The Value of Good Design
More so than ever we are bombarded by messages, e-mails, social media, advertising, radio etc. Messages telling us to buy something, where to buy it from, constant emails flooding our inboxes and notifications from apps we can’t even remember installing. Such a flood of information makes it hard for us to digest and even more difficult for businesses to catch people’s attention.
So why is good design so valuable?
On a basic level it delivers information clearly and succinctly. Be it through text or image, good design ensures information can be seen, and understood, easily. Massimo Vignelli’s book ‘The Vignelli Canon’ illustrates this concept in thorough detail.
When something is delivered clearly, people are more likely to look at it and pay attention. That’s not to say that this is the only thing you need to care about, there’s much more to it than that. Would you feel confident making a purchase from a website that isn’t easy to use? Does a buggy app make you feel valued? No, but design is a holistic process, one that affects the structure of information just as much as how it looks.
An obstacle or an opportunity for businesses?
The best brands are consistent over time yet they continue to surprise. Chopping and changing things too often is always a recipe for disaster, and shows you don’t value good design. Right from the get go you should prioritise good design, as it makes your product work harder for you, and is a direct reflection of the quality of your business. Rebranding is often successful, as in the case of Tesco Everyday Value, but it sometimes can be a recipe for disaster. So start-ups in particular have a real opportunity to start off on the right foot, as long as they appreciate the commercial value of design and don’t overlook it.
The saturation of content that digital has brought has two effects for businesses; particularly for start up’s looking to turn heads. On the one hand you have to compete with the competitors, fighting for the attention of an ever more demanding consumer. But on the other, it means that if your design on point; you have the opportunity to be a breath of fresh air. There are a lot of things vying for our attention out there, but how many do you look at. Of those, how many actually impress or surprise you? People haven’t started switching off to advertising and marketing as some seem to believe…they’re just more discerning. They’re expectations are high and attention spread thinly. So with a combination of top strategy and design, you can certainly capture attention.