The Visual Experience

When was the last time you really looked at your business?

I mean, really looked at it? What’s the first thing you see when you drive up to the building every morning? What’s the condition of the parking area? How clean is the building exterior? Are there fingerprints and dust on the door handle? What color are the walls? What is the condition of the carpet or floor tiles?

You’ve probably walked through your business so many times that you don’t even notice what it looks like any more. It all starts to look like background. And the only things you do notice are the times when something is not where it was before. It’s the sudden changes that stand out – not the gradual, day to day fading of paint and scuffing of floors.

Marketing is all about collecting information about the people most likely to use your products and services, and then developing strategies to effectively satisfy the emotional needs of these customers and potential customers. These strategies are then used as your guiding force in designing systems for every part of your business that interfaces with your customer. From the first phone call, to taking the initial order, to the design of your products and services, to the way your employees dress and speak, to the appearance of printed material, and yes, even your company name - all of these impact your customer’s emotional experience. Your task is to make all parts of your company’s “touch points” with your customers intentional. All of them must convey a consistent message and a desirable emotional experience for your customers.


Simple things like the shapes and colors you use in your logo, business cards, marketing materials, vehicles, uniforms, packaging, building and grounds, employee dress and personal grooming, and anything else the customer sees can have a profound impact on the decision to buy or not buy. It’s all part of creating an entire buying experience for your customers that meets their needs and expectations.

Something as significant as the colors and shapes you select for your business is not a decision you can make lightly. The most important thing to remember about your colors and shapes is to make sure it evokes a favorable emotional response in the minds of your customers. How do you find that out? As you do your market research, you will learn about the unique characteristics and emotional preferences of your customers. Once you have a good feel for those preferences, you’ll know what kinds of emotions you want to stimulate in their minds. That knowledge will lead you to an effective strategy to position your business in the minds of your customers. And that includes your choice of colors and shapes. A good graphic designer with a background in marketing will know what kinds of colors and shapes appeal to different demographics. When you are selecting colors and shapes for your logo and other materials, be sure to choose something your customers will like, and not what you like or what the designer thinks is “cool.”

Take some time this week to walk through your business as if you’re seeing it for the first time. Notice every color, shape, texture, odor, and sound that exists. Think about how your customers would react if they noticed the same things. What is important to them? You’ll likely see some things that are pleasing to your customers, and some others that are not pleasing. Take lots of notes, and use those notes to plan the changes you want to make. How could you find out about the needs and preferences of your target market? Are there any business organizations specific to your customers? What other sources of information are available to you?

Designing your colors and shapes to appeal to your customers requires time and effort, but it’s worth it. The wrong colors and shapes can drive customers away, and neither you nor they will consciously know why. The right kind of visual experience for your customers will draw them in and make them feel more at ease once they arrive. It’s too important to leave it to chance