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Published 4 months ago • 1 min read

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Role of good design in increasing conversions

Marketing and design are closely intertwined; neglecting the latter could cost you thousands of dollars.

Design is often misconstrued as merely aesthetic, overlooking its true essence in marketing: functionality. The primary goal of good design in marketing is effective communication. Everything else is an extension or byproduct of this aim. While this is the main objective, good design can help achieve various other goals in your marketing efforts to drive conversions.
Design is not just about posters, colors, and logos; it involves the entire journey that your customers take and should be tailored to their needs.
  1. Great first impression: A well-designed material or platform makes a bold statement. While good copy is crucial, poor presentation can lead to reduced engagement and conversion chances. Design encompasses more than colors and shapes; it includes text hierarchy and information flow. Ignoring design’s role in conveying information in the right order can lead to readers focusing on less important details first. Good design ensures that viewers see what interests them initially, allowing them to absorb information step-by-step in the correct sequence.
  2. Higher perceived value: Your audience can recognize good design, even subconsciously. It’s crucial to guide their emotions through your marketing materials or platforms. Color choices, typography, and spacing significantly influence how readers feel and perceive your content. Be intentional with every design decision to align with your desired brand perception. For example, vegan restaurants often use the color green to evoke the right emotions and welcome their target audience. By aligning design with appropriate emotions, readers tend to perceive your brand more favorably, fostering higher interest and conversion rates.
  3. Improved user experience: You may have left a website or a store because of difficult navigation, which is often caused by a poor design that leads to a bad user experience. This can result in losing customers before they even get to the point where you want them to take action. For example, the journey for a restaurant’s customers will be different from that of an e-commerce brand because their services and audiences are different. Adapting your designs to fit your specific services and audience can improve user experiences and potentially increase conversion rates. It’s important to focus on designing a pathway that makes the conversion process from beginning to end as smooth as possible.

Design involves more than visual elements; it’s about creating experiences. Viewing design this way can reveal new opportunities for improving the conversion process, where design can have a significant impact.

Make sure to subscribe to my newsletter to get more actionable insights on how design plays various roles in successful marketing conversions.

OAU quarters Maitama, Kashim Ibrahim way, 900271, Abuja, Nigeria.
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