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<< Back to Interviews Homepage Q: Some people say - the logo and design doesn't matter and doesn't make a difference. What would you say? A: I would say that if they try and succeed without, the path will be much harder for them! Logos are the instantly recognisable face of any business, aiding memorability, building trust and portraying professionalism. Design does make a difference - its common sense really, for the longer you dwell on a problem, the better and more evolved the solution will be…not only has it been proved beyond doubt by boards such as the British Design Initiative and Design Council that a professional design builds a better product but it really does also increase sales conversions. Q: Do you think great graphic design can and does really sell? Can the right logo and image really make a difference to an online business? Do you think a website can lose sales form the wrong image? A: Yes, I think it can make a huge difference - apart from the trust and confidence issue, which is so important to build on the web, good graphic design strikes a chord with the visitor, creates solutions that are appropriate for the circumstances, can streamline process and ultimately create a more rewarding experience for the visitor or consumer. Also, if you are looking to sell online, design can be an all important factor in the decision a user makes on whether they are to use you or not. Think of this yourself, if you went to 2 sites, both selling the same product at the same price, but one site looked like it was made at home using a sub standard template, and yet the other site looked professional and competent through it's design, which would you choose? In fact, we have found that users would still go for the latter site, even if the same product was more expensive than on the former.
A: You only get one shot at a first impression - and humans remember the first encounter more vividly for some reason - create the right impression and you build a lasting legacy that can grow into a beneficial partnership, resulting in reward for both parties - create the wrong impression and you will never get a shot at the potential client in the first place. Q: When we look at websites from a promotional perspective we
talk a lot about conversions and trust - what do you think is it
about bad design that lacks trust and what is it about good design
that can have the opposite effect and can really encourage someone
to buy? A: Inappropriate design is a turn off for most people, as it shows
a lack of thought, lack of care and people perceive that the service
they receive is likely to be as bad, if not worse… We all like to feel special - a classic example is staying overnight somewhere, when your stay in a top hotel, the attention to detail is what makes the experience a memorable and pleasurable one - stay in a low budget B+B and you may not even take breakfast if the bath is not clean! You certainly wouldn't return… Good design, though, has the opposite effect, we do feel special, we are likely to open our wallets and spend, if not spend more, as the trust is established through look, feel and usability. The process of navigating through a site has to be methodical, and the ease of making a purchase is paramount - but this is part of the design process! Another really important point here is familiarity and staying within your sector. A lot of sites want to be special and incorporate great design to levitate them to the top of their sector. However, this can be taken too far. It is true, we all love finding sites that have some weird and wonderful navigation, or a site structure that is more like the train of thought of the Marx Brothers, but these are generally sites that we would browse when we have 5 minutes spare, not go to for our purchases necessarily. For consumers, trust is actually bred through familiarity. If they are looking to spend money, they have to feel secure and whilst it is great being seen at the top of your game, or sector, it is vitally important not to be seen as out of your sector. Remove yourself from the competition too greatly, or offer a structure that seems to abnormal, for want of a better word, then you may find you have removed yourself from potential customers. That is down to us understanding the client's request and sometimes
managing the client on a consultation basis as to what they should,
perhaps, be aiming for. Great design isn't always pretty pictures,
it also needs to be perceptive. |
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