These days I feel like I’m standing in Times Square New York, with a myriad of brands trying to yell louder than the next. My social feeds are mostly littered with noise and it's hard to sidestep any advertising that actually appeals to me as a person. I’d prefer for appropriate brands to take me on a first date, rather than all shout and whistle at me from across the street at the same time.
When you go on a first date, you ensure that you put your best foot forward. You get your hair done, ensure your outfit makes the appropriate impact and you may even have a few of your best stories in your back pocket. You want to make sure that the first impression leaves a great impression on your date. Many will tell you that the best way to find true love is to be yourself, it’s just that some of us struggle to convey our best true selves to the world.
It really is very much the same recipe when attracting loyal consumers to your brand.
First dates are like designing a curated experience.
You don’t want to be, or look, like every other person. You want to be uniquely you and stand out from the crowd as a great potential match. These days there are many fish in the sea, and it’s as easy as going on an app to find what you like. Very much similar for the modern consumer when researching products and services they are looking for.
Design is often thought of as just visual, but in fact, design is the ability to create, execute or construct according to plan. Visual design, user experience design and brand design are how we plan to represent the brand experience in the best way possible. Think of this as helping the brand maximise its full potential when it comes to dating the consumer.
Here are a few stats that support this analogy:
First impressions are 94% design-related.
User behaviour studies have found that visual appeal has the biggest influence on consumers’ first impression of your brand. We eat with our eyes. Even your social content efforts could fall flat with poor design.
85% of consumers search the web before making a purchasing decision.
Why wouldn’t you? You want to make sure you're getting the best version of what you need against the price you’re willing to pay. You want to see what else is out there? You’re looking for a reason to believe and therefore buy what appeals to you most.
88% of consumers are less likely to return to a site after a bad experience.
Standards and expectations are high and time is a scarcity. If I can’t do what I need to do, then I’m forming a bad impression and moving on. We live in a time when instant gratification is rampant because of the internet always being available at our fingertips.
Great design is not only going to make you look good to the desired consumer, but it’s also going to showcase your brand personality and communicate your values and promises. But most importantly, good design makes your brand memorable.
So, the next time you’re scrolling through a social feed, just see how good design can jump out and grab your attention in between all the noise out there. And ask yourself, why does this appeal to me?