We are all programmed to be visual and the way something looks forms a significant part of our first impression of it. Something that is well-designed does not only attract and retain someone’s attention, but it can amplify your message. Which means bad design makes for bad marketing.

When it comes to the best-known brands around the world, it isn’t hard to conjure up their logos, colour palettes, and even their fonts. Designing the identity that really breathes life into your brand takes hard work, time, and revisions. 

Studies have shown that different emotions and perceptions are triggered by specific colours, and those results have been used by companies in their branding to convey brand messages and traits. Your font is yet another reflection of your brand, and finding THE one takes into account aspects like typefaces, weights, kerning, leading, and styles.

With so many companies competing for attention online, having exceptional design is one of the best ways to differentiate yourself from the crowd. Likewise, if your design stinks altogether, you really have no chance of being noticed (or taken seriously). 

As humans, it’s in our nature to habituate our environments and become familiar with things that don’t stand out. If people noticed every detail of every little thing, there’d be information overload. For designers, it’s important to visualize your marketing the way your target persona sees it, so you can better determine what would help it stand out, and stay away from designs that make it unappealing to them.

Great design can do a lot to improve your marketing efforts, and it does more than just help your content stand out and look good. Using the right design can help influence more conversions and, ultimately, attract potential customers and improve your ROI. It’s been proven that photos of people can help increase empathy, for example, as researchers have found that people feel a deeper connection to images with other people than those without. 

Photos of women, babies, and attractive people have also been proven to increase visual response rates (sorry regular people), and photos of objects can also help increase trust (e.g., detailed product images). When combined with conversion opportunities, relevant, well-placed photos can help increase conversions on your offers, and eventually more customers.