They say writing about music is like dancing about architecture. The same goes with talking about design. It’s got a language all its own. It (hopefully) provokes an emotion. It’s subjective. It’s hard to describe. You just know good design when you see it.
If you place a few ads on a table, the best designs often stand out immediately, even to a team of accountants. People tend to be drawn to things not just because of what they see, but unconsciously because of what they feel. A good designer knows how color and texture and shading can incite emotions. And the feeling is often subjective. The same design that connotes luxury to one person may evoke warmth and comfort to another. Most people won’t know why it makes them feel that way, and they won’t bother to question why, they’ll just go with the feeling.
So often in the rush to get marketing materials out the door, or to squeeze costs, strong design is the casualty. That’s a shame. When you think about how much information people are exposed to every day, and how short attention spans have become, why would a smart marketing person seek to limit the number of ways a potential customer might be engaged?
Given how the human brain works on so many different levels at once, does it make sense to scrimp on something that could well be the thing that makes a potential customer stop and (unconsciously) say, “Wait a second. There’s something about this that speaks to me and I need to pay a little more attention to it.” There’s significant return on an investment in good design, and smart, successful marketers don’t settle for less.