Is it worth spending money on a good design (even if you are a young company)
When you start a new business, there is always a choice: order a website from a freelancer, or turn to an expensive agency. On the one hand, it makes more sense for a new business to spend all the money on a product. On the other hand, some industries will not be able to launch sales without a quality site. And he needs a logo, corporate identity, and professional content: it turns out that even before the start of business should invest a lot of money in the design?
In this article, we will consider both cases. First, we’ll discuss a few common situations where a startup can’t do without investing in design and content. And then we’ll give a few examples of when it seems irrational to spend money on business packaging.
What is branding?
In this article, we will refer to branding as everything that concerns the appearance of the product, promotional materials, and points of contact with the customer. For example, this includes identity, presentations, animation video, and websites.
When it makes sense to spend money on design and branding
Case 1. You need a corporate identity right away because there are so many points of contact
n some startups, a large volume of clients or users is one of the key ideas of the business model. For example, a marketplace will not make money if it does not have hundreds of thousands of transactions every day. A service for renting power banks will also not make economic sense if it has just two dozen pickup points in one city.
Startups, where it is important to replicate the product on a large number of clients from the very first day, it is important to work out the appearance. For example, if the marketplace has an outdated design, and the powerbank outlets are inconspicuous, this will hinder sales. If there is no revenue, the business will not begin to grow.
In companies like this, it makes sense to invest in branding from the first day. If you don’t deal with the brand and identity from the very beginning, but invest in it after a few years, for example, it will be expensive to change the appearance of all points of contact. To avoid overpaying in the future, it is logical to invest in design right away.
Case 2. You want to seem better or show something that doesn’t exist yet
Often retailers use not pictures of things, but their renders — 3D models, drawings, and pictures that are perfected. For example, on the Apple and Samsung websites you will see no pictures of phones, but their models. It’s just difficult to get a perfect photo, and a picture can be drawn exactly as the marketing department needs it. This works not only with gadgets: we often see renders of cars, real estate, and even books, and don’t even think about the fact that in reality, they don’t look as perfect.
So in a business that sells a physical product, it’s important to pay attention to design and packaging at a very early stage. Beautifully detailed renderings sell much better than photos. Especially when it comes to products that are supposed to convey the owner’s status. Quality renderings will look better on a modern, concise website, and a website that needs branding. It turns out that if a business sells a premium physical product, then it needs to invest in design from day one.
Then there are startups where the product needs to be presented to a mass audience before it is made. For example, if you are raising money on Kickstarter to produce a new gadget, you can only show pictures for now. It is through images and design you need to create trust and evoke an emotional response from future buyers so that they decide to buy the non-existent thing.