How can design deliver ROI?


3 mins

Wednesday, March 11, 2020

Graphic design can be an expensive marketing cost, and one that can be hard to assign value to. But you can ensure ROI by harnessing design that wins your customers attention.

Design is what stops customers in their tracks. It’s their first touchpoint.

Think of good design as window dressing that lures customers into the shop. It's what's in the shop that keeps them there—your services, your products, even your content marketing.

There’s a reason a luxury product looks very different to a product designed for children.  

Customer first

That’s why design needs to be customer-focused.

If UX is all about the research, then UI is all about implementing that knowledge into the design.

Research as much as possible before even embarking on design. Interview people, create personas, look at data to find out how people behave when visiting a site or using a product.

Focus on and understand your users needs.

Clear and quick

Good design attracts quickly and conveys a certain meaning or message. Eliciting a particular feeling from customers hopefully equals a purchase.

It’s no good designing something completely obscure or pretty when no one can understand it.

Therefore every design decision must have a strategy behind it.

It’s not about flourishes, or sparkling effects. It's about the best way to stop a prospective customer dead in their tracks and entice them in. Design that also spells out a clear message helps here.

An element is scaled just so, a typeface used, and the right colour selected. Design that delivers ROI is not only attention grabbing, but also has a concise message.

The right choices

Particular colours convey meaning. Blue gives you a sense of calm, while red can mean the opposite. Think about a medical company going to market with a new service for the elderly. Their design should make use of blue to reinforce a feeling of peace-of-mind.

Colour can also be used to indicate importance or functionality. Call to action (CTA) buttons need to contrast against the rest of the page to stand out.

CTA’s are also often placed in a familiar area for users—similar to where you find a power button on a TV remote. And why else is the power button easy to find? It’s always a different colour to the rest of the buttons—its purpose is clear.  

Value adding

Good design can also help a business go from looking like a small business to a professional corporation.

This is also a key example of a subtle decision-making process happening: if something looks nice, you’re more inclined to like it.

Considered design reflects a good business, you think, they’re proud enough of their product or service to put the effort in to make it look nice and present it well. Therefore it must be good.

What to look for

Good design helps with the heavy lifting of bringing customers in, securing that initial prospect. They like what they see and they know what they’re there for.

But achieving good design can be difficult.

If you’re enlisting the help of a creative agency, look for examples of their work that not only catches your eye but speaks clearly. This should signal their ability to balance creativity with clarity.

We do this at Frankly by including extensive research and real-time data into our designs and content creation services. Treating every brief as a new project, we don’t rely on a cook-cutter template.

Whether you’re tackling design yourself, or using an agency, you can find ROI in design. Harness your customer knowledge in your design and you will have the best chance of attracting them. Winning customer attention is a sure-fire way to warm up a sale.

Good design can change a business from looking like a small business to a professional corporation.
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