SMALL DETAILS THAT INFLUENCE BIG DECISIONS

Customers want to have a perception of a certain business or company before they walk through the front door. They want to know what they are walking into and what to expect. A menu photo, promotional post, sign, or even the structure in which the information is organized and presented to the customer influences what each customer expects from their experience before ever interacting with the business. This is where a small detail can influence a big decision.

SMALL DESIGN CHOICES, BIG CUSTOMER REACTIONS

There are specific design elements that, as a marketer, you must take into consideration:

• Typography: Is the information easy to read?

• Spacing: Does the design feel organized or overwhelming?

• Images: Does the photo apply to the product, and does it make it look appealing?

• Color: Does the color scheme match the brand?

• Message: Is the message clear?

• Consistency: Does the same branding appear across all signs and promotions?

Each one of these elements can influence whether a customer decides to interact with the business. Keep in mind that some elements will be more important than others depending on the type of business and its target audience. In my experience working in the restaurant industry, when it comes to signs and promotions, customers tend to focus more on the visual appeal and presentation of the food being displayed. For example, if a promotion has too much text, customers might overlook the offer. If the menu is crowded, customers might struggle to find what they want. If food photography looks low quality, customers might associate that with the quality of the food. Every design choice shapes the customer’s first impression of your business.

DESIGN HAS TO MATCH THE CUSTOMER

Every business has a target audience, and your job as a marketer is to find a way to connect with that specific customer and keep them coming back. For example, a restaurant targeting families, college students, and professionals should not assume that the same marketing scheme would work on all of them. A younger audience might respond more strongly to short, engaging videos on social media. Families might care more about a clear menu, pricing, portions, and promotions. Professionals might respond better to clean, polished branding and convenient information. The design needs to communicate what matters to the specific customer.

WHAT MARKETERS SHOULD TAKE AWAY

Based on the business, there will always be a specific customer we are targeting. When you find your ideal customer, implement the design elements that would most intrigue your customer.

Ask yourselves:

1. What does the customer notice first?

2. Is the message clear and easy to find?

3. Does the design communicate the experience we want customers to expect?

I have learned that marketing does not always fail because of a major mistake. Sometimes customers are lost because of something as small as unclear information, an unappealing image, or a promotion that is difficult to understand.