The Matter of Design

Why focusing on visual communication is a smart way to enrich your marketing strategy

Recent brain scan studies reveal that the sight of something we find attractive instinctively activates the area of our cerebrum responsible for the hand movement. Beauty triggers action, but is visual communication something to invest in as a core component of our marketing strategy? Does it help us sell more or get more leads on our website?

You won’t have to say a word

Images are a universal language that don’t know country, idiom or socio-cultural barriers. Why spending hours trying to figure out a valid way to explain an intricate concept to your audience when you can easily express it with an eye-catching infographic?

Let an icon substitute that word you really cannot come up with and colors and shapes cohabit together to communicate with your customers on your behalf.

Not convinced yet? Back in 2009, choosing a specific blue over some other tints amounted to an additional $80 million in annual revenue for Bing.

It’s part of who you are and who you want to be

Behind every successful business, there is a strong brand identity based on clear corporate values and a defined visual strategy.

Setting up a guideline about your logo usage, picking a few statement colors and a corporate typography that you will use with consistency, will help you establish the tone of your company and signal to your clients that you know exactly who you are, what you stand for and what you believe in. By doing so, you can be sure to provide clients with the necessary confidence to choose you as a partner.

It’s not just décor, really

Design is something more than pure ornament; it’s solving a problem you didn’t even know you had and it’s often way more invisible than you think.

It’s not a secret that a web page that provides content organized with taste and care for details experiences a higher conversion rate than something poorly designed. What most of the people aren’t aware of is the time and energy spent trying to do so.

“How do I fit 1600 words and 2 photos in an A4 without making the page look claustrophobic but keeping everything readable?”, “Is there a way to put a focus on the call to action without having to cover the face of the testimonial on the banner?”, “Was the client joking when he told me he doesn’t have the vector version of the logo but he can send me a JPEG after lunch?” Really, it’s not only about the Pantone of the year — design is a lot more than just a choice of colours.

A prosperous marketing story is the fruit of a delicate equilibrium among an expert strategic play, a great product or content to share and the way you present it.

Being serious and professional about your company always involves 360-degrees of high quality standards all over the business. To quote Ralf Speth, the CEO of Jaguar Land Rover, “If you think good design is expensive, you should look at the cost of bad design.”

by Barbara Orsingher