Can you afford to overlook the importance of good design?
A simple, clean website with engaging content is the key to driving traffic in these over-communicated and busy times. Gone are the days when visitors would accept slow load times, pages laden with flashy images and lengthy text. In today’s fast-paced world, expectations are higher, and we’re becoming ‘time poorer’ and less patient. Whether browsing or shopping online we want access to the information or transaction in seconds.
Customers find it easy and love the experience if the number of mouse clicks is low. However, complicated navigation and multiple click-throughs to deeply buried pages make customers
navigate away – and you may not get a second chance for their business.
Some entrepreneurs tend to think, “just get something up and running, and we’ll fix it later.” They concentrate on getting the product into the market with scant attention to the design factor.
The main reason why many start-ups and small enterprises are reluctant to utilise the power of great design is the assumption that great design is expensive. Fortunately that’s no longer the case.
However, you shouldn’t just jump straight in. Visual identity is the visible expression of what your brand means to your customers. It’s highly important to analyse your strategy and purpose before visiting a professional designer. This can involve a deal of work, but it’s a crucial stage that gets you off to a flying start. Otherwise you’ll be wasting money on uninformed design and marketing messages that don’t resonate with your prospective customers. You could just be ignored altogether.
Consider these questions:
- Who’s your business for?
- What problems do you solve for people?
- What values do you live by?
- What’s your business story?
When you can answer these questions with certainty (download our free brand clarity workbook for help here), then go to a professional designer. Because just as great design on it’s own can’t create a great brand, (that’s up to you and your business behaviours) it’s actually more likely that bad design (unappealing, not user-friendly, and difficult to find information) can strangle your brand at birth.
Perception is everything in business – give your talent and expertise the best chance to make a great impression with great design that’s centred on a solid brand strategy.