Digital content surrounds us, but only good design holds a consumer’s attention long enough to pique their curiosity. Though it takes numerous shapes, sticking to these principles of digital design will elevate your content from ordinary to impressive and dynamic.
Be Clear
Compelling digital design cracks the code when it comes to conversions. Digital content that is streamlined and well-designed can increase engagement within your desired demographics and influence the behavior of consumers. Simple, accurate and clear design is directional and enables users to zero in on the essential information.
Good digital design uses space intentionally, considering the roles of positive and negative space. Information is organized in a hierarchical fashion. For example, an infographic designed to inform users of the health benefits of pomegranate should prioritize informative information over flashy graphics or attractive filler. Pleasant, intentional simplicity will win over more users than needless complexity will.
Consider Context
What works for one situation may fall flat in another. Users access digital content in a variety of places, times and circumstances. Considering when, where and how your digital content will fall into the laps of users can direct your design efforts in the most effective direction.
In order for digital design to be most lucrative, it must consider the context within which it will be received. Different platforms call for different font sizes, resolutions and accessibility considerations. Whether user behavior is influenced relies heavily on how well digital content works with both the possibilities and limitations of their medium.
Clarify Purpose
Is the digitally designed asset going to advertise a product using banner ads? Is your objective to design an interactive infographic that will lead to conversions for a real estate company? Whatever the purpose, well-executed digital design should plainly communicate how a brand’s offerings are the answer to consumer demands.
Along with demonstrating a clear purpose to your user, clear digital messages should be the result of a harmonious internal team. The strength of a message increases when its purpose is understood by everyone involved in its broadcast. Identifying the ideal objectives and outcomes of digital design should be a united process with team participation, and digital content should be conceptualized and executed with those goals in mind.
Prioritize Users
Just as you’re creating content with a certain goal in mind, users are online with some of their own goals, too. There is a reciprocal relationship between companies and consumers. Digital content should seek to meet the needs of consumers first and foremost.
If the user’s experience is too chaotic to navigate smoothly, they are not likely to stick around. Making key information accessible demonstrates that you’re aware of the needs of your ideal customer. This not only serves company objectives, but it makes the digital dialogue between consumer and company an equally beneficial experience.
Increase Interactivity
There’s a reason people tend to zone out during lengthy lectures. Without a chance to feel like a participant in an experience, users are more likely to navigate to other, more engaging content. Most importantly, consumers want to interact with brands prior to spending their hard-earned dollars.
Static content does have its place, however. With too much interactive content, users could become overwhelmed or overstimulated with tasks and responsibility. Interactive content should be strategically used in digital design to personalize the user experience and draw attention to influential information.
Stay Consistent
It’s a well-known fact that consistency in brand messaging establishes trust with consumers. Engaging users with eye-catching and interesting content can go a long way in drawing in potential customers, but too much variance in content can be confusing. Infusing digital design with solid brand elements ensures customer confidence by creating a familiar and reliable experience.
A company’s brand represents its personality. If a company’s personality leans into light-hearted, colorful content, digital design that features muted depth may be a departure that comes with a cost. Whether informative and professional or casual and amusing, every element of a company’s digital content should showcase its core identity.
By keeping these design principles in mind, a company is more likely to find and engage with its ideal audience. Digital design done well can help a company reach its goals, both progressive and financial.
