Brand Mission > Favorite Colors
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I begin every potential partnership with a meet-and-greet. It’s important I get to know the client as well as the business. But clients are sometimes surprised when we dive into the mission of the brand instead of their favorite colors.
A designer’s job is to intentionally design a brand or a campaign that communicates purposefully, to attract the right people to help the brand achieve its goals. Design, hand-in-hand with messaging and placement, is about bridging an emotional connection between the customer and the product. To do that successfully, that sometimes means using a color or a typeface you don’t love or didn’t expect. Did you know the right color can improve readership by forty percent? Color is one of the first things our brains recognize from a brand, so it’s often the first thing that grabs our attention, and one of the top elements designers are uniquely positioned to select. (Crowdspring)
Design elements like colors, shapes, and imagery influence perceptions and emotions in a way that is not always obvious. The look and feel of your branded materials will communicate what your words do not. Strategic design yields better returns because it creates a stronger sense of understanding. Materials with a sloppy layout or misleading elements send a confusing message, and no one will work to figure out what that brand is trying to say. We can always find a way to weave in clients’ preferences, but to enable you do the work you want (rather than the work you’re stuck with), we absolutely must dive into your business plan.
According to Brain Rules (2018), three days after reading content accompanied by visual elements, consumers will remember 65% of the message, compared to a mere recall of 10% when the content lacks visual elements. And, according to a study by Stanford University and Consumer WebWatch, a company’s web design is the #1 aspect which influences its credibility. Design, when applied strategically, is validating.
If a picture says 1,000 words, we’ll help you make sure they’re the right ones. If you’ve found your niche and you’re ready to launch a new campaign or dominate your market, we’d love to chat with you about the ways we could use design to support your success (and maybe your favorite colors too).
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For more information on discovering your business niche and creating your brand identity, read our book: Discovering Your Authentic Brand.