Good design goes beyond aesthetics; it’s about the whole experience. When done well, design is virtually invisible. It gets out of the way to allow you to get stuff done. As a result, when your business, its operational materials and its marketing materials are designed well, your customers never have to think about engaging in business with you. It just happens, like walking or breathing.
We thoroughly enjoyed 12most’s article on good design as the investment that differentiates good businesses from great businesses. We break down the “hows” and “whys” below, but the whole thing is worth a read if you have more time.
+ It makes you stand out. Spend a little extra on an exceptional artist for your logo and any costumer-facing marketing materials to make the most of every moment.
+ It impacts the public’s perception of your brand. I’m sure you’ve heard the following nugget of wisdom before: “It’s not about what you say. It’s about how you say it.” For example, Starbucks doesn’t just sell coffee. The entire coffee-buying experience at Starbucks is unique in a way that makes it easy, enjoyable, effortless and - most importantly - thoughtless.
+ It makes your message understandable and memorable. Consider the difference between an encyclopedia and the Discovery Channel. Whether you’re talking about aesthetics, creative copy or user experience, you want to produce a message that is easy to swallow (and tasty too). Last week’s article on how to improve your marketing copy is a good place to start if you’re thinking about improving your writing talent.
+ It makes for an enjoyable customer experience. No matter the industry, customers want to enjoy themselves. Also, the more enjoyable a moment, the more likely it is to be remembered.
+ It makes you relevant or credible. There is an old saying: “If you’re right, appear right.” In other words, people make a connection between what they feel is true and what is actually true. If those two line up perfectly, you’ve hit the jackpot. If they don’t line up, you’ve successfully confused your customers and maybe even your own employees.
+ It makes you trustworthy. Good design requires intelligence, creativity and an above-average sense of the human experience, and people tend to trust people with those qualities - whether they realize it or not.
+ It boosts efficiency. When you automate processes and remove paths that lead away from the end goal, everything happens with less effort, less confusion and less waste. Good design also makes it easier for managers to understand the way their company works, which helps them have a greater understanding of company as a whole.
+ It makes your employees feel better. Putting on the right outfit for work can make a huge difference in your confidence and capability. In the same way, working for a company that is designed well is great for employee morale. Employees hate working for a company that can’t recognize and fix its faults.
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