Whether you realize it or not, design plays an important role in your life and communicates a lot about you and your business.
At jdp, we view our work through the lens of improving communication. Our ultimate aim is to bring more customers to your business, and a huge part of that challenge is to speak to your customers in a way that appeals to them.
The problem with the term “communication” is that too often we associate it with the spoken or written word, but at jdp, we constantly emphasize the role of design in communication. Design is a language. You can be saying all the right things, but if your design doesn’t connect with your audience, you’re not maximizing your potential.
First impressions are everything
Even the most enlightened of us are superficial when it comes to first impressions. It’s almost impossible not to judge someone on some level based on what they wear, their haircut, or their choice of makeup.
Have you ever walked into a cafe, bar, or restaurant, and just turned and walked out because the “vibe” wasn’t right?
The same is true of websites. Did you know that the average time spent on a website is just 15 seconds? That means you have 15 seconds to convince your customer that yours is the website for them.
Exactly how much can be communicated in 15 seconds? Well, given that the average person reads at a speed of 200-250 words per minute, in 15 seconds, the customer would read around 62.5 words or less. But of course, nobody spends all that time reading content, they’re also getting a feel for the images, the design, and the layout of your website. If the website
Design as nonverbal communication
They say that 70-93% of all communication is nonverbal. Body language is often given as the primary example of nonverbal communication. Think about the level of contempt that can be expressed with an eye roll or the amount of support communicated with a pat on the back.
Voice is another oft-cited example of nonverbal communication. A classic exercise is to think about how many different ways you can say the word “hello”. Compare how you would say the word “hello” in the following situations:
- When you bump into an old friend in the street
- When answering an unwanted phonecall
- When greeting your dog after you come back from work
- When you’re about to deliver some bad news.
Voice and body language serve as two very strong examples of how powerful nonverbal communication is.
Design is less often referred to as nonverbal communication, but let’s consider the following scenarios:
- Imagine walking into a high-end “boutique” shop where the items are bunched together on a sales rack. What does that say about the store and what does that do to the perceived value of the items?
- Imagine you want to enroll your child into a nursery, you visit a nearby nursery with good reviews, but its austere interior makes it look more like a county jail.
These examples prove that design is a language that can undermine your verbal communication.
If your design contradicts the message you want to convey, it indicates to the audience that you may not be completely honest, or that you lack consistency and reliability.
Instead, you want your design to complement and accentuate your business message and aims. When it comes to web design, think about how color, graphics & imagery, typography, layout, and navigation can enhance the appeal of your business to your target audience.
Not sure how to create consistency in your web design? At jdp, we lift the hood on your business to discover your real strengths and find the most effective and efficient way to communicate those strengths with your audience. Get in touch or book your free consultation.
