All creators and marketing experts try to discover and identify the factors influencing customer desires and choices in the marketing process, to employ them when presenting promotional content for products or services.

Visual elements are an integral part of marketing campaigns.

So, how does design serve the marketing process smartly?

1- When the design is easy to remember:
It’s not necessary to be familiar with psychology and human behavior to know that much of what drives human behavior is subconscious. In a fraction of a second, after being exposed to a vast number of designs and advertisements on different websites, millions of neurons fire, and the brain makes hundreds of unconscious decisions, preceded by several mental questions:

• Does this design seem familiar to me?
• Are these colors associated with a brand I know?
• Should I trust this ad?
• Is the design annoying or unclear?
• Is this content important?

That’s why it’s essential to carefully select design elements such as color, font, and shape when displaying content, whether on a website or social media, in a way that aligns with the brand’s personality:

• Clarity / Hierarchical arrangement / Balance
  Example:

2- When the design creates a positive impression:
Design plays a fundamental role in creating a positive impression in people’s minds because it directly reflects the brand’s personality, its value, and the company’s identity. Through the presentation of visual aesthetics in marketing materials and activities, design goes beyond that to create a competitive advantage that motivates customers and simplifies the choice between a diverse array of products and services with similar functions and characteristics.
The visual consistency of the brand in colors, shape, and content presentation (or what we call a consistent visual identity) increases appreciation and revenues for your brand.
Example:

3- When your design distinguishes you from competitors:
As competition increases, the principle of differentiation in design becomes the strategic tool that makes marketing content more attractive and interesting. Philip Kotler defined design differentiation as “a set of meaningful differences to distinguish the company’s offering from competitors’ offerings” (Kotler, 2002).
You cannot be distinguished with scattered designs without a coherent visual identity that expresses the brand’s personality. Working without it significantly affects customers’ ability to recognize and notice you among competitors in any place you appear.

Design’s potential is limitless if it is employed correctly and thoughtfully. It cannot be reduced to a secondary tool that merely presents marketing materials in a visually appealing way, but it must serve as a fundamental principle supporting the success of the marketing process.