5 reasons why you should make good design your top priority

5 reasons why you should make good design your top priority

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5 reasons why you should make good design your top priority

5 reasons why you should make good design your top priority

MontMedia has developed a branding for itself, which we believe is both easily identifiable and impossible to ignore.

While I will readily admit that I am not the great art expert, I do know that good design is one of the most important factors in the success of a start-up. But strangely enough, graphic design is one of the last things that entrepreneurs really invest in.

When you look at companies like Apple, McDonalds and Nikeans, one of the main reasons why they’ve become so successful is that they care about making their design stand out and you can’t just overlook it.

In this article, I will discuss five reasons why your start-up company should make good design its top priority. I’m not saying that every founder has to be an artist or a great designer himself. But we believe that investing in professional designers is crucial to the success of a business.

But first: What do we mean when we say “good design”?

On the surface, good design is defined by how good something looks. But if you dig a little deeper, you’ll find that exceptional design is so much more than just a nice logo or a smooth website or even how a product looks.

Someone we’ll come back to in this article is Steve Jobs, whose understanding of design was legendary and made Apple what it is today. Jobs once said: “Design is not just how it looks and feels. Design is how well it works.

Now that we’ve got that settled, we can start talking about why your start-up company needs to have good design.
1. design attracts attention
The main reason why you should start taking your design seriously is that it is the best way to stand out from the crowd. We live in a world where the average person receives over 500 advertising messages a day. That’s a lot and that’s where you need to stand out.

People experience their environment primarily visually. We rely most on our visual sense when we interact with our environment. In fact, 90% of all sensory information the brain receives comes from our eyes, with 80% of our memories being determined by what we see.

While we may disagree on what the definition of beauty is, it is scientifically proven that on an unconscious level we can understand and distinguish what is good design and what is not.

This is why we are often naturally attracted to images that use the characteristics of the “golden section” or the “Fibonacci spiral”. We also subconsciously perceive harmonies in the texture of materials or the font and its spacing, as well as harmonies in the colour scheme. On a fundamental level, everything from paintings to buildings that use these basic design principles somehow feels right.

But this does not necessarily mean that everything has to follow the classic rules of good design to stand out. Sometimes bending or even immediately breaking these rules can be the ticket to stand out from the crowd.

Let’s take a look at the classic example of how Apple has taken the world by storm through the power of design.

In 1998, Apple decided to give the average household computer a facelift. In late August, Steve Jobs introduced the iMac G3 to the world, bringing the computer out of the hands of technology enthusiasts and business people and into the world of the average citizen.

Jobs understood that one of the main obstacles to buying computers was that they simply looked ugly. Until that time, most computers were usually chunky beige plastic boxes that people had not given much thought to their appearance.

To make computers attractive to the average person, Jobs knew he had to make computers look attractive too.

And he succeeded.

Immediately, a whole group of people who were not interested in computers became aware. They could clearly distinguish between an Apple computer and an IBM or Sony device. Soon home computers became synonymous with the Apple brand.

By incorporating an innovative design into its product, Apple was able to immediately stand out from the rest of the competition in an artistic stroke.

2. design communicates ideas
Great design is all about instantly addressing the part of the human brain responsible for visual processing and thus communicating as much as possible at a glance.

The first impression you make on a potential customer is not the first time they actually use your product, but the moment they see it for the first time. Within 50 milliseconds, potential buyers unconsciously form an opinion about your product, your company and your brand based entirely on appearance.

According to Consumer Reports, the trustworthiness of a website to a new user is based more on its aesthetic elements than on its actual content.

According to Consumer Reports, the trustworthiness of a website to a new user is based more on its aesthetic elements than on its actual content.

And not only that: the human brain does not have the innate ability to decipher text. This finally makes sense when you consider that cave paintings were made by the first humans, but the first written language was developed much later.

The well-known saying that pictures are worth more than a thousand words is simply correct and corresponds to reality.

The property of pictures manifests itself in many ways. Whether you recognise it or not, the colour and shape of something can unconsciously trigger certain emotional reactions from you.

A study at the University of Berkley has found that we associate certain colors with good or bad. For example, the colour blue is often perceived as “good” and associated with health, while the colour white is often closely associated with purity and cleanliness.

For this reason, you will find products such as surface cleaners that often use these two colours both in their products and in their advertisements. When you see this combination of colours in combination with a cleaner, you instinctively have the feeling that you can trust it to do its job well and keep everything clean.

So when it comes to our own branding, the reason why we at MontMedia put so much emphasis on design is that it is the first thing people see when they meet us. In less than a second we have to convey the feeling that we are professional, that we are modern and that we deserve the attention.

Great design triggers a number of positive emotions towards a brand, and this is exactly how we try to stand out from the others from the very beginning. At first impression it doesn’t matter how interesting your content is or how great your product or service is. You need a foot in the door first, and for that you need great design.

Even if you’re not at a point where you can hire professional designers or hire an agency, there are plenty of other ways to create great looking graphics. For example, there are tools on the Internet like Canvaoder Easil that help you create images for your social media channels or Venngage to create original and meaningful infographics.

In today’s world, professional design is more important than ever. It’s the one way you can immediately stand out from the rest of the crowd. Just as people recognize good design immediately, people can recognize bad design immediately. It signals to people that you don’t care about yourself, so why should they?

3. design makes you unforgettable
Did you know that most of our memory is based on visual elements?

One study found that images can improve learning by up to 400%, another found that after three days people can only retain up to 10-20% of written or spoken information. However, we can retain up to 65% of this information if we capture it with good graphics.

Our brains are simply designed to retain visual information better than anything else. Let’s do a quick experiment, can you tell me the names of all these brands, just by their logos?

I’m already predicting that you probably got at least 90% of them right.

A distinctive logo is so important for branding precisely because we are visual learners. That’s why it’s also important that you make sure that your design is as consistent as possible.

This is why companies like Nivea, for example, try to protect their blue colour. Even if it sounds ridiculous for a company to try to legally own a certain shade of blue, I’ll tell you where it comes from.
There is a reason why when you see a certain red tone, you instinctively think of Coca-Cola. Coca-Cola has used the exact same shade of red since the 19th century.

When Coca-Cola tried something different during their partnership with the World Wildlife Fund and changed the design from the classic red to a snow-white design, they experienced a significant backlash.

The white cans looked too similar to the silver color associated with Diet Coke and led some customers to accuse Coke. Although Coke employees changed nothing more than the design of the can, there were several allegations that even the taste had changed because the drink came from the white cans.

Picture:

Building a strong brand and building a bond with your audience depends heavily on your visual design. Being consistent means that your customers can immediately recognize your product from the crowd, regardless of the content delivered.

Let’s take another look at Apple and all its products. No matter what they’re selling, whether it’s a Macbook, iPhone, or iPad, you can tell immediately if it’s from Apple. You know you’ll get that unique Apple experience at first sight.

In fact, good design can be so important that it becomes an essential part of the unique selling proposition. Every company must differentiate itself from the competition to provide a reason why a customer should choose this particular product rather than an otherwise very similar one. Consistent, appealing design in your branding should set you apart.

4. design increases conversions
Let’s take a quick look at the development of an average looking website.

During the 90’s an average looking website usually looked like this:

image:

This is what Amazon’s first website looked like when it was launched in 1994. This was typical for most websites. They were text-heavy, had colorless backgrounds and there was not much to see.

Twenty years later, and an average website will often look something like this:

image:

So why the change?

Well, for one thing, there are a number of reasons, like the technology that gets better with CSS, so you have more options for customization. But perhaps the most important reason why more and more companies are paying attention to how their website looks is simple:

Design has become a fundamental part of any good marketing strategy.

Around 65% of senior marketing executives believe that visual content is essential for communicating and promoting brand history. According to the 2015 Social Media Marketing Industry Report, 34% of marketers have chosen visual and graphic elements as their primary content marketing concern, just behind blogging at 45%.

Content with relevant images received 94% more hits than content without relevant images. Infographics were shared and liked three times more than any other type of content.

Remember that design and graphics speak to us on an instinctive level. Our eyes cannot help but be drawn to design elements such as movement or contrasting colours. By incorporating even the basic elements of design into your marketing strategy, you can dramatically improve your conversions.

If you want your sales buttons to be clicked more often, your prospects to stay on your site longer or your images to be shared more often, you need to take your design seriously.

5. design improves the user experience
Let’s take a look at a cocktail bartender, for example. The job of a good bartender is not only to make a good tasting drink, but also to create an experience for the customer.

If the customers want something that is tasty or has a lot of alcohol, there are much cheaper options than a fancy cocktail. The reason why people order cocktails is not necessarily the drink, but the experience that goes with it.

Have you ever thought about why not all cocktails are served in the same glass?

Of course there are some functional reasons why stem glasses are used for wine and martinis, for example to control the temperature of the drink without ice. The stem is there, so you will not hold the glass up and influence the temperature of the drink.

But the main reason why most cocktails are not served in the same glass is that the appearance and shape of the glass influences how a customer experiences his drink. Remember, certain designs communicate certain ideas to people.

A stemware glass often gives a delicate or fragile impression. While a stone glass appears more grounded and masculine. The type of glass in which you serve a cocktail changes the experience a customer has with that drink.

Good design not only attracts people’s attention, but also influences how the user experiences a given product.

Conclusion
Do you have to rush to art school to be a big entrepreneur, or do you have to have an out of the ordinary sense of aesthetics from Steve Jobs? Absolutely not.

But when you start your own business and present it, when you outline the expenses, there can be a tendency to cut the design budget or keep it extremely small.

But at the end of the day, your attention to design is just as important as one of the core functions of your product or service. It may be more difficult to come up with a weak branding than with a missing feature or even faulty code.

So go there, do something nice and give your customers an unforgettable experience. They deserve it!

You have no idea where to start? Or maybe you have some good advice. Let us know in the comments!

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