The Font of Knowledge // Why is design important in sales?

The world of visual design has so much to teach us about how business and life work. The IW Studio brings this issue’s nugget of wisdom from the creative space.

Every organisation creates a perception of their brand or product in the eye of the customer. Think of Samsung, for instance. While smartphones, flat-screen TVs or smart fridges may come to mind, so do a sense of dependability and innovation. They are one of the leading technology companies in the industry, and it’s not just because they make a range of great products. They also have fantastic design. 

When it comes to sales, graphic design is a very important part of the process. It can sometimes be a ‘make or break’ factor for a purchase. A study from DigiBubble found that a staggering 85% of consumers chose to purchase a product, simply because it had a more appealing design.

I can confidently say I’m often part of the 85%. If a product is designed in a way that is pleasing to the eye, accessible, and easy to use, this will put it miles ahead of a product that’s not. So a visually appealing product or proposal deck has a competitive advantage for sellers.

With that in mind, here’s a rule to try out: If it’s not designed, it is not completed. No company sets out to ship incomplete products to a customer, and using the rule above, every product, asset, offering, deck, pitch or piece of collateral won’t be shared until it looks brilliant. Whilst sellers are always looking for efficiency to make their numbers, cutting corners on how that proposal deck looks won’t lead to faster sales. (No bid was ever won all thanks to a wordy, colourless PowerPoint.)
Why not wow the customer or client with both the concept and the visuals?

Having good design as part of an identity creates trust. And trust is vital to the sale. 

The Interactive Workshops Studio is made up of graphic designers, animators and illustrators bringing L&D to life. This creative hub provides intelligently crafted, beautifully designed people development and branding resources: graphics, brochures, posters, books, eLearnings, films, animations and more. If there is a hint of creativity involved, our team can get it done at top speed with enviable attention to detail.