The first thing most marketers think of while branding in the digital environment is visual presentation. One goal that tends to be of foremost importance for marketers across industries- Deliver a great design that aligns with the brand.While visual experience is the first pathway to the journey to conversion, written content must align with the design aspect of the interface, in order to move seamlessly through to conversion.
In order to create a cohesive brand experience, the design strategy should lead the user to the content, enabling an intuitive connection. Thus providing a value added conversion driven experience no matter the delivery method- eg: post, white paper, blog, video, etc. According to a study conducted by Content Marketing Institute, 88% of B2B companies, employed the strategy of building recall of visual aspects, functionalities and the core messaging of the brand by creating the connection between design & content. Thus helping create a stronger digital connection between the brand and consumer, in the absence of a face-to-face connection.But how to we get there?
The First Step: Creating Content Accessibility.
To build these connections, the brand should provide accessible content. Ease of navigation, ease of locating content and to effortlessly find the information they are looking for, the user interface should be clean, follow a hierarchy, be relevant and well designed.Further, details of content, such as spacing, typography, images and layout, should be strategized well. Of course, building responsive mobile friendly sites is of key importance. The user experience design and technology need to be in coherence with the brand content, for it to be discovered, effortlessly.
Establish The Relationship: Aligning Brand & Content .
User Experience Design allows the consumer to discover content with ease at which point the balance shifts to the content being consumed, thus leading to conversion. After the content consumption, it comes back to the brand visuals. Brand logos, graphical accents, signature typography and other visuals, need to be in place to tie the value of content back to the value of the brand.
Visuals And Narrative: A Symbiotic Connection.
To build these connections, the brand should provide accessible content. Ease of navigation, ease of locating content and to effortlessly find the information they are looking for, the user interface should be clean, follow a hierarchy, be relevant and well designed.Further, details of content, such as spacing, typography, images and layout, should be strategized well. Of course, building responsive mobile friendly sites is of key importance. The user experience design and technology need to be in coherence with the brand content, for it to be discovered, effortlessly.
The Right Visuals: Helping Create A Memorable Experience.
A picture is worth a thousand words. Thus, there is no mistake in leveraging more visuals to support your content. According to Brain Rules, only 10% of information that is heard can be recalled it three days later. But when a picture is added to that information, 65% is recalled. Therefore, the popularity and engagement factors of Infographics.Visuals help create an emotional experience that helps the user connect with the brand. For example, small graphical cues can help a user read a blog piece better and comprehend quicker. User testing has revealed that adding visual elements ot content increases engagement and performance time and again. The bottom line- The right visuals help maximize content.
Delivering An Authentic Experience.
The users come to a website for information, however, in the recent years, a lot of importance has been given to design experience, leaving the users with a less valuable product. Its time that brands invest in resources and best practices to create relevant content that is easily accessible through visual presentation to encourage brand connection, loyalty and thus conversions.
If the content is good and easy to find, they’ll likely be back!.
