Branding Design Survey: Design is not Most Important Aspect of Business

Branding is an important part of marketing, but how much do consumers say it really affects their buying decisions? Could a design element dissuade a potential customer from patronizing a business, and could it also do the opposite? Some consumers weighed in on just how important a company’s branding design is.


Design Elements

In Ask Your Target Market’s latest survey, 40% of respondents said that the first thing they notice about a company’s branding design is the overall feel. 26% said they notice the colors used, 13% notice the packaging, 9% notice the website, and 5% notice fonts and other design elements.

Overall Reputation

A good logo and consistent color scheme, however, is not the most important part of a company’s image, according to many respondents. Overall reputation and price were the two most important aspects of making buying decisions, followed by convenience and past experience with the company. Branding design and prominence in the market were fairly unimportant, compared to the other elements.

Importance of Branding

In general, 16% of respondents said that branding design is very important to them. 25% said it is somewhat important. 41% said it depends on the type of company. 17% said it is not very important, and 2% said it was extremely unimportant. 28% said they have even chosen not to patronize a certain company because the branding design was unappealing.

Though branding design may not be the end all be all of a company’s marketing plan, it’s still pretty important to many consumers. The widget below shows the results of the survey in full. Be sure to click “open full report” for full details.

Photo Credit: Brands from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 15 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.