Graphic Design: How often does it sway your purchasing decision?

We all say we do not judge a book by its cover. Yet, when we go to the library, our eyes seem to stop at the book that has the brightest colors, the one that is the most-uniquely shaped, or the one  whose texture is different from the rest. These were all decisions executed by a graphic designer to stand out on the shelf, grab your eye, and to ultimately lead you to cracking open the spine. 

We judge “books” by their covers every day. Are you guilty of buying something specifically because of its cute packaging? Personally, one instance that comes to mind was the time I bought Olly brand vitamins. I went to the store not in the market for a new women’s multi-vitamin. When my eye caught Olly’s unique shaped container, bright colors, and label that called me its “new BFF,” I knew I had to have it!

What about the opposite? Have you scrolling through a store or website and were turned off by a company’s ugly logo, poor package design, or their distasteful use of the font Comic Sans?

If so, you have experienced the reality that graphic design can make or break a sale.

Graphic Design Makes You Unique

In today’s age, it is often the branding of our products that makes it unique. There are millions of multi-vitamins out there, just like there are millions of hair salons, restaurants, banks, etc. You know what makes you different from your competitors, but do your potential customers?

Customers first perceive your company and product at face-value, from what you send them in the mail, the information they pick up about your company at a trade show, what your website looks like, and how your logo and signage is displayed on your storefront. Graphic design gives your brand the fresh face you want to put forward. It creates a consistent image that fosters familiarity to your company. Used in a way that speaks to your consumers, they will choose your company over another, simply based on appearances.

Is It Magic?

Graphic design is not magic, rather a science combined with an art form. Google famously tested 41 shades of blue before deciding what shade attracts the most clicks on the search engine’s hyperlinks. That may be overkill… but it is not uncommon for a company to do market research before settling on a logo or look for their brand.

Understanding your target market will help you pick out a creative way to display the facts about your company, product or service. The vitamins listed above are perfect for 20-something women, yet that product would flop if the target market was intended for gruff, 40-something men who tend to look for more basic, straight-forward packaging and may opt for a basic generic brand. Strategy is key, and design is what brings it to life.

Looking to rebrand and give your company a face lift? TRIO can bring your brand to life through strategic branding and graphic design. Contact us today!