24 May Does Graphic Design Really Influence Consumer Purchasing Decisions
There is no form of branding strategy you can come up with that won’t include graphic design. The experience and art you put into designing graphics for your brand will determine if they will; like to patronize your brand, have it at heart, and make another purchase. Lets see how graphic designs influence consumer purchasing decisions.
This is how it works;
01 Graphic Design Increases Brand Familiarity
Research shows that 76% of shoppers decide to buy right there in the store. The way in which shoppers make these decisions is solely based on how they perceive the product, or maybe they have used the product before. Now the issue is, there are too many products on the market that are in many ways similar to yours.
To be able to make a purchasing decision, most people stick with famous products because they believe they are widespread and has already gained public trust. Nielsen says that 60% of customers say they prefer buying products from a familiar brand than using one they’ve not tried out before.
With this, you can see it’s difficult to beat already famous brands like Adidas, Fendi, Gucci, etc. to make your product relevant, don’t try offering more quality for a lesser price. Instead, you should focus more on creating a distinctive graphic design that shines.
02 Graphic Design Helps You Tailor Your Brand to Your Customers’ Needs
Now picture these two marketing scenarios and choose the one you think would be more productive. The first one is; you are trying to sell a product, the next thing you do is to begin throwing items at your customers face, or you would instead conduct a survey to find out who your customers are so you know what exactly to give to them.
Conducting a survey is no easy task either; you will have to carry out detailed target audience segmentation. This means that all bio date ranging from age, gender, income, and location will have to be looked into. You might as well gather their marital status too. All these will help you create your buyer persona. With the information you have collected, you will be able to anticipate their purchasing habits and preferences.
This is how detailed target audience segmentation will benefit you to influence consumer purchasing decisions; if your end users are Millennials, it means you have to be super creative with your design. From your website to your logo, the design has to come with crazy fonts and colors. Maybe you’d like to design a product that will send them back to the 1990s when they were kids to evoke memories.
If your product is directed to the elderly let’s say a super-expensive perfume, then your graphics design should tend towards the more mature side. The packaging itself should be elegant with not so bright colors. In this case, bold fonts, dark colors, fancy patterns, and the minimalistic approach might do wonders.
03 Every Color Has Its Own Emotion
According to statistics, over 85% of people believe colors used in designing a product, plays a significant role in their shopping decision. Ever wondered why children products and books contain so many images? Well, the idea behind it is the use of colors to attract attention and create an impression. The human brain process images 60,000 faster than text, so they are likely to remember the story with images than text.
In designing graphics for your brand, bear in mind that each color comes with a different feel or emotion so choose them carefully. For example white represents purity, so most hygienic brands do have white scattered randomly in their products. Also, blue packaging serves the color of sky and sea. It has a soothing effect and represents sincerity. Many famous brands use blue, to insist on their reliability.
On the other hand, red is the color of both blood and fire. Apart from that, the color red is also believed to stimulate hunger which is why food manufacturers use red as part of their brand color.
04 Product Packaging Evokes Nostalgia
When you think of Christmas, what’s the first thing that comes to your mind? Is it the smell of cookies? Or maybe it is the sight of the Coca-Cola’s new ad.
That’s true – many people link Coco Cola’s commercials to the start of holiday season. And, as they have been investing heavily in branding themselves for the holidays ever since 1931, it’s not surprising at all that they have become a real holiday brand.
Truth is Coca-Cola is not the only company to invest in holiday branding strategies to increase sales so what then makes them stand out from the rest?
Allow me to let you in on the secret; it is all based on the kind of feelings triggered in consumers. From their TV commercials to their product packaging, the goal is to evoke nostalgia. Recently, the art of inducing nostalgic feelings to marketing methods has become a powerful branding and customer acquisition techniques. Successful product companies like Coca-Cola, M&S Biscuits, Olive & Sinclair Chocolate, are a few among so many that have implemented this strategy and had experienced massive success.
05 Back To You
In the end, you should have realized that brand building takes time because hey! You’re coming to tell them to choose your product over a product they have come to know and trust. Don’t expect to make more sales in a short time span; try to stay relevant to your customers and the best way to kick-start this process is by coming up with a captivating graphics design.
It gives you a fantastic opportunity to set your business apart from the sea of similar companies. Most importantly, it allows you to build a recognizable visual brand, wrap your products impeccably and, most importantly, deliver personalized customer experience and influence consumer purchasing decisions.
How do you use graphic design to drive more customers?