Breaking into any given market is a bit like being blindfolded. You know you have a great product or service, but unless the positioning is right, the strategy has a fifty percent chance of failure. The right positioning consists of a series of elements including design, which arguably has the power to make or break the whole implementation.

Design is much more than just a visual representation of a product, brand or service. Brand design or visual branding, when done right, approaches all aspects of a business – from its digital persona, user set, goals, packaging, and the list goes on. This is where the difference between ‘designing for a brand’ and just ‘designing’ comes into focus. Simply designing something creates a distance from the design to the brand, ‘designing for a brand’ engages the designer and involves collaboration with founders, marketing teams, and brand or project stakeholders.

There are many qualities that affect the consumer through design, we explore the high levels:


Presentation is everything, or so they say and design is the first stop in creating consumer engagement. In order to make even a hint of a connection, it must evoke some sort of emotion in the user for even a chance to move to the possibility of a conversion. The element of perception is an important facet of a brand’s place in the market. If a designer or even the marketing team is not clear on how the brand should be seen and to whom, it can be difficult to reach the intended markets. Designing for both the brand goals and the user set to be reaches is essential to capturing market share.


One of the most difficult to gain, but critical aspects of the consumer/brand relationship is the trust factor. Any company who wants to compete in the marketplace must have a digital persona in some form, and trust is an essential part of this representation. Beyond leaving a good impression, trust encompasses multiple areas of this delicate relationship and design is the conduit. Digitally speaking, studies have shown that websites poorly designed are not trusted nearly as much as those designed well with clear navigation and content strategies. The same can be said for packaging; consumers who perceived packaging to be below the standard viewed the products to be sub-par.


The ROI on design is rock solid, with companies that put an emphasis on design far outperforming those that don’t. Put simply, investing in visual design and brand strategy is a benefit to the bottom line of a company.


Well designed assets that surround a strategy allow content, imagery and brand vision to be more easily understood. Content that is designed in an intuitive manner will quickly commit to memory, making it more likely for a consumer to become a long term brand ambassador.

Design is no longer just aesthetic. True, it is inclusive of color, type and graphic elements – but these are just the tools that a designer utilizes to tie information together to communicate, creating a union of the brand itself.