Accessibility is something society has become accustomed to. We reside in a world of convenience, with smart phones, tablets, and apps. This leads up to the fact that when a consumer reaches out for something, and it's not accessible, they move on. Accessibility equals a purchase, plain and simple. Branding design need to be eye catching, but it needs to be easily accessible as well.
1. Distribution of a product naturally increases its accessibility and awareness. Branding designs play a key role in this area, as itbecomes associated with a particular product. Packaging design is also key, no one is drawn to the poorly designed package. When a shopper is walking the isles of a store, they want the product there, and available. In a case that it is not accessible, they move on, making the selected brand the new normal for them. The distribution of a product, in combination with branding design is the main component in getting that product moving off the shelves.
2. Value is a word most consumers find important in any buying decision. The store shelves may be lined with similar products, however one label design may attract the shoppers attention, and that is a well illustrated design, that prominently displays why that product is a great value. For instance, two commonly known brands of syrup, both have great packaging design, however, one has a few words with an eye catching font that reads, “20% more free.” Results of that one statement… SOLD!
3. Online accessibility is very important, and if overlooked, a sale (multiplied by thousands) is lost. Lien Design of San Diego, California knows that keeping up with, not only consumer demands, but consumer convenience is essential to selling that product. Branding design is important for online distribution of a product, however the product has to be found in order to be considered. This is where accessibility comes in with online shopping. When consumers search for a product, for instance, hand rails; that first page displayed is going to be where that consumers shop from and buys from. The average consumer does not go beyond that first internet page displayed. This is another form of accessibility, and a very important one. As more consumers look for the ease of convenience in buying, and online retailers offer incentives such as free shipping, it is inevitable that online buying is going to grow by leaps and bounds over the coming years. Branding design, packaging design and product accessibility will play key roles, however, first the product must be on that page one of the consumers search. Next, and extremely important, is that the product needs to say, “I am super easy to obtain.”
Once the product is viewed online, one click should lead the shopper to the product website, and one click should give the consumer buying power of the product. Of course billing and shipping information must be collected, however many companies are making that easy by allowing billing and shipping information to be obtained by a third party. For instance, the shopper finds hand rails on that first internet page- very accessible. Next the product has a quick link to their website, which should be designed, to handle significant traffic, another point of accessibility. Finally, once the consumer is on the page and ready to purchase, there needs to be clearly defined “push here to purchase now” to create another accessibility point of the item. Last, using a third party for billing means the shopper will not have to enter credit card info, they simply access their existing account with the 3rd party, and billing/shipping information is filled in. Theoretically, from the start of the search, to the end of the purchase, could be accomplished in 2 minutes, and that is greater accessibility.
So what happens if, for instance, a product is marketed in San Diego, CA. but the accessibility is not good. Well, if the company attempted to market their product using their own branding design expertise, or lack thereof, they would learn a valuable lesson. The solution: contact a great design firm such as Lien Design, and have them do the packaging design, and then make sure that the product is accessible from all angles, the results will be… Sold.
Written for ©2017 Lien Design