Design Still Sells

Still…Design Sells

Design Sells…Still

Several years ago, we were assigned the task of creating and producing a media kit for the announcement of a new Sport Utility vehicle our client unveiled at one of the major auto shows. As is normal during these media events, manufacturers had several new products that were scheduled to debut during a hectic, tightly-packed two-day schedule. One of these competitive products was of particular concern to our team: the next generation model of one of the world’s most iconic sports cars.

Our clients scoffed at the idea that the announcements of an SUV and a high-visibility sports car were in any way, shape or form comparable, and seemed unconcerned that media coverage might favor the competitor. But numerous subtle comments made during the ensuing weeks led us to believe that there was more than a little tension in the air at their offices.

After a series of brainstorming sessions, and a couple rounds of creative proposals, we all agreed on a very different design approach to the classic media kit – one that was fun, colorful and somewhat humorous.

On the day of the press conferences, our client’s reveal and media kits unquestionably made the biggest splash, which was rewarded later that day, as well as those that followed, with an overwhelming amount of TV and print coverage.

In the long run, the products spoke for themselves. The SUV was a capable, well-built vehicle – as attractive as an SUV probably could be. The iconic sports car was still, well…iconic…not to mention drop-dead beautiful. But for that day we stole the show. The wallflower became the prom queen. Our out-of-the-box design approach worked. We had hit the “walk-off home run.” (Years later I met the person who was in charge of the competitor’s announcement that day. Really nice person. I still smile when recalling just how p.o.’d she said they were about our “coup.” Heh, heh.)

Think for a minute that design doesn’t sell? Try to rationally explain what happens to 99% of women when they see a new shoe display (be it in person, in print or online). And how about packaging? Every true marketer in the world understands that consumers, being told the contents of the “generic” package are exactly the same as the attractive one, pick the well-designed version a vast majority of the time. (Yes, this even holds true for mechanically-inclined men and replacement parts.)

How about shopping online? Can you honestly say you feel the same about the products or services of a company with a dumpy-looking site as you do of one with a really great one? Or even in a retail store: The well laid-out, enticingly designed, painstakingly maintained businesses – assuming they carry quality, competitive products priced fairly – are frequented far more than those that aren’t. Even things like landscaping affect consumer purchases. Would you rather drive into a place full of weeds and trash, or one with a well-designed, maintained outdoor environment? Not a hard question to answer.

One of our employees – who knows cars and the car biz extremely well – recently narrowed her choices for a new vehicle down to three. All were relatively close in body type, size, price and fuel economy. Know which one got the sale? The one that “looked the best.” The other criteria weren’t even close to being as important as that.

No question…design still sells.