Overview: What Great Design is Really About (It’s NOT Beauty)

Most shoppers never realize it. Every time you step into a retail store, there are powerful forces at play.

You see – they aren’t really designed for beauty. It’s all about psychology. They want you to spend more.

Think about a simple trip to the grocery store. You need three staples: bread, milk and eggs.

Immediately upon entering the store, you turn to the right. Most people do. Retailers know this tendency. So they place products with purpose.

You’ll most likely see fresh produce or maybe the floral department. The bakery is probably close by.

An array of colors. The amazing aroma. It’s all designed to stimulate your senses. They also hope you connect “fresh” with their brand.

You find the bread you want. Now you head for the milk and eggs.

Are they nearby? Of course not – they’re all the way in the back.

Once again, that’s by design. The retailer knows – if you walk by more items, you’re more likely to give into temptation. You’ll buy things not on your list.

We’ve just described a grid layout. It’s what grocery stores have used for years.

But design is ever evolving. It must respond as buyer behavior changes. So now grocery stores are opening up their design.

You see, shoppers today go to the store more frequently. So now, grocers are focusing on creating loyalty, through a more enjoyable experience.

Like retail design, you need to keep the
psychology of the buyer in mind as you plan your website.

Your visitors have something in mind when they hit your site. You need to give them what they want while guiding them to do what you want.

Of course – unlike real world stores – there’s a “second” customer for your website – search engines. You have to serve them as well.

While your brand is the foundation of all your marketing, your website is the foundation of all your brand communications.

When many people hear the word “design”, they think looks. But…

Design is marketing.

Better design equals better marketing. It doesn’t mean your site isn’t aesthetically pleasing.

It just means your website should work for you. It should build your brand.

Furthermore, your website is not a one-and-done type of thing. It’s should be ever evolving as you gain more information about the people you serve.

A website works for you when it can grow with your business. It’s one which you can easily change.

There’s a certain look and feel to a website which converts buyers into browsers. That’s what we’ll talk about in Module 2: How to Plan a Website That Sells. Let’s get started!

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