The Importance of Design in your Marketing Campaign

By James Lewis-Van Vorst / December 29, 2017 / Graphic Design

One of the major challenges in an agency is working with clients to help them understand the potential impact of all aspects of a campaign: strong copywriting, great keywords and ad placement, and just as important – visually engaging, and memorable design. Each of these aspects plays a major role in the success of any campaign. But as each client keeps one eye steadily focused on their ROI, they look to trim anything that doesn’t clearly relate to their bottom line.

With the vast array of advertising the average person sees on any given day, it has never been more important to stand out amongst the clutter. Even the best, most creative, campaign will go largely unnoticed without great design. Strong design ensures that your campaign resonates with the customers you are trying to drive to your website or storefront.

Trust is a critical element in getting people to buy. Graphic design is the art of persuasion and wants to promote a strong brand for the business it’s attached to. It takes only a few seconds for an individual to feel a sense of connection to a brand, logo, or design. This makes the creative elements highly crucial to your business and its objectives. Does your target audience trust your brand? Even if they aren’t thinking about it, customers associate the look and feel of your brand, with how their experience will be when they visit you or your website. Do you want to convey quality and luxury, or comfort and value? Every ad, landing page, or email blast you create must convey a consistent image that your customers can grab onto. The more consistent and cohesive your brand image is, the more your audience will trust you and eventually, rely on you.

If you’ve thought about conversions, it’s likely that you’ve thought in terms of sales numbers, copywriting or your call to action. Many people fail to appreciate how psychological compelling design is. Graphic design is used to persuade its audience to care about the design in front of the brand; your design allows individuals to know who you are and can either identify with you or run from you. Where does a viewer’s eye fall on a page? What does the audience think when they see the images, colors, or layouts that you chose? Does one area — the most important takeaway — stand out above everything else? Great design can take a masterfully crafted concept and double its ability to drive conversions and turn leads into sales.

A design does the hard work to drive home the message you are trying to deliver. And, while it is important to deliver that message, it is equally important to evoke a response to your message. The design of your campaign may be the difference between a new customer and a lost opportunity. The message of your ad may be to buy a product, but a well-designed ad will give the viewer not only a reason to buy the product, but also a reason to buy it from you.  A well-designed marketing piece helps the audience see past the graphics to the message, but it’s the appealing graphics that reel them in.