Why Good Design Builds Client Trust
By good design, I mean the image of the business, the branding, the marketing materials—how that business connects to its clients. Good design can be clean, straight to the point, creative, artistic, innovative or beautiful. What all good design has in common is thoughtfulness and intentionality. It has an awareness of who is going to experience it and how they are going to feel. If you think clients don’t care about your image and how they experience your brand, let me prove to you that your clients do care and why good design builds trust.
Good design means that you’re probably intentional and thoughtful.
Let’s talk about the whole “judging a book by its cover” falsehood. If someone cares about the content then they care about its presentation to potential readers. Why? Because good design requires thoughtfulness and intentionality. When the cover of a book is well-designed, as readers we trust that the same care and intentionality was put into the content. As readers it’s okay to confess—if the cover is designed well, we’re more likely to be interested. The same is true of your business.
It shows you care about their experience.
The number one reason that we are sending the wrong message is that we haven’t taken the time to try to send any message at all! If we don’t care about how people experience our business before they meet us, why should they trust we will care after they walk through our doors?
Good design is memorable and therefore familiar.
Now more than ever, people’s lives are saturated with images, information, and messages. We all rely on our instincts to guide us through these endless possibilities and connections. It is a testament to good design and strategic marketing then a brand stays at the forefront of your mind, or that you even remember their name. Good design is like laughing at a Geico commercial, it’s personal, memorable and even likable.
And finally, it means you care about making the world a more beautiful place.
There was once a time when people spent years and lots of money to add finishing touches to a building. These details may not have even been easy to see but they added to the overall worth and beauty of the architecture. There was no ulterior motive in making these buildings incredibly intricate—it was an end in itself. People saw it as a necessity. These values don’t really exist today and it’s sad. We need to see the value of good design because the world deserves it, people deserve it and your clients deserve it.
These are some of the assumptions our clients may be making:
- A business with a carefully crafted message values thoughtful communication with its customers.
- A business that’s attentive to digital trends is more likely to adopt new technologies that help them do their job better.
- A business that values cleanliness in their advertising values cleanliness as they work.
- A business with well-designed marketing completes well-designed projects.
—and so on. Maybe you see yourself in these. Or maybe, you see yourself in the inverse of these. If you’ve ever wondered why people assume the things they do about your business this might be a good time to take a step back and interpret the message you send through your design.
It sends unspoken proof that you will devote the same care, resources, and intentionality to work for your client as you have to craft this message to them.
Let’s be clear—there is “design” and then there is good design just as there are “businesses” and there are really great businesses. The question to take away from this is simple—what does your design (or lack of it) say about your business?