In business, we use design to differentiate ourselves in a number of ways. Design features are primarily seen as a way to attract customers and to help them decide if our product is for them. In a digital world, design is one of the best tools we have to build trust with customers we many never meet face-to-face.

But in our rush to simply stand out, we often overlook the opportunity design affords us to create deeper connections with prospective customers. Thoughtful design can show people what we stand for and what we value. When we get it right it makes them glad they chose our brand and gives them a reason to share it.

When more purchasing decisions are made online, it gets harder to justify design decisions that cost more. After all the customer is not holding the box, bag or book in their hand before they click ‘buy’. If we’ve already sold them, there’s no need to sustain the effort or increase the expense. And yet when we do it changes everything.

The quality of the packing, the weight of the paper, the colour of ink and type of materials we use—every one of these choices communicates our intention to the customer and gives him a story to tell. Design isn’t just about outward appearances and conversions in the moment. It’s a way to engage more deeply with customers in a world where there are fewer and fewer opportunities to do so and how we create great experiences that are talked about long after the purchase is made. Thoughtful design allows customers to become advocates who are delighted to pass our story or idea along and it’s often the smartest and most effective marketing investment we can make.

Image by Merlijn Hoek.