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Opinion

Why investment in design is crucial to businesses

Rich Dean, Creative Director

By Rich Dean on

Supersonic Playground Ltd

Investment in design is probably one of the most important decisions a business can make, but it’s often one of the most overlooked. Traditionally, design has also been one area that is difficult to tangibly measure. But there’s a well know saying that I think is particularly relevant:

“You never get a second chance to make a good first impression”

Your company’s branding, website and printed materials are often the first points of contact for potential customer’s and clients, and making a bad impression can be very costly.

How many times have you been looking to buy a product or service and visited a potential supplier’s website, only to decide not to proceed based on your experience of their website?

There are many factors that may have put you off. Perhaps the company didn’t look professional enough. Perhaps their content was hard to digest or their design was too busy. Perhaps the website was hard to use, or didn’t work well on mobile or tablet. Perhaps there weren’t enough assurances about their products. Most of your decisions were probably subconscious and happened in the blink of an eye.

However, what’s more important is that your potential customers are scrutinising your website in exactly the same way. Can you afford to lose business? Because if they’re not on your website, they’re probably checking out your competitors.

Image of a woman browsing on an iPad

Fortunately, these hurdles are easy to overcome through investment in great design. A thoughtful rebrand or redesign can ensure that your business is perceived as professional, trusted and established, and ensuring the new design is optimised for mobile phones and tablets will ensure you have the widest possible reach. The effectiveness of print-based design has traditionally been harder to monitor, but with digital we have much more control. Tools like Google Analytics allow us to measure a wide range of metrics, such as where visitors come from, how long they stay on your site, how and when they leave, and even how many of them visit on mobile devices.

All these improvements can have a profound impact on your online success, providing you will real return on your investment and ensuring you make the best impression, first time and every time.

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