Good design can make or break your business | Think about real estate

Creating good design that delights customers is good for business

Brilliant designer Paul Rand, who has created logos for IBM, UPS, ABC and many other companies, wrote in his book “A Designer’s Art” that “design is your brand’s silent ambassador.”

Design is more than the appearance or layout of something. Good design understands your customers’ needs, wants, and tastes and takes them into consideration to create an emotional connection to your business and brand. This emotional connection should be communicated in the images, fonts, color selection, and persuasive language you use on your website, and it should be consistent across all social media platforms, signage, and customer experiences.

Benefits of good design

The whole point of good design is to create a customer experience that delights the way your business operates and the business processes you have in place, so customers can’t help but tell others about the experience. positive and the feelings they have about your brand and business. Your returns on your design investment will be greater with each client and through the additional business they generate through their word of mouth referrals.

Here are some of the benefits of investing in good design:

  • Customers are usually willing to pay more for a well-designed product or service.
  • Most adults have an average attention span of 5-10 seconds. When an individual browses your web page or offer, they are attracted by images and short titles that grab their attention. Think: Nike and “Just Do It” paired with the “Swoosh” logo. Design creates an emotional connection for every stakeholder in your business. Good design generates interest, solves problems and creates opportunities.
  • A March 14, 2018 article on crowdspring.com titled “7 Proven Reasons Why Good Design is Good Business” demonstrates that companies with strong design have outperformed companies with design low of 219% on the Standard and Poor’s over a 10 year period rating. Notably, 48% of customers said website design was the #1 factor in determining company credibility. When it comes to logos, a memorable logo is 71.6% more likely to get a positive response from consumers, especially when paired with an emotional tagline. In the digital age, businesses only have seconds before customers make up their minds. In fact, the article states that people can make up their minds on a business or brand within 17 to 50 milliseconds of landing on their website.

Where to start

The starting point of the design process is with your customers. Think about their needs, wants, and problems. During the design process, consider your client’s preferences rather than your own. A good design solves your customer’s problem and touches the emotional center of your customers. Try to reach their heart.

People choose beauty-based products or services, and they’re willing to pay more for them. People believe that beautiful things work better. So, design your business and your brand by providing a great experience for your customers. People emotionally connect with a company or brand, both positively and negatively. Be intentional about the experience you create for them.

Elements of good design

Design for efficiency. Tell a story through your design that creates an emotional connection to your business or brand. Use images that help tell a story and create an emotional connection to your message and design. Consider, for example, depicting childhood and feelings of safety by including images of families playing carefree and creating memories. These photos create an emotional connection through the story they tell and connect your brand or business to that story. Your design should evoke positive emotions in your customers while supporting your company’s principles and mission. People connect with a brand that they believe shares their values.

Good design is also about how something looks and works, so make your website easy to use and intuitive. Website copywriting should be easy to scan while giving visitors the information they need and expressing your brand’s value proposition. Remember to be consistent in your messaging across all platforms. You don’t want to confuse your customers with multiple messages and emotional connections.

Who should be involved?

All key people should be involved in the design process, starting with the end user and everyone responsible for delivering the customer service experience you’ve designed together. Customers should be delighted, and suppliers and employees rewarded, for delivering the designed experience. Everyone involved in executing the design should feel that they will benefit from the success and additional business generated by the company and the brand.

Does your design work?

Once your team has decided what you want customers to think of your product or service, set specific goals and KPIs tied to your design. The number of unsolicited positive reviews of your product or service would be an example of a way to measure the success of your design.

When is the design process complete?

The design process is an evolving effort as the business environment, your customers’ tastes, and technology all change. Regularly review your KPIs to assess the health of your design. If the results have changed, don’t be afraid to seek input from your customers and those who directly provide the customer experience.

How does design make or break your business?

When your customers feel they have a connection with your brand and business and are thrilled with it, you will reap the benefits of greater customer retention, more revenue per customer, and more people interested. to engage with your brand and business. As a result, you will need less money to replace lost customers or to generate new customers without the help of your existing customers.

We also know that people are more likely to report a bad experience. It’s very easy for a brand to be affected by bad reviews, and bad news tends to spread quickly. So seize the opportunity and delight your customers with a well-executed design that makes them feel emotionally connected from the moment they land on your webpage or interact with your brand in person.


Jeff Roth has been a licensed realtor in Michigan for 15 years. Roth specializes in investment properties in Southeast Michigan. You can learn more about Roth’s practice at www.moregroupmi.com/staff/jeffroth. You can contact him at [email protected]


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