September Roundup: 3 Reasons Why Aesthetics Affect Profits
As a marketing firm, we speak largely to business owners — or, rather, anyone directly tied to the financial performance of their operation.
Why is this?
Ultimately, marketing decisions come down to budget concerns. So, whether or not one is deciding themself, they will eventually have to answer for their tactics. Business owners and decision-makers communicate in numbers, which means a marketer’s proposition should also translate in numbers — either directly or indirectly.
The question of why aesthetics matter should exist inside this framework. It’s too easy to colorfully preach about brands and trends to the choir of creatives. Though these are important, marketers must ultimately explain how their work will drive top-line growth.
We’re here to show you (or your boss) why winning with design equates to winning with earnings.
1. Good design establishes credibility.
It takes 0.05 seconds for a customer to judge the visual appeal of a brand.
That is to say, first impressions are not only important but instantaneous. The adage, “a picture says a thousand words,” remains true; your messaging is preceded by the visual nature of your brand and marketing. Indeed, your messaging is firstly manifested in your visuals. They establish trust and validate you.
Hear this: The top of your sales funnel can only grow if your visuals attract, impress, and retain.
Otherwise, they’ll assist only in scrolling on through.
2. Good design drives perceived value (and therefore price).
Marketing usually serves as a customer’s first touchpoint with a brand.
That first impression will not only predict whether further action is taken by the consumer, but also establish the degree of value in her mind. Every touchpoint from thereon will either re-establish this opinion or work to transform it in some way.
Whether you like it or not, the quality and worth of your product as seen by your customer will partially be determined by their perception of your brand — which includes aesthetics.
Sloppy, obscure, amateur branding and design will reflect exactly that.
The market disproportionately rewards companies who seek to stand out from the crowd.
And, of course, the perceived quality and worth of your product is a key factor in the pricing of said product.
3. Good design inspires action.
Good design is about more than creativity for creativity’s sake — It must be intentional and purposeful.
While initially aiming to attract, the design should lead consumers to take action in some regard.
How many times has your eye been caught by a cool image, then you thought to yourself, “Wait, what am I supposed to do next?”
Good design should clearly lay out next steps.
Perhaps this takes the form of brand awareness (i.e., the next time a prospect comes across said brand, they’re already warmed up). Or perhaps it appeals for further exploration — “learn more,” “book now,” or “contact us.”
Truly good design begins with the end in mind. What result are we trying to achieve and what’s the best approach to get there?
The next time you engage in conversations concerning design, branding, or anything involving the aesthetics of your brand, study the distinct ways in which it might impact financial performance.
The first lesson in negotiation is to think from the other side’s perspective. You may believe that aesthetics are important, but why should an investor believe that? Or some other equity partner? Think like your skin is in the game — like your dollars are on the line.
Design-driven companies have an edge for a reason.
Learn from them and follow suit.
