I am a runner. I logged close to 1000 miles last year, and I am tracking to do the same this year. It is important to me that I have the right running shoes that are a proper fit and that allow me to run at my best. So why is that that when I am shopping for running shoes, I neglect looking for the features of how my next shoes can help me run better, faster and free from injury, but I first walk over to the specific brand section and I am immediately drawn to the design – colors, styles and overall look of the shoes before I even try them on?
Psychology breaks it down:
What is a brand? “It’s an emotional and intellectual association people make with a specific person or thing.” What does that mean? Well, it means that a pair of Nike running shoes is not just materials sewn together to protect and cushion your feet while running, it is a competitive, over–achiever with lean and defined muscular physique exclaiming “just do it!” A brand is filled with the characteristics, traits and hopes of a living person. It means that somewhere in my subconscious mind, I want to be that guy, and if I wear these shoes, I am half way there. I just have to work on the lean and defined muscular physique…P90X anyone?
Why we choose Design over Function? Because most of us perceive good design as someone who does good work. It manages our expectations and experience in many ways. How we feel at that moment is going to help us engage and even buy. And it’s directly influenced by the design.
What does this mean for you? When it comes down to it, design IS your brand. It reflects who you are, what you do, and what you care about. For your company, it reflects your culture, your purpose and your vision. Your website is like a room – the only room in your house you can show to the world. It’s where every item is displayed for the sole purpose of impressing visitors to buy products, follow your ideas, or use your services. Does your current website reflect who you are? I’ve added a quick checklist for you to find out.