Marketing is not a stand-alone professional discipline. It strings together varied pillars of the business so that a business can highlight its Unique Value Proposition.
The one true bottom line of marketing is to put the point across in the best manner possible. Good Marketers understand that they have to draw from varied aspects of the niche and industry they service to truly achieve that.
Here are 3 concepts, drawn from the design profession, that will make you a better marketer.
01. Whitespace
Whitespace adds a sense of balance and breathing space to the unity of your design. Without strategic whitespace implementation, everything will come across as unorganized, hard to navigate, and hard to perceive. Further, design elements carry visual importance — and proper whitespace adds a spotlight to those elements, as a result drawing more attention to things that matter.
Where to extrapolate this Design Concept: In Marketing Message Strategy
How to go about it? As users are looking for superior digital experiences, providing a delightful, consistent, and tailored omnichannel experience matters. Always be selling may be a good practice, but always be marketing, not quite.
When deciding repetition, frequency, and placement of Marketing messages, the goal is not to bombard the receiver with your Call-To-Actions (CTAs). Incorporate breathing space and rotate marketing lingo in use.
02. Emphasis
Marketing is composed of various dynamic elements. A successful marketing campaign is one where these elements work well individually as well as in synergy. With so much vibrancy, the marketing message may be lost in translation. Emphasis in design is used to direct the viewer’s attention to a particular attribute. By making tweaks in the visual aesthetics of the design, one can make specific segments of design stand out.
Where to extrapolate this concept: In Marketing Campaigns
How to go about it? As there are only a couple of seconds to make an impression and put forward your marketing message, ensure that all elements, such as — story, copy, visuals, and CTA emphasize what’s most valuable to your audience.
03. Randomness
Strategically deployed randomness in design adds excitement. Consider the weekday-weekend dynamism. Weekdays are about staying organized. Everything is in order and structure. The unplanned nature of the weekend brings rejuvenation and balance. Meticulous implementation of disorder — one that serves a purpose, can elevate design. As it can elevate marketing.
Where to extrapolate this concept: In Marketing Communications
How to go about it? Randomness can be a great tool to be relatable and create an emotional impact. You are marketing to a human-not an algorithm. To be random, by definition, is to be human. There is so much in life that is uncertain and so much that is sheer randomness-yet most of it is not unwelcomed.
Randomness in Marketing Communications is about being human. When you want to call your friends to check up on them, or make spontaneous plans, or make surprise video calls — you do not strategize, plan or calculate ROIs.
A lot of Social Media tools can assist in spontaneity- unplanned polls, going live, random Clubhouse rooms, etc. Capture the present by just showing up.
Elon Musk leverages the essence of randomness via his Twitter. Can you ever predict what he is going to tweet next?
In Closing
Marketing is a fluid, dynamic profession- an ever animated, ever creative web of multiple disciplines that strengthen it.
For all its vibrancy, producing results is still paramount in marketing, and extrapolating design concepts to the marketing profession will certainly help you do that.
