When running a store, it is crucial for business owners to promote their products and services effectively to attract customers. Many believe that merely informing customers about the offerings is sufficient. However, without a solid understanding of branding and design, promotional materials might fail to stand out in a competitive market.
This is where effective branding plays a pivotal role. It emphasizes your messaging and aids customers in understanding your products/services, thus facilitating better engagement.
Most business owners without a formal education in design might wonder how they can implement successful branding strategies. Even when hiring a designer, having a basic understanding of branding principles is essential. This knowledge enables you to request designs that genuinely increase sales and create impactful promotional materials. Customers who understand branding tend to achieve better outcomes from the same promotional efforts compared to those without any design knowledge.
Designers take your requirements and apply professional layout, color, and shapes to craft a message that resonates effectively with your target audience. When a designer with a deep understanding of visual perception and advertising psychology handles your branding project, the promotional impact is significantly amplified.
So, what basic branding knowledge should you have when trying to promote a product or service?
Understanding how promotional materials are visually perceived is fundamental. According to R.F Wilson, 84% of all human learning occurs through sight. Recognizing the role of visuals in motivating purchases can provide significant motivation to learn essential branding knowledge, helping to frame your learning path.
Consider this: while consumers may remember only 10% of what they hear, they remember as much as 50% of what they see. This highlights why focusing on visual information delivery is crucial when conveying messages.
An interesting observation is that customers who directly experience a product or service in-store can remember up to 90% of that interaction.
For instance, the Simmons mattress brand once created a pop-up store without actual mattresses but offered various goods and visual delights. Although the products weren't directly available for trial, the store made a lasting impression, enhancing brand recognition through visual experiences.
This is primarily done through shapes and colors, which interestingly, are perceived in different ways. Shapes tend to influence our rational side, while colors affect our emotions. Many brands successfully use color to enhance product or service recognition; think of Coca-Cola's iconic red.
Note that the meaning and symbolism of colors can vary significantly across cultures, regions, and countries. This is particularly important to consider if you plan to expand internationally.
By considering these aspects in your promotional materials and initial store branding, you can expect distinct outcomes. Numerous complex factors influence a customer's decision to purchase a product or service. Properly designed materials not only meet these complex needs but also distinguish your offerings from competitors, thereby adding value. In summary, design is the most convenient and effective tool to enhance the intrinsic value of your products and services when advertising.
I firmly believe that branding is the backbone of effective communication between a business and its customers. It not only captures attention but also sustains it, transforming casual viewers into loyal consumers. Through my experience, I’ve seen that strategic branding can dramatically elevate a company’s visibility and impact in the marketplace.
Stay tuned for more insights as I continue to explore and share valuable information on the transformative power of branding in upcoming OPRIME DESIGNER posts.