Design as a competitive advantage
We have heard a thousand times that we live in an era of infoxication. Given our continuous exposure to stimuli, consumers have become immune to content and brands. It is getting more and more difficult to reach our target audiences and get them to listen to us.
In this context, companies have to look for strategies to be relevant and one of them is design as an added value of our brand. That is, to use colours, typographies, images and compositions with the aim of attracting the attention of our receivers.
Today, more than ever, aesthetics gain importance. The new generations have a great aesthetic sensibility since the vast majority of contents that we receive are visual or audiovisual. This makes even more evident the need for brands to integrate the idea of design into their activity.
Design creates brand and experience Design reaches you through the sense of sight and inevitably communicates. Regardless of whether our output has an attractive aesthetic, or if it does not, it generates a perception in the audience. If our products, services or presentations have a captivating design that is also consistent with the positioning of the company, values working positively for the brand will be communicated. On the contrary, if we do not take care of the design, we will not be managing effectively the image we want to build in the mind of our target audience. Designing consists of creating a visual experience. How we dress the information, the product or the service makes the way it is experienced different. Taking care of this experience can help our brand generate more engagement and tell relevant stories for our audiences. The golden rules Design is not just for designers. We all have our own aesthetic criteria. We know how to discern what we like, what overwhelms us, what bores us ... In the end, for a good design, we have to take into account a key factor: people. We must know the user in depth, put ourselves in their place and think like them. There are other aspects to consider. On the one hand, we must build a clean and neat experience to ensure that all content reaches the receiver clearly. We can achieve this by correctly hierarchizing the information and being minimalist. It is the famous "Less is more". On the other hand, we must follow a consistent approach in all the pieces that we create. If we don’t, every content will be communicating different values generating a diffuse and disordered image of the brand. Besides, to ensure good design it is important to keep up with the latest trends, something relatively simple today thanks to daily contact with social networks and advertising content.
In conclusion A company that puts design at the centre of its activity is an innovative and up-to-date organization. Design helps keep brands updated and allows them to offer content in a more attractive and relevant way. In short, in a world so saturated with information, design can be an element that creates an advantage over the competition.
Anna Gimeno & Irene Lucena