Four Reasons Great Design Matters in Social Media

Posted on October 23, 2013 by Gabriella Rackoff

With so many companies ramping up their digital marketing efforts in order to reach consumers, many of them lose sight of the importance of good design. When you’re closely monitoring analytics for your blog, Facebook, and Twitter page, it can be easy to immerse yourself in the world of Facebook ads, SEO and getting your content out there as quickly and frequently as possible. These things are hugely important, of course, but there’s more to to it. Design was always pivotal, but in the age of connectivity and social media, I think it’s more important than ever. Here’s why.

1. Digital and physical worlds collide, and attention to detail is king in both

Consumers have more choices in a given category than ever before. People don’t always have time to thoroughly research each competitor’s offerings. When they make a snap judgement, that decision might be based more on design than marketing directors  - or even the customers themselves – realize. This applies to both digital products and physical things.

For example, an app’s look and feel can sometimes be the only thing that makes it pull ahead of a competitor. One great example is Giftagram , an app that lets you send physical gifts to the contacts in your address book or your Facebook friends. Giftagram is aiming to stand out in the gifting space through quality, by featuring unique items like curated gift boxes, and convenience, since they deliver products in custom packaging. Those things are absolutely essential, but when it comes to widespread success, it may well come down to the app itself having a great look & feel and being easy to use.

Giftagram extends the great design in their app by having gifts arrive with beautiful packaging. Great packaging has been elevating products and brands from the beginning. The way it looks, feels and functions can make a huge difference in the perception of a brand even if the product is a generic commodity. Check out Lovely Package for endless examples of drool-worthy packaging.

2. Every element of your brand is accessible through a click

If you’re spending time and money on maintaining a social media presence, you’re likely trying to drive traffic to your website. If you succeed in getting those sought-after clicks, your website can keep customers interacting with your brand and possibly lead to a purchase immediately or at some point in the future.

But a dated website with counterintuitive navigation or one that just doesn’t look good can be a huge turn off. Consumers are inundated by ads and brand messages all day long -they don’t have time to parse the various elements of how a company presents itself. People can click through from your website to your Facebook page to product reviews and they all merge into one experience. A company’s website is often the most negative part of that experience, and the one that stands out.

3. Facebook pages are an opportunity for additional branding

You may have a great logo and a great website, but your Facebook page’s design goes beyond the profile picture and cover photo. If it looks sloppy, one’s overall impression of your brand might be lowered. Some of my favourite things to stay away from include photos or screen captures of articles (that’s what the link is for), blurry images that are poorly proportioned for Facebook’s layout, and camera dumps. Please go through your photos carefully, edit them, and only post the best ones!

I know Oreo has been praised up and down for their social media campaigns, especially since the historic Superbowl blackout incident , but it’s really worth noting the way they see every Facebook post as an opportunity for smart design that comes right out of their visually distinct product.

4. There are more ways than ever before to connect with consumers, and more ways to inject design into your brand

I love this iPad app from Uniqlo . They chose six chefs from around the U.S. and had them each share a recipe that ties into the colours and textures of a Uniqlo outfit. It may sound  like a tenuous connection at first, but it really works for the brand and gives them a new way of promoting their products.

Design can make all the difference when it comes to giving your brand credibility and an air of longevity in a fast-paced world where everyone is fighting for attention. When you’re communicating with people through so many different channels, design is likely to fall by the wayside in one area or another despite best intentions. As you broaden your social media reach and involve more individuals and agencies, it’s important to make sure that your brand’s design stays tight and consistent. When this is done really well, people may or may not know why, but they will come away with a better impression of your product.

Gabriella is a Creative Director at 88 Creative. Follow her on Twitter @gabriellainga .