Common Marketing Design Mistakes: good things going bad when overindulged

02 Aug


Sometimes your design plain sucks. Sometimes it’s gorgeous and doesn’t serve its purpose. Sometimes it’s clever and doesn’t suit the medium. In this blog we enlighten you on a few universal don’ts regarding digital marketing design.

  1. Over-restraining means confining
    Either because of time constraints or risk trammels, the design ends up bearing the brunt by not being fully explored. People invariably choose smaller changes yielding smaller, quicker and positive results over bigger changes yielding bigger, albeit slower positive results. Then they fear changing the design lest they should reduce its efficacy. Or create something good but one that is disliked by their consumers. Sometimes, it may be the better decision if it is either a small iterative change that helps grow it, or maintaining the same thing that has been going reasonably well so far. However, always have the conversation about the risk-to-reward trade-off before saying no. It will substantially change how people think and engage with you. As opposed to a quick fix, you will have broadened your design exploration, which in turn leads to those kinds of generous solutions. Don’t let the design suffer because you weren’t bold. When constraint disappears the design will flow.
  1. Polishing-up too early
    When taking a design from concept to execution, designers get enamoured with one idea, delving further down that rabbit hole, refining it instead of exploring other ideas to see what fits better. Red or blue? Square or oblong. 3cm or 3.5cm. After falling head over heels with just one idea, and having it fail, you will be miserable and alone! The visual details and specifics need only be clear enough to support your story so that others can understand or critique them. Instead of getting stuck with one mediocre one, dally with as many ideas as you can to produce the most potential one.
  1. Misinterpreting good execution as a good product
    When the pretty boy walks into the class everyone is enamoured. But will he be picked for a spot on the quiz team purely based on his looks? Certainly not! So just because someone shows you a scintillating prototype with attractive photographs and compelling content, doesn’t mean it’s going to work. This could very well be an empty shell. Gilded tombs do worms enfold, remember? It probably doesn’t have the data to support it. It probably relies on fancy technology that isn’t commonly available to your gross audience. It probably is a stunning image with meme-quality content. Good execution means you don’t just rely on the façade of design but have relevant discussions, hash out technical needs, deliberate the content, and broach all constraints that you know are going to impede it.
  1. Simplicity can be ambiguous
    Many a times, in the name of design, functionality gets compromised. Sure you want to make it look and feel good, but how many unnecessary and impairing concessions are you making to that end? The contemporary idea that simplicity and style makes intensions crystal apparent is sometimes misleading because it’s usually overhauled at the cost of clarity. Unless you are so fabulously smart that you can implicitly convey a profound thought through a few sparse triangles, we suggest you start using labels, tags, familiar iconography, and a few common interaction patterns (even if they seem a little ponderous to the design) so you don’t frustrate people but serve to make their lives easier. Use your target audience as the anchor and the benchmark to evaluate the success of your design.
  1. Neglecting the experience beyond the boundaries of the design
    This is like building the most exquisite chalet in the most picturesque part of town and not paving the path for tourists to get there. Designers get into intricate details even with infrequently used places – for e.g. the error page, or mobile notifications – but forget the important pathways for users to move around seamlessly – for e.g. guidelines to send out useful and less-annoying notifications driven by analytics about users, or easy transfer of data from a competitor’s app to yours. If you build a wonderful website, shouldn’t you do some wonderful marketing and SEO to get it to reach people? Start thinking globally: what is the overall experience, within and outside the container you build and how invisibly seamless is your design when it’s transporting customers from one place to another?

Do you see how good design doesn’t mean moving unilaterally with blinders on?!

Now chew over this counsel and apply the wisdom!

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