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Why Design Is Not Just Aesthetics: How Good Design Drives Marketing Results

2 min read
Updated: Sep 15 2021
By: South Made

STAFF BLOG SERIES, Josh

When you examine all the assets of digital marketing, one often overlooked yet key role is design. While many yearly trends, such as “maximizing ROI” or “increasing revenue,” are highlighted, businesses often overlook design as the vessel that allows their clients to get where they need to go.

Design within the Marketing World

Good design can help attract attention to your marketing firm, marketing materials, and the message itself. In other words, bad design makes for bad marketing, while good design can help bring attention and clicks to your materials.

The Importance of Brand Identity

Typically when you look at the worlds top most recognizable brands, the first thing that comes to mind is how established their brand voice is. Every top brand has a very established and unique color scheme, typeface, and logo. Make sure your companies branding is solid and cohesive across all platforms.

Developing a Style Guide

One way to create an established branding presence is by creating a style guide. These guides consist of strict rules on how + where to place logos, typefaces to use, and how to use them. One thing to remember when creating these materials is how cohesive are your current branding materials, what color scheme are you using, and how does that translate to your branding. A lot of brands take these guides very seriously and heavily research how certain colors and typefaces affect feelings, such as excitement, sadness, increase of appetite, or even create a feeling of warmth & comfort.

Raising the Visibility of Your Campaigns

With so many brands competing for attention, exceptional design is one of the best ways to separate yourself from the crowd. As humans, it’s in our nature to familiarize ourselves with things that don’t stand out, otherwise our brains would have an information overload. That it is why it is crucial to evaluate your target audiences perspective and craft compelling marketing strategies to best capture their attention.

Drive Conversion and Ultimately ROI

While great design can do a lot to improve marketing efforts, it’s about more than just standing out and looking good. Using the right design helps influence more conversions and, ultimately, attract potential and improves your ROI. One key feature that has been proven to help do this is through the use of photography. Photos help increase empathy and allow people to feel a deeper connection to a brand than those without.

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If there’s one lesson to take away from this article, it’s that good design choices aren’t just made by chance; they’re made after hours of intensive research and careful planning by your design team.

Take the time to do your research and remember with design, you get what you pay for. Allow your brand to put in the time and effort to creating smart and compelling work that will allow your firm to flourish.