Visual identity design is your brand’s body language
You’ve heard it before: 90% of communication is nonverbal.
The accurate statistic is: 55% through body language, 38% through tone of voice, and only 7% through spoken words.
Just as there is a certain delusion in thinking that our words are the only thing that matters when it comes to communication, there is the same delusion in thinking that our product/service (thing) speaks for itself.
It doesn’t.
If your “thing” doesn’t communicate itself effectively, few will care. Few will choose it. And founders are left wondering why they’re attracting clients they don’t want to work with, or their product isn’t selling, or it’s always slow season.
People shop with their eyes. If they aren’t captured, they won’t care about your Google Reviews.
(The yellow stars you see on Google business profiles is still, also, a visual communication. Do you even click to read more from businesses with less than 3 stars?)
Your brand’s body language
Just glance at the following fitness companies. You have to join one.
Why did you choose them, and not the others?
What did you believe about the company you were drawn to?
What did it make you feel?
What do you assume about them?
Final point
Here’s the thing:There is no way to guarantee you will have a positive experience with that fitness company. Yes, of course, you should do more research before you join.
That’s the point: Visual identity design is your brand’s body language. It’s 55% of communication.
The “thing” still has to be good – that’s why we hope design is honest. Think about the trust we put in book covers!
But drawing you in, attracting you to try, conveying personality, making you feel something about them…
That’s great design.
That’s great communication.
