Using Effective Design to Engage Users
Design is one of the most important considerations when you’re contemplating upgrades or an overhaul to your website or print materials. While there is no substitute for appropriate messaging, the design of your printed piece or your website is the first thing a user responds to. Design often determines whether a user engages in your message or abandons your website, deletes your email newsletter or tosses the brochure you spent a lot of money on. You have only a few seconds to grab someone’s attention, and you have to get it right.
Design generally refers to:
The overall layout.
Is the piece designed in such a way that it’s easy to navigate or read? Does it lead the viewer through a logical progression of the message at hand?
Color sends a powerful psychological message, and it’s important to understand how it will affect your users. What colors are most appropriate for what types of businesses? How does color influence perceptions of your business and actions by your prospects?
Illustrations, clip art, charts, icons, line art, etc.
The types of images that are created with a graphic design program or illustrated. Icons are a really effective way to communicate a message without taking up a lot of room on a page. To be most effective,icons need to be familiar and clearly indicate what they are meant to communicate! Think of a shopping cart icon on the top of an e-commerce website. You instinctively know that if you click on the shopping cart, you can complete your purchase. It’s familiar and it takes up a lot less room than a link that says “Complete your purchase here.”
The saying “a picture is worth a thousand words” could not be more true. Consider the following:
This is a photo I took while designing a website for a local bakery. If memory serves, they are cake balls dipped in chocolate. While there should definitely be a description to make these delights as tempting as possible, the first thing any viewer is going to see is the photo. The photo is going to determine whether someone reads the description, and no amount of text can possibly communicate the yummy-deliciousness like this photo can!
If you really want to engage your audience, use photos of people.
Photos of people draw us in and can create an emotional connection. While not appropriate for every design application, they can be used very effectively to help communicate who you are, and they can immediately form a bond with your audience if the subject is someone they can relate to in important way.
Used properly, graphic design can engage, influence and convert your audience into action.
Would you like to find out more about how effective graphic design can improve your brand image and your marketing materials? Call me at 614-507-0705, or send me an email. I’m always happy to answer questions and find ways to help improve your marketing program in many different ways.