BEST PRACTICE
Meaghan Branham
is the managing editor for i4 Business, where she oversees the company’s digital media strategy, handles client relationship marketing for the print and digital magazines, and serves as one of the publication’s lead writers. A native of Brevard County, she splits her time between Central Florida and Nashville, Tennessee.
Marketing
DESIGN CAN PUSH YOUR BUSINESS TOWARD SUCCESS
When it comes to design, consistency is absolutely vital to your brand. It makes your brand more memorable, increases loyalty and creates the impression of a strong identity.
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s a species, we are visual creatures. The brain processes visual information 60,000 times faster than text, according to a report from 3M Company. What does this mean for your business? That design in marketing is not something you can afford to skimp on. From your advertising to websites to the product itself, design plays an invaluable role in how audiences feel when they think of you, and how they feel about coming back to you. Consider these points: •
— Meaghan Branham
A Design Council study of 63 companies showed organizations that put an emphasis on design outperformed the Financial Times Stock Exchange 100 index by 200% over the course of a decade. www.harvestmedia.com/blog/howdesign-impacts-your-business-success
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According to Tyton Media, 94% of people cited web design as the reason they mistrusted or rejected a website. www.tytonmedia.com/blog/6-thingswebsite-needs-get-more-clients
62 MAY/JUNE 2021 | i4Biz.com
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Sixty percent of marketers agreed that visuals played a huge role in creating an impact. https://line25.com/ui-uxdesign/visual-design
Still, many CEOs take for granted just how important good design is in a marketing campaign. Here, we’ll take a look at a few aspects of design that make a huge difference, and how you can leverage them for maximum benefit.
The Psychology of Color
The right color choice has the power to evoke certain feelings in your audience, to direct their eye, and to create a cohesive and memorable piece of content. There is an entire school of thought around how colors can influence consumer behavior: color psychology. Here are some of the most commonly used colors and the feelings they can create in consumers: • •
Red. Often associated with high energy, urgency and appetite, this color is commonly used by fast-food chains. Green. Symbolizes health, tranquility and nature. You might notice that
