The main task of the designer is to shape the product in such a way that it is not only beautiful but also convenient. Good design should:
- Meet the consumer’s needs.
- Solve a specific problem. Each detail should fulfill its function, and not just be present.
- Be catchy. This is what builds brand awareness and, consequently, loyalty to it.
- Be in line with trends. If the design meets modern trends and uses the latest technologies, it will attract the consumer.
- Combine small details to get a single mechanism.
- Be ergonomic. Good design always aims to make the interaction with the subject simple and straightforward for the consumer.
What are the advantages of a good design?
Design helps companies drive profit. This is proven by a recent study by McKinsey. Over five years, experts collected data from 300 companies and found a noticeable positive correlation between the level of investment in design and the financial success of the business. This is because design significantly affects different metrics in business and marketing.
Increases brand loyalty
If a person experiences positive emotion from using the product, most likely s/he will come to the store or place an order again. At some point, the commitment becomes so strong that a person is ready to purchase a product without comparing it with others. This is one of the factors that form brand loyalty. This happened, for example, with the iPhone. Even though Apple devices are one of the most expensive. On the market, there are queues for new phone models, and buyers are ready to pay for them an amount equal to several salaries.
Increases brand awareness
Good design is memorable. If a product has an easily recognizable trait or function, consumers will start to differentiate it from the rest. Subsequently, this feature becomes the hallmark of the brand and forms associations with it among the audience. So, for example, everyone knows the color of Tiffany & Co boxes, which has become iconic and even protected by copyright as a trademark.
Forms a framing effect
The psychological phenomenon is that context influences consumer decision making. A person reacts differently to the same information with a different presentation. The framing effect is used in marketing and design to influence shoppers. It is described in detail in Phil Barden’s book “Hacking Marketing. The science of why we buy.” One example in the book is Starbucks coffee shops. The price tags in them are much higher than average, although the customer will not be able to distinguish this coffee from any other by taste. This is where context comes into play: ethnic music, exotic scents, addressing customers by name – this is the premium atmosphere that Starbucks guests around the world pay for.
There is hardly a single iconic brand or product with a mediocre design. This is the ultimate proof that responsible design is worth the investment and brings companies not only financial success but also visibility.