From the color of your landing page to the shape of your logo, design has the ability to evoke different emotions from your audience and consumers.

When it comes to content marketing, it doesn’t matter how great your copy is or what cool thing you’re posting on social media if the design isn’t there. Putting the right amount of time and thought into design for your content marketing (and for everything) is what will make or break the message you want to convey.

In order to connect with your audience and relay your intended message, it’s necessary to understand the key principles of design and the psychology behind it.

Different perceptions and human emotions can be evoked from your audience based on the shape, color, and font that is chosen for your design. This can make all the difference when creating a brand logo or even an advertisement. When choosing a design for anything, you must consider what emotions you want your company to be associated with because every aspect of design can alter and influence how your brand is perceived.

For example, the color red correlates with feelings of excitement and love, while the color blue signifies trust and dependability. And as for shapes, circles and ovals convey positive emotional messages and a sense of community and friendship. Straight lines like squares and triangles, on the other hand, suggest strength, stability and efficiency.

Keeping these principles in mind is especially important when, according to Hubspot, 93% of purchasing judgements are made on visual perceptions. The goal of design is to both communicate your intended message and establish a strong emotional connection with your audience.

Viddyad’s lead designer Daryl Fitzsimons says that within the context of a business, design can be broken down into 2  areas,  how something looks, and (perhaps more importantly) how something works. Which, he believes, is often overlooked.

Business and design need to work in tandem, Daryl says. It is essential that any online business have a well thought out design strategy in place, and one that aligns with the company’s vision and values.

Design is intertwined with the user’s overall engagement and experience with a product. It directly influences whether or not a customer chooses to buy a product, subscribe to a newsletter or engage with a brand. Good design for business should focus on the customer and the target audience.

Overall, design should never be mistakenly confused for mere aesthetics or mere surface decoration. It involves research, exploration, iterating and developing solutions that can and will be experienced by one’s audience.

Implement your great design with a video ad at www.viddyad.com