When it comes to your business, you want things to function well for your customers and for your employees. This extends to not just your products and services but other aspects of your business as well, such as your online presence or the tools that employees use. Yet what does design really mean in this context, and why does it matter? Is it just about making things more attractive, and if so, how much does that really matter if aesthetics is not something customers come to your business in search of? In fact, good design is key even when it is not always the first thing you notice.
The Importance of Design
Design is not just about how something looks although that is one important aspect of it. It’s also about how something functions. Ideally, function and design complement one another. It doesn’t mean that your website, app, or other tool or product necessarily has to be beautiful, but it does mean that it needs to be something clean and organized that makes it easy to use.
Perhaps you need better fleet management within your company. Customers aren’t going to see this and you don’t need to knock anyone out with exceptional aesthetics, but you still need tech that is functional and offers a positive user experience to your staff. Fleet telematics software can be a great solution that does much more than GPS tracking and is designed in a way that will make it easy for your employees to adopt.
Having a Dedicated Site
One mistake businesses are increasingly making is that they are forgoing the need to create responsive websites in favor of simply having a social media presence. Having identified the social media platform where most of their audience congregates, they simply create a presence there and assume that anyone who is looking for information can find them. One of the problems with this approach is that it can be alienating for anyone who is not a regular user of the platform, but this is not even the biggest issue.
When you choose this approach for your business, you are establishing the main point of contact on a platform that doesn’t even belong to you. Even if you post your logo and pictures, your page looks like everyone else’s. While social media can be a great way to support your online presence and drive traffic to your site or your brick-and-mortar business, you need a place you can call home online with a unique design that users will associate with you.
A Design Strategy
At the center of how you use design within your business should be a clearly articulated strategy. Your strategy should involve identifying your audience, your message, and your objectives and deciding how various elements, such as your choices of typography, logos, and color, convey a message to your customers. This approach should be consistent for in-house tools and materials as well. You should look at where you are using design throughout your business and where improvements can be made. Market research can give you some data to help you with this.