How To Tell If Your Design Is Working
So you've created a design that both you and your client are proud of -- now what? Once you've published your design, you enter the waiting game. And that's when the questions start. Did people actually understand the message? Did you share it on the right platforms? But most important, did your design work? It can be challenging to determine how well your designs are doing, especially if you don't know what to look for. Lucky for you, our Creative Director, with a little help from Alice in Wonderland, can teach you how to answer that burning question.
Alice: "Would you tell me, please, which way I ought to go from here?"
The Cheshire Cat: "That depends a good deal on where you want to get to."
What was your goal in the first place? When you created your design, what were you trying to achieve? Remember, design is subjective, so you have to create your own definition of success. Were you hoping for increased visibility? Then you should be tracking impressions. Or was the goal to drive more people to your client's website? In that case, your focus should be click-through-rate. The only way you'll know if your design worked is if you have a way to tell you it did.
Alice: "I don't much care where."
The Cheshire Cat: "Then it doesn't much matter which way you go."
If you didn't define success at the start, you can't say your design failed. Failure is defined as the parameter you set for success. If you never set any, your design may not fail, but it may not accomplish what you wanted it to. It will be nearly impossible to tell if the content you create was a good investment and if you should continue on this same path, change course, or if you should scrap the project altogether. If you don't define success, you shouldn't ask the question if your design worked.
Alice: "...So long as I get somewhere."
The Cheshire Cat: "Oh, you're sure to do that, if only you walk long enough."
If you don't have a goal, it doesn't mean you won't ever find success. However, the journey there will be much longer and much harder. Without a goal in mind, you lose the sense of direction needed to avoid certain obstacles and create content that will work to your benefit. You will spend significantly more time and money trying to figure out what works and what doesn't. While this could eventually lead to the success you're looking for, it will be less profitable and less beneficial than it could be. If you don't define success for yourself, you're more lost than Alice was in Wonderland. At least she was following the White Rabbit! You may find success, you may not, either way, it'll take significantly more effort than it should have.
Part of the Bluberry Creative brand discovery process is taking the time to understand what the client wants to accomplish and would be happy with. It's essential that all our clients know what success looks like and are confident that we understand their vision. As such, we work with our clients to determine the proper KPIs to track campaign success. We ensure our clients see the value in their investment.
Contact us today if you are ready to start using design to your advantage.