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  • Emma Venables

How Graphic Design influences your customers

Good or bad design has a huge impact on whether customers will buy from you or carry on their search. Here are 5 ways that Graphic Design influences your customers.



3 heads with swirling lines in the brain area to represent complicated thoughts and psychology
Psychology plays a huge part when it comes to brand design




1. Colour triggers different emotions


Using the right colours can really play into the emotional side of buying. In fact, 90% of snap judgments that consumers make about products have to do with colour.


There’s a reason that red is used a lot during sales (promotes urgency), and blue is used a lot for trusted brands (promotes feelings of trust, feeling safe and secure.) It’s worth delving into the world of colour psychology as this will form a real basis for any branding and follow-on design that you do.


2. Consistency promotes trust


Being consistent in your designs and having a recognisable look promotes trust amongst buyers, especially if your brand values align with theirs. Being consistent will show that you are a reliable business – consistent brand presentation across all platforms increases revenue by up to 23%.


3. Strong first impressions count


Good design should be seamless; bad design stands out in the worst possible way. It looks unprofessional, thoughtless and cheap. For example, if a website looked unprofessional, with broken links, mismatched content and strewn with errors, would it still give you the confidence to buy?


A good first impression counts, especially when, according to forbes, you and your business have just 7 seconds to do so.


Again, a strong visual identity creates trust amongst your audience and should not be underestimated.


4. Good design creates an experience


You’ve probably heard all about selling the benefits rather than the features, but what does that mean? It goes back to emotions again and painting a picture of what life will be like. For example, if selling a holiday, it’s not just about the facts; the flight times and the hotels – it’s about the experience, what it will be like, how it will feel with the sun on your back and the waves around your feet. You need to create the feeling for people to trigger their emotions and elicit a response.


5. Good design makes life easy


Don’t underestimate word of mouth, and social proof. (as I previously wrote about in the blog 7 things you should do each day to build your brand.)

If customers have a seamless experience and everything is easy to navigate, they will be more likely to come back and recommend you to others. This is very much part of building your overall brand and making sure the contact customers have with you is seamless.


• Is it easy for customers to send you a message on your website?


• Do you have lots of high quality images in your product literature, so customers can see what they’re getting?


• Is your marketing literature well laid out and easy for people to quickly find what they are looking for?


This can be make or break as to whether people continue with their buying journey or look elsewhere.


If you need help with your brand or marketing literature, get in touch to see how www.emmajaynecreative.co.uk can help.

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