I’ve written previously about the benefits of good design. In this article, I offer three additional attributes of strategic design which provides you with even more reasons to hire a professional designer.
1. Strategic design is captivating…
Recently, I experienced something that caused me to assess the value of good design. Believe it or not, it was a video. More specifically: the title sequence for the Red Bull Signature Series, by Vogner Creative Design Studio. This video caused me to stop channel surfing and watch an actual surfing event.
For most of us, when someone mentions surfing, Jeff Spicoli comes to mind. But it wasn’t like that. As I watched the competition unfold, I began to appreciate the athletic talent, the creativity and sheer guts that it took to do. In fact, I concluded that anyone who would allow themselves to be dragged up the face of a five-story wall of water – that’s poised to crush him – and then stand on a tiny piece of Styrofoam to calculate the most daring escape route, is to be admired.
Even though this video aired only once during the episode, I kept watching in hopes of seeing it again. I was so enamored that I spent the next two hours watching an event, which I knew very little about and had no stake in its outcome. In the interim, I became a fan… not just of surfing, but also of Red Bull.
So how does this relate to your brand? Well if a simple video caused me to invest a couple of hours, how much more would an eye-catching package design, an intelligent user interface or a useful wayfinding system do for your brand?
2. Strategic design is seductive…
This video has so many outstanding qualities — on target messaging, cutting-edge graphics, amazing post production — but the one thing that immediately stood out, was simply how aesthetically beautiful it was. The entire composition was so much more than the sum of its parts.
While several factors go into any design, when I’m designing, my primary consideration is how best to entice your audience. Because if I fail to draw them in, everything else I do is pointless.
Without an enticing lure, your prospects will never take the bait.
Once you have their attention, It’s up to you to help customers know more about your brand; to appreciate its personality; to reinforce its values and principles. But until your prospect is seduced, he or she will never care about your brand’s other amazing attributes.
3. Strategic design is an emissary…
The truth is, I have long admired Red Bull’s marketing tactics. They have a full grasp of their Gen Y audience. They know that members of this demographic want to be involved and love railing against the powers that be. So by fabricating totally unconventional events – Flugtag, Air Race, Stratos — while sponsoring more mainstream events — Formula One Racing, America‘s Cup — Red Bull has been able to engage this highly prized demographic, better than any other brand.
The video — with its kaleidoscopic color palette, malleable triangular grid, death-defying action and inspirational message — epitomizes the Red Bull brand and the philosophical perspective of its audience members. The fact that I — someone who doesn’t exactly fit Red Bull’s target audience — was drawn in, is simply a problem most brands would love to have.
When done right, strategic design symbolizes and even defines your brand. Like other aspects of your brand — essence, commitment, personality, values — your audience will attribute the undeniable impact, that strategic design brings, to your brand.
Let strategic design work for your brand…
So if you’re tired of your brand being a wallflower, in its respective market, then perhaps it’s time to get your brand out on the dance floor. Maybe with a few stylish moves, your brand will begin to attract the right kind of attention. Perhaps prospective partners will begin to take notice, and choose to dance with your brand. Who knows, once they get to know your brand, they may even decide to build a long-term relationship.
If that’s what you want for your brand, then let’s get together. Let me help your brand become the center of attention. Once prospects catch a glimpse of your brand, they won’t consider any other.