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How can you align visual design with business goals?

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Visual design is not just about making your website or app look good. It's also about communicating your brand identity, value proposition, and user experience to your target audience. But how can you measure the effectiveness of your visual design and align it with your business goals? In this article, you'll learn some practical tips and tools to help you do that.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…
Paree Punnj

Empowering Brands through Engaging Stories ?? | Cultivating Communities and Connecting People through Unique Ideas ?? |…
Mahmoud Abdelnaby

Multimedia Specialist | Website Development | E-commerce Optimization | Content Creation | Graphic Design | Video…

1 Define your visual design goals

Before you start designing, you need to have a clear idea of what you want to achieve with your visual design. What are the main objectives and outcomes you expect from your design project? How do they relate to your overall business strategy and marketing plan? How will you measure your success and progress? You can use frameworks like SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) or OKR (Objectives and Key Results) to define your visual design goals and align them with your business goals.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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There are two types of content and/or marketing assets: 1. Assets meant to directly inspire an action (i.e., conversion assets). 2. Assets meant to be consumed so that an action happens sometime later (i.e., awareness assets). Design principles are going to be a little different for each. Awareness assets are going to be focused more on shareability and grabbing attention, so you need a little more visual pizzazz. Conversion assets need to be simpler and cleaner because you need the audience to assimilate both the call to action and the reason for it, which means you want minimal visual distraction.

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2 Understand your target audience

Your visual design should reflect the needs, preferences, and expectations of your target audience. You need to research and analyze who they are, what they want, and how they behave online. You can use tools like personas, user journeys, scenarios, and empathy maps to create a detailed profile of your ideal user and understand their pain points, motivations, and goals. You can also use surveys, interviews, focus groups, and analytics to gather feedback and insights from your existing or potential users.

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Paree Punnj

Empowering Brands through Engaging Stories ?? | Cultivating Communities and Connecting People through Unique Ideas ?? | Showcasing Innovations and Solutions in Tech through Content ??
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Here are some scenarios to map your target audience to a visual design. 1. Use of animations vs use of live-action videos - if you're selling a luxury product, live-action might work better but if you're offering B2B services, animations might convey the point better. 2. Give life to your logo and create a digital brand ambassador for brands focussed on children's products. 3. Give life to your blogs with graphs and analytical tools if your niche is finance.

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3 Apply design principles and best practices

Your visual design should follow some basic principles and best practices to ensure usability, accessibility, and consistency. You should use a grid system, a color scheme, a typography system, and a style guide to create a coherent and harmonious visual layout. You should also use contrast, hierarchy, alignment, balance, and white space to create a clear and attractive visual structure. You should also consider the web standards, accessibility guidelines, and device compatibility to make your design user-friendly and responsive.

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4 Test and evaluate your visual design

Your visual design is not done until you test and evaluate it with real users and data. You need to use various methods and tools to measure the performance and impact of your visual design on your business goals. You can use qualitative methods like user testing, usability testing, heuristic evaluation, and eye tracking to observe and understand how users interact with your design and what problems or issues they encounter. You can also use quantitative methods like A/B testing, conversion rate optimization, and web analytics to track and analyze how your design affects your key metrics and indicators.

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5 Iterate and improve your visual design

Your visual design is not a one-time project, but a continuous process of improvement and optimization. You need to monitor and review your visual design regularly and make changes based on your findings and feedback. You need to keep up with the latest trends, technologies, and best practices in visual design and adapt your design accordingly. You also need to keep in mind your business goals and user needs and align your design with them. You should always aim for a visual design that is not only aesthetically pleasing, but also functional, effective, and valuable.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mahmoud Abdelnaby

Multimedia Specialist | Website Development | E-commerce Optimization | Content Creation | Graphic Design | Video Editing | Motion Graphics | Generative AI
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Design with purpose, not just pixels. It's like choreographing a ballet every move should tell a story that resonates with your business goals! ???? I disagree with the idea of a "Design Sideshow." Visuals shouldn't be a sideshow act; they're the main event. Align your design with business goals, and you're headlining the success show! ????? example that's more strategic than a chess grandmaster: "Branding Chessboard." Each design piece is a chess move. Align your visuals with your business strategy it's the checkmate to success! ???? And, of course, the "KPI Kaleidoscope." Your key performance indicators are the colors in your design palette. If your visuals aren't painting the picture of success, it's time to adjust the kaleidoscope! ??

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How can you align visual design with business goals?

1

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3

4

5

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1 Define your visual design goals

2 Understand your target audience

3 Apply design principles and best practices

4 Test and evaluate your visual design

5 Iterate and improve your visual design

6 Here’s what else to consider

Content Strategy

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How can you align visual design with business goals?

1

2

3

4

5

6

1 Define your visual design goals

2 Understand your target audience

3 Apply design principles and best practices

4 Test and evaluate your visual design

5 Iterate and improve your visual design

6 Here’s what else to consider

Content Strategy

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