Good Design Aids Marketing Success, Consumers Say

December 5, 2016

adobe-design-impact-on-marketing-dec2016Roughly 7 in 10 adults in the US would choose a product or service over its competition due to good design, and design’s influence doesn’t stop at customer acquisition, says Adobe in its State of Create: 2016 report. In fact, 7 in 10 adults also agree that they would be more loyal to a brand that has good design, per the survey’s findings.

The report is based on a survey of more than 5,000 adults (18+) across the following 5 markets: US; UK; Germany; France; and Japan. The results show that design’s perceived impact on customer acquisition and retention is higher in the US than in those other markets, with Japan an outlier on the basis of considerably lower influence attributed to good design.

For example, in the US 62% of respondents agreed that they judge companies based on the design quality of their marketing materials. But in Japan, just 27% agreed. Likewise, while a majority (55%) of US respondents said they would not purchase from a brand if its website or mobile experience is poorly designed, just 35% of respondents in Japan agreed.

Well-designed marketing – such as on websites, social media, advertising and signage – shapes opinions of brands across several categories. Within the US, well-designed marketing appears to have the biggest impact on opinions surrounding electronic products (76%), automobiles (75%) and TV shows/movies (73%), with clothing brands (71%) and travel destinations (71%) close behind.

Overall, more than two-thirds (68%) of US respondents profess to enjoying purchasing from companies that show creativity in their marketing, with the remainder saying that they don’t care whether companies they purchase from show creativity in their marketing.

US adults’ attention to good design appears to – for the most part – cut across generations. Eight in 10 Gen Z and Millennial respondents (18-35) agree that it’s important for businesses to focus on good design, a figure outweighed by Gen Xers (36-50: 87%) and Baby Boomers and older (51 and up: 84%). Gen Xers (76%) were also the most likely to say that they choose a product or service over its competitors because of good design, though this sentiment was shared by two-thirds of Baby Boomers and older.

The biggest generational gaps pertain to purchase sentiment: while 67% of 18-35-year-olds in the US claimed to have paid more for a product or service that had good design in the past year, fewer than half (46%) of those aged 51 and older could agree. And while 73% of the younger bracket said they like to purchase from companies that show creativity in their marketing, their older counterparts weren’t quite as committed (61%).

Previous research from Adobe has also found consumer desire for good design in online content, with almost 4 in 10 respondents saying they would stop engaging with content altogether if the content were unattractive in its layout or imagery.

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