5 Reasons Why You Should Care About Marketing Design
Why exactly is marketing design important, and why should you care about it?
Design isn't separate from the communication: it's part of it. Good design makes a piece of communication easier to read; it aids the reader by drawing attention to important points. This is one reason why different forms of written communication have vastly different design: an official memo will be designed very differently from an HTML email; a web page should look like a web page and not like a print brochure.
I gave you one reason why design differs depending on the medium: here's another. Your email inbox receives, most commonly, two kinds of email--business email from your colleagues, clients and partners, and - very usually these days - emails from businesses you patronize or whose information you have subscribed for. It's evident that you are much more likely to read the first kind of email than the other. Each of us has a limited number of hours, and work email takes priority. Which is why marketing emails have to work harder at grabbing your attention. Marketers do this not only by offering you information they think you'd be interested in and by wording it to attract or provoke you (samples from my inbox: "7 Reasons Why Leading With Price Will Kill You", "30 Proven Internet Marketing Strategies", "Why You Need a Gmail Priority Strategy"), but also by designing those emails to attract your attention. A display ad in plain text is usually much less engaging than one that uses graphics and text to deliver a coherent, interesting message. (I say "usually" because sometimes plain text works better, but in such a case I'd argue that the absence of obvious "design" is itself a design tactic.)