Why Good Design Really Matters

I recently read a blog by my Marketing hero, Seth Godin. He talked about the fact that Hershey Park spends nothing on their signage on their rides at the park. They’re WRITTEN IN ALL CAPS, WITH TIGHT LINE SPACING AND AN UNATTRACTIVE, HARD-TO-READ FONT. The cost of making the signs is precisely zero, he commented. It should be common sense that you can make a profit if you make your product look better. PERFECT EXAMPLE, folks. Keep reading…

He even mentioned that on one of the signs, there are more than 100 different type faces used. It’s true! (if you don’t know, it’s bad if you use more than three different type faces in one sign, flyer, etc. Look at your ads. How many typefaces do they have on them at once?)

If more people read the signs at Hershey, (meaning that if they were more attractive and designed well for a purpose) there would be less injuries, lines would move faster and Hershey would make more money. (hence, they’ll never be a Disney).

He said, “This decentralized, disrespectful method of communication quickly turns into no communication. (ah-ha! Get it. Are you investing in your ad design and look as much as you should be for the investment of placing the ads???)

His book, The Purple Cow, talks about being remarkable. When you’re remarkable, it’s not about doing a good job, it’s about being amazing, outstanding, surprising, elegant and noteworthy. BUT, THERE’S NO STYLE at Hershey. They’re spending lots of money on million dollar rides, but barely ending up being ‘very good’. Hershey does NOT feel like Disney; you won’t remember it after you leave and you won’t talk about it.

Design isn’t expensive, it’s an investment for your remarkable experience. People remember experiences, they remember things that they like to look at. Today, the marketing clutter is non-stop. If you don’t stand out, you won’t be remembered and you probably will be passed by.

If you look at the way we designed gendance, or take a look at any of the websites or marketing pieces that we’ve invested in with our clients, you’ll notice the care, the time, the precise ideas and concepts that we’ve implemented to put a quality product out there that people will remember, will be proud of, will talk about and will share.

If you feel like your brand is ready for this move, call us. Every year, more than 200,000 brides have their weddings at Disney. (how many people do you think got married at Hershey?) Now, think about this for your brand. Go ahead. Look at it. If you advertise in print. Look at your ad, then scroll through about 10 pages. Did you remember it? If so, that’s great. If you didn’t, do you think your customers will?

Come, be a Disney with us. It IS the MAGIC kingdom. Let’s create magic for your brand. This is an exemplary opportunity to truly think about how to get ahead-and why good design REALLY MATTERS in the long run.