Your brand is the graphic representation of your company. If attention is not given to it, it is not given to your company either. This is how the modern consumer’s mind works.
There are no second “first impressions”. If your brand has not met the requirements and has been unable to spark the consumer’s interest, it is unlikely that they will remember it.
The origin of the word “design” is linked to “project” and not “drawing” as is generally thought. What the designer does for your company is to draw up, plan and apply a set of visual rules which serve as a link between what you wish to communicate and your consumers. Therefore, the message which reaches your consumers sparks interest in the brand.
When dealing with a company’s identity, coherence is the key word since your logo cannot communicate one thing and your website something completely different. Each element must be considered in accordance with the company’s universe. It is necessary to know its positioning, its audience and the “tone of its voice”. This is what we call corporate identity.
This is how your brand is born.
The brand needs to stick in the consumer’s mind. When they think about it, they should remember the logo, its website and even its customer service. The whole experience they have had in terms of contact with the brand will influence them in their decision of whether or not to choose your company when it is time to close a deal.
Since people currently have access to a significant amount of information, when it is time to decide between two brands with a similar price and quality, the choice will always fall upon the most appealing product or the one which has the most attractive package.
«A Good Design brings good results»
The University of Northumbria (Newcastle-UK) conducted a study on websites’ trustworthiness.
A number people were, therefore, asked to visit several websites, and then answer if they trusted them or not and why.
The results of the study indicated that when the people did not trust the websites, in 94% of the cases the distrust was due to design problems.
If the design of your website is bad, it does not matter that the content is excellent. For a new visitor what matters is the first impression and this happens very fast: it takes about 8 seconds for the consumer to trust your website.
The formula is simple:
Know + Trust + Like = Sales
First impressions are everything: they are the result of a psychological concept in our mind, called “Priming”, which promotes a future outcome.
Thus, the first impression influences all future interaction. A good design enables you to reach 3 main goals:
1.Not to cause a bad impression in 94% of the people who visit your website;
2.Increase the subconscious effect of “Priming”, which enables consumers to browse your website and remember your brand in the future;
3.Change Attention into Intention and Action.