Digital marketing greatly relies on aesthetics
to catch a potential buyer’s attention. Marketers carefully choose all elements
of a digital marketing campaign from the colors that are used, fonts and media
that are used in hopes to generate buyers. Food marketers often use colors that
encourage hunger an automotive markets often play on speed or the cool factor a
car gives the driver all while maintaining brand integrity. While the
advertising for products within a brand may vary all branding will remain the
same using the predetermined media kit.
While aesthetics works for established consumer
brands such as Apple, Porsche and Target, other businesses can not rely on
graphics to convert leads into sales. Marketers have to determine if their
customers are those who would immediately take action or if their customers are
long term customers that once they take action they are brand loyal. Once
companies are able to determine which type of customer the majority of their
audience will be they are later able to better determine how the company
website and any digital marketing should be designed. Some companies may choose
to choose a simpler design with minimal graphics and the request for minimal
customer interaction.
Beyond the importance of design aesthetics such
as color and font, it is also important for function to be a company’s priority
in designing a web campaign as well as any related websites. If customers are
unable to navigate your website after being routed to purchase your advertised
goods, your marketing is now ruled ineffective. Digital ads must be
appropriately designed as well as functional.
Resources:
http://sethgodin.typepad.com/seths_blog/2015/04/good-design-and-serial-numbers.html
http://sethgodin.typepad.com/seths_blog/2015/05/pretty-websites.html
