with your desired feeling.
Your unique selling point now becomes this feeling. Instead of customers referring your service because it’s the cheapest (race to the bottom), fastest (unrealistic expectations), or anything in between. Customers will now refer your business as “The best experience I’ve ever had”.
Simply put good design can position your business, where you are selling a feeling or concept rather than a result. Allowing you to clearly stand apart from competitors while building a deeper emotional connection with every person who comes in contact with your business.
How to implement good design in your business.
Here is our cheatsheet for implementing good design in your business. When (and only if) all done correctly you’ll have more quality leads than you know what to do with.
1. Customer experience
The first step to position your business as a “The best experience I’ve ever had” service is to simply change the way you talk about your service. Deprioritise the features and benefits, and prioritise the customer experience. Do everything you can to communicate to the world that your business provides this level of experience, all while achieving these great results (or features and benefits).
We’ve found the single best way this can be achieved is through customer case studies or testimonials. The best person to sell your service is your customers themself. These can be shared in a number of ways, some of the most effective are:
- Detailed journey focused case studies
- Simple customer quotes on social media (shared regularly)
- Interview style customer testimonial videos
Do keep in mind you have to be able to cash the cheques your messaging writes. The major pitfalls here are:
- Inconsistent messaging
- Service not up to customers expectations
- Confusing pre-customer experience (see step 3)
2. Bullet proof brand
An inconsistent or confusing brand is the number one reason customers will choose to avoid your business. Imagine a situation where the messaging on your social media focuses on your outstanding results, but then your print marketing completely contradicts them. Or even worse all your channels (or customer touch points) look, feel, and speak differently. Making it feel like these are all completely seperate companies.
This causes an involuntary subconscious reaction in your customers to stay away from you and your business. What’s really happening is customers get a feeling of disorganisation and unprofessionalism. Although most don’t realise it they are thinking: “if you don’t care enough about your own business, why would you care about them as customers?”
The solution here is simple, but hard to implement. Create a simple yet effective branding guideline which all creatives need to adhere to. This guideline should include:
- Look and feel direction
- Key messaging (what to put emphasis on and what not to)
- Rigid oversight processes to ensure adherence
3. Design usability
The final step to implement good design in your business is a focus on simplicity and usability. At the end of the day if your customers can’t figure out how to simply and easily get in touch to book an appointment/consultation then how can they engage you for your services? By this same though if your marketing isn’t clear and does not have an obvious catch with a simple call to action readers will not engage with it.
Luckily this last step is the easiest to implement, with the following being the most impactful:
- Simple and clear website with key information right on the homepage.
- Clear (and consistent) call to actions at every channel
- Simple marketing catch
Once all implemented correctly you’ll be positioned for a huge amount of new leads from quality customers that are after that “best experience I’ve ever had” service. Positioning your business apart from your competitors with clear consistent messaging and simple enquiry pathways.
To discover how to best implement good design in your business strategy and meet your goals