Creative Design Evokes Trust

At Outlook Orange we hold firmly to the belief that excellent creative design fosters brand connection and evokes trust. On the surface, it’s no secret that “thumb-stopping” (mobile focussed) design will likely elicit an emotional response, but how and what exactly does this mean?  

You see, designers and brand agencies have had years of immersion in the logic and conventions of what it means to say that ‘creative design evokes trust’, but if you’re looking from the outside in, all you’ll hear is an opaque statement. 

A study on whether aesthetics matter in long-established trust found that most people spend more time focusing on the superficial aspects of the information they encounter, that is the design elements of a platform or message. In addition, another study found that visual appeal significantly influences first impression judgements in comparison to other characteristics. And we all know that first impressions have an enduring impact.

As social beings, we are hard-wired to connect with everything we encounter through visual input or sensory processing. This means that we are taught to use our sense of sight, to observe and make connections. And since first impressions typically form in as little as 50 milliseconds, people’s gut reactions and intuition guide their decision to either continue exploring your brand and product or simply reject it. 

From colour to contrast, to lines and shapes, creative design evokes trust that drives meaningful momentum. This is why you often hear marketing gurus and agencies sing the praises of a carefully considered design.

Now that we’ve covered the ‘how’ you’re probably wondering what this has to do with you and your brand. Marketers not only leverage the predispositions of your audience, but they appeal to them through design conventions that will undoubtedly evoke connection. By inspiring trust you can drive your audience to consider, choose or purchase your brand and products. 

Therefore, creative design is the bridge between attention and action; between trust and loyalty.