Psychographic Profile: Who Should Use it?The Psychographic Profile formula was created to help companies identify what colours, fonts and shapes best communicate with their target market on a concious and sub-concious level. For this reason the ideal people to complete the process are those that set the marketing vision and direction for a company, the Marketing decision makers. Below are two articles that will provide insight into how the Psychographic Profile may benefit your business. How to Develop a Design StrategyA good design can help your business grow, it is never enough to simply be artisitic. Without a design strategy, you may as well be presenting an abstract painting to your customers with no clear message of who you are or what you stand for. Any marketing consultant, business coach, business advisor or business owner will tell you, no business will reach its full potential if it lacks strategic direction. Graphic Design is the finishing touch for many branding and marketing projects. Of course, you need a good product or service in order to be successful however at Omnific Design, we believe it’s in that last 10% to 15% where many of your sales are lost or won. It’s in the design that you can set yourself apart from the competition. A design strategy helps you identifies the ‘whats’ and ‘whys’ of your business and how to build a framework to facilitate that ideology. It translates ideas into visual realities and answers the most basic questions that your customers may wonder but not ask about your services – things like how professional you are, what you represent in the marketplace and what your values are. These questions are often answered by a prospects perceptions rather than what you may or may not say. That’s why presenting the right visual image is critical to the success of your business. For a design strategy to get the desired results, by delivering the right messages to your target market you need to know what colours, fonts and shape best represent who you want to be in the eyes of your customers. Our Psychographic Profile has been created to help you enhance your branding and marketing image and deliver the right message to customers. While half the battle is winning new customer by getting them to response to your material, keeping customers is what creates a long term, sustainable business. That’s why sending a consistent message over the long term is important – this can only be done if you have a design strategy in place. By completing our Psychographic Profile you will be in a position to make informed decision about the direction your graphic design will take in future. One of the most basic rules when starting a business is to know who your target market is. While demographic data such as gender or age narrows your market, this is still impersonal data and does not provide a clear insight into what your ideal customers ‘looks’ for. Psychographics provide a scientific rationale behind why your customers may be be influenced more by one design moreso than others. It provides insight into why a particular brand attracts a certain group and why a particular product is purchased by people who enjoy a particular lifestyle. Psychographic data is based on consumers’ interests, values and characteristics. By completing our questionnaire of psychographic traits that you want to communicate to your ideal market, you are in effect taking control and selecting your ideal customers, the people you want to attract. Once you fill in the questionaire, the system creates a Psychographic Profile for your business which indicates what colours, fonts and shapes best convey your message. How to Assess your Graphic DesignOne of the most important tools in boosting brand awareness and sales is graphic design. If your understanding of graphic design is simply to ‘pretty up’ some content, you will not tap into the full power of visual communication. A typical company aims to generates sales through the use of their website, signage, posters and newsletters just to name a few. Your marketing materials should be designed to send a direct, clear message to your target market. In order to do this your written and graphic elements must send a consistent message, without the right tools and strategy in place such as our Psychographic Profile, how will you know you are sending the right visual message? You can use the Psychographic Profile to audit and assess your current material and the visual elements used. This system will highlight the potential strengths and weaknesses of your current designs, and help you formulate a design strategy to improve your success in the future.
Without using the Psychographic Profile as a design assessment tool, your business could be in danger of communicating mixed messages to your target market in more ways than you can imagine. When assessing your graphic design material, you should make sure the visual style and message is in harmony with your intended message and appeals to your ideal customers. Human beings are visual creatures and different personalities and demographic types react differently to different fonts, shapes and colours for example; creative individuals tend to be attracted to orange, leaders focus more on gold and silver, competitive people are often drawn towards blue. The list of potential impacts of colour goes on and on. There are so many aspects of colour that communicate different messages conciously and sub-conciously that it can be difficult to assess what is best for your business. That is why we created the Psychographic Profile. This system takes the hard work previously required to successful select colours, fonts and shapes out of the process. We have taken the extensive research and formulated a way that streamlines the process into a mathematical process that does all the hard work for you. All you need to do is determine your ideal consumer based on their values and determined who you want to be to this target market. If you understand this, the Psychographic Profile process is easy. Simple fill in the form and the system will create a Psychographic Profile for your business, indicating the best colors, fonts and shapes to convey your intended message to your prospects and customers. When you use the Psychographic Profile in your business, you set a defined standard for your business, a design strategy which will save you time and money in the long run and best of all - you will be in a position to better communicate visually with your target market. |