It’s a common misconception that design is just meant to make things beautiful. And while that’s not altogether wrong, it’s only a portion of what great design does. Good design does make things beautiful, but great design is not only beautiful but solves a problem. This is what we call strategic design.
Here at GreenMellen, we believe that great design is rooted in problem-solving. Our mission is to identify your business’s problem before we even open a design program.
Great design shouldn’t be a one-size-fits-all solution. For example, a nonprofit that wants to equip its audience with valuable resources about its organization may require a different strategy for its visual branding and web design than a luxury homebuilder who wants to showcase its services and portfolio to increase its sales.
This is where the power of strategic design can make a difference within your unique business.
1. Strategic design tells your business’s unique story.
Design strengthens your brand’s messaging and story. Design isn’t meant to merely make your messaging look pretty, it should help visually convey that message making it more effective.
Consider this quote from Steve Jobs: “Most people make the mistake of thinking design is what it looks like. People think it’s this veneer – that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”
Your messaging might be strong, but if it’s wrapped in poor design, your message will likely get lost. Because as Jobs states, “Design is how it works.” It’s how your brand voice and story come together to be presented to your ideal audience.
2. Strategic design is accessible and engaging.
There’s no way around it, we live in a visual world. At every turn, swipe, and scroll, we are inundated with visuals competing for our attention. Your brand visuals and website should be compelling enough to encourage your audience to engage with your brand—to stop scrolling on social media and read your post, to dig deeper into the pages of your website.
Your first impression, even in the digital world, matters. CrazyEgg states that the average user stays on a website for 15 seconds. In a matter of seconds, someone will decide whether or not they want to stay on your website and learn more. This means it’s vital that your design is easy to navigate, clearly organized, and visually engaging to keep those eyes on your site for as long as possible.
3. Strategic design builds trust with your audience.
Bad design breeds distrust. Great design affects how your audience thinks about you if they trust you enough to do business with you or trust the information you are providing them. Consider perusing the aisles of your favorite bookstore—are you more likely to engage with the beautiful book cover than the one designed poorly?
Of course, you are, because whether you are consciously aware or not, you’ve likely assigned a bias that the information in the beautifully designed book is of higher quality than the one that looks like it was designed poorly.
It’s the same story in the aisles of your grocery store. We assume a product is of higher quality and tastes better when it’s in a pretty package rather than the sad drab store-brand box. While these visual biases might not always be accurate, it’s necessary to address that people are highly motivated to purchase or engage with a beautiful brand simply because they trust them more.
4. Strategic design creates brand recognition over time.
If you are consistent with your brand visuals, then over time, this will lead to strong brand recognition. This will mean that your ideal audience can recognize your business and message more quicker. They’ll come to know your brand’s unique voice, how you make them feel, and what you do. You want your audience to easily identify you from your competitors.
Strategic design has the power not just to make your brand and messaging look good, but it enhances your message, helps you engage with your audience more effectively, and builds trust and brand recognition over time.
