Comfort is essential to the success of your business.
Although business is generally seen as rational and objective, the comfort of your potential customers should always be the top priority.
People who are uncomfortable won’t do business with you.
This has always been true for people Start a business And those who have been in business for decades.
The global pandemic has increased the risk. Helping your audience feel safe in their purchasing decisions has become more important than ever.
We recently wrote about How to update your brand information to adapt to the new normalIn that article, we emphasized the key role that guarantees will play in this new normal.
However, your brand message is only as effective as the visual design of the supporting message.
So let’s take a look at how to use visual design to reassure your potential customers, earn trust, and drive purchases.
Use these 8 design techniques to reassure customers and potential customers:
1. Provide the correct content.
Although we cannot plan your marketing activities for you, certain content always provides guarantees when they appear.
According to empirical analysis experts Content Plaza,
In terms of assurance, online retailers must have three elements:
consumer hotline: Cleverly placed title And at each stage View, The customer service number allows the user to contact a representative at any time. On mobile sites, the ability to utilize direct calls is very important.
FAQ Allow users to find answers to common questions without having to talk to a customer service representative. It is an excellent communication tool that can reduce the burden of customer service.
Safe payment: It must be remembered that it is useful!To reassure users, please display the logo of acceptable payment methods on the shopping cart page and ensure the best security: safe https Protocol, secure server Security certificate Padlock icon etc.
The right content is not just yours Company Name Or your logo. Figure out what information your potential customers need to know to feel safe in their purchasing decision. Then build that information into your design.
Each type of design has its own unique content requirements. The website is naturally the most information-intensive place, requiring secure payment information, and product packaging or labeling can only hold so much.
Therefore, for each type of design, give priority to the most important content.
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2. Choose colors that make people feel at ease.
Color has a huge impact on how people perceive everything.
As we are Explained before:
According to a study on the impact of color on sales, 92.6% of respondents According to CCI: Color Institute, color is the most important factor when buying a product.
Another study Shows that people will make subconscious judgments about a person, environment or thing within 90 seconds. In the 62%-90% example, this judgment is only affected by color.
Color has an important influence on how we perceive the world.
Color attracts attention and affects mood.
This is why if you want your design to reassure potential customers, you must choose a palette that reduces stress.
As a general rule of thumb, blue tones are often considered calm and trustworthy. Soft and warm colors usually inspire feelings of emotional warmth or happiness. Moreover, a monochromatic palette is more soothing than a multi-color design with high contrast.
But, as always, look at these options through a lens that fits your product, service, and brand.
For a detailed classification of color psychology, please see What color represents your business.
3. Create space and ease for your layout.
The overall design layout may cause a feeling of tension or relaxation.
The chaotic placement of graphics and copies conveys excitement and pressure. Therefore, avoid overly busy designs, noisy patterns, or unbalanced asymmetric layouts.
Create a feeling of peace and ease:
- Use a lot of blank space to provide “breathing” space for graphics and text.
- Create a visual balance between graphics and text.
- Remember, Western audiences read from left to right. So place design elements accordingly so that your target market can easily find what they need.
Order, balance, open space and logical processes promote the relaxation of customers and potential customers.Prioritize these characteristics in your design layout Brand To appease the audience.
4. Select the message that supports you through the smart line.
Lines are the most basic part of design. Therefore, they are often ignored.
However, the quality of the line can convey a lot of important information. Line width, direction and curve all convey different information.
Here is a quick guide to the meaning of the different lines:
- Vertical line – Order, authority and power
- Horizontal line – Spacious, comfortable and stable
- diagonal – Orienteering, energy and movement
- Thin line – Fragile, flexible and elegant
- Thick lines – Strength, durability and reliability
- curve – Energetic, soft and flexible
- straight line – Sequence, structure and predictability
Consider which type of line best conveys the information you want to share. Be sure to consider:
- The inner meaning of line type and
- Your customers’ expectations of your product or service.
For example, while thick horizontal lines usually convey stability and comfort, they may not be the best choice for products or services that rely on fast execution. If your potential customers are looking for in your business, then your potential customers will get more comfort from the line of communication speed.
Choose line quality that not only creates a sense of visual ease, but also meets the expectations of potential customers and customers. Then let these lines define the overall framework of your design.
5. Choose the intended form and shape.
The two-dimensional shape and three-dimensional form have psychological hints in the design.
The circle represents tolerance, safety and community. Triangles indicate directional movement, stability or instability, depending on how they are oriented. Squares and rectangles convey order and reliability.
However, the shape and form are not limited to the geometric staples that we all know. There are also amorphous organic shapes and culturally derived symbols.
Symbols derive their meaning from the cultural background in which they exist-for example, the five-pointed star represents patriotism in the United States, and the bat represents good luck in Chinese culture.
The meaning of amorphous shapes comes from the lines used to form them. For example, a soft round shape is visually more soothing than an irregular pointed shape.
To reassure potential customers or customers, do not choose any shape or form for your design. Choose the shape that matches your product or service carefully-and make mistakes in those aspects that naturally inspire relaxation, order, or reliability.
6. Choose a font that is easy to read.
Typography that is difficult to read creates pressure.
People don’t want to bother reading your website, product packaging, or signage.
Clear, easy-to-read, brand-friendly fonts can reduce stress and support you to convey a reassuring message.
And, don’t forget to consider the overall appearance of the font.As we are Explained before:
The font has a psychological impact on people. The emotion of font selection is directly linked to the shape of the letters and our psychological response to these shapes.
All typesetting is composed of lines and shapes.
Choose your font wisely. Create a sense of comfort by choosing fonts that are clear enough to be read from a distance that meets the psychological needs.
If you are looking for a way to give customers a warm, fuzzy feeling, if we fail to mention the power of nostalgia, then we are negligent.
Dr David Luden Explanation For Psychology Today,
…Research shows that when people are depressed, people will have nostalgic reveries to improve their mood and self-confidence.
Experimental evidence shows that nostalgia is an overwhelmingly positive emotion. It has the function of elevating people’s emotions and increasing the sense of meaning in life.
If you want to win customers, consider looking back.This is Product design trends, Because the company combines nostalgic design elements with modern technology.
Many past design fashions are reminiscent of comfort, warmth and affection. The most important thing is to choose a style that resonates with the audience.
Which past design trends will your potential clients or clients find most comforting and relevant?
8. Proofread to find errors.
Simple typos can destroy the most reassuring, persuasive and effective design in the world.
Each letter in the design is related to the overall design.
The existence of errors means that your business is incompetent and you cannot be trusted to do things well.
This is not a reassuring idea.
No one wants to entrust money to a company that messes up things.
So, like you will take time to proofread your business plan In order for investors not to lose confidence in your ideas, you should take the time to proofread your design.
Please don’t let this obvious rudeness appear on your website, packaging design, signage, email template… or anywhere.
Proofread the spelling, grammar, and brand voice of all designs before sending them to a printer or publishing them online.
The core of the event…
Business is about building relationships.
Visual design plays an important role in helping to establish these relationships.
Without trust and a certain degree of comfort, people will not buy your products or services.
By following the design techniques we share in this article, inspire your comfort in the brand and confidence in your products or services.