What is beautiful design and why does it matter?

A select few companies have long used design as a competitive advantage, none more so than Apple. But the more recent successes of other design-led companies like Xero and Airbnb are offering more proof than ever before that beautiful design yields better results across all departments – from product design to marketing.

But what defines beautiful design?

In a marketing context, beautiful design isn’t just about making content look pretty using nice images and fancy graphics.

Beautiful design brings form and function together to motivate a person to take action, reduce their anxiety towards the action and provide a clear, easy path to conversion.
This definition can be a bit of a handful, so let’s break it down a little bit more:

  1. Motivate a person to take action – Beautiful design will motivate a person to convert by creating desire for your product or service.
  2. Reduce their anxiety towards the action – Beautiful design will reduce anxiety towards conversion by addressing any fears and concerns a user might have around your product or service.
  3. Provide a clear, easy path to conversion – Beautiful design will provide an easy path to conversion by making it clear what the conversion action is and removing any obstacles or distractions that may prevent the user from taking the action.

These three principles are the foundation of any great design, and it is by incorporating them in your websites, landing pages and email campaigns that you will get better marketing results.

So how do you do that?

In the next post, we’ll take an-indepth look at each principle and show you actionable examples from design-led companies like Airbnb, Apple and Xero that you can apply to your own marketing.

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