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Why Good Design Matters?


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Why Good Design Matters?

Latoya Burris

The main point I like to emphasize with my clients is that a good presentation leaves a lasting impression. What do you want your customer to know about your business? How do you want them to feel? Have you ever walked into a store and been treated poorly? This leaves a negative first impression and drives away business. On the other hand, can you think of a time that you felt so connected to a brand you immediately felt good about yourself and the product? Below are two important factors to consider when building your brand and telling your story.

Give the customer a reason
to trust your brand

It is easy to put yourself in the customers shoes because we are all consumers. For example, my close friend Iya Thomas frequently went to bashes, parties, cruises and destination trips for plus-size men and women. She identified that people like herself wanted to go out and have fun, have a variety of options, and most importantly, feel comfortable while doing so. These experiences led her to launch Shapely Events, a site dedicated to helping plus-size men and women find events and gatherings. So when Iya came to me with her business plan and I said "you know what, that's actually a good idea”.

Photo: Shapely Events

Photo: Shapely Events

Iya knew that finding plus-size friendly activities required a lot of leg work. Event goers had to constantly stay linked to Facebook groups and websites, which consumed a large portion of time and energy. Shapely Events addresses that issue by providing a website that organizes and lists all plus-size specific events in one place. Visitors can purchase tickets, get details, share with their friends, etc. No more overwhelming research needed!

Now, one year later, Shapely Events has garnered much attention through their comprehensive list of quality events, plus-size merchandise and business-to-business marketing services. With the help of my services, its SEM grew, its social media following went from 200 to 823 and the website has become a portal for the plus-size community. More growth is expected with the launch of their own events like the "Rock Your Rolls" seminar, which covers topics like love and body confidence. The success of these events, along with a unique look and personality, has gained the brand much trust and respect with its customers.

Increase sales and impact society with design

In order for your business to succeed, you have to have a good product/service and a sterling message such as in the case of Dove. Recently Advertising Age published an e-book titled the Top Ad Campaigns of the 21st Century . From which I can really drive my point on how a strong message and design can impact consumers and society at large.

Photo:  AdAge , Top Ad Campaigns of the 21st Century

Photo: AdAge, Top Ad Campaigns of the 21st Century

The objective of the Real Beauty campaign by Dove was to draw attention to how society viewed and considered what beauty looks like and secondly to sell soap. This campaign was ground breaking and bold, and belongs on a list of its own according to the publication, Advertising Age judges. This 10-year-old campaign began in London and Canada with a billboard that asked motorists to vote on on whether the women pictured were "fat or fit" or "wrinkled or wonderful?" Which kicked off a conversation on social media about society's beauty standards and became a viral hot topic.

Photo:  AdAge , Top Ad Campaigns of the 21st Century

Photo: AdAge, Top Ad Campaigns of the 21st Century

One of the creative team at Ogilvy, Toronto, Nancy Vonk thinks that the campaign didn't change the world but had an impact. Which one can see in the sales increase from 2.5 billion to well over $4 billion. Which is great for Dove but it shows that the new consumer wants to spend their money with a brand that they can relate two with their own personal value systems. Which leads to investing in that brands products because supporting that brand can support a cause that you want to stand behind.

According to Jane Kestin, another creative at Ogilvy:

"This next generation of consumers is all about affiliating themselves with brands that align with their own personal value systems."

What makes Dove amazing was they did more than make a point or challenge beauty standards but they took it a step further and created The Dove Self-Esteem Fund that was founded in 2004 to help the next generation of women grow up feeling happy and confident about the way they look. The project delivers self-esteem education to young people (primarily girls) aged 8-17 years through lessons in schools, workshops for youth groups, and online resources for parents.

So this is what it looks like to not only sell a product because you believe in what it can do but also have a social impact and stand behind your message. I think it's a mistake to ignore the importance of branding or delivering a good representation. So I challenge you to take that step today and let's get to work to launch or brand on the right foot.