As a product business owner, you might already be familiar with the importance of branding—your logo, colors, and overall aesthetic that represent your business. But have you ever thought about how the design elements you use can directly impact your sales? This is where commercial design comes into play.
Commercial design goes beyond just making things look nice; it’s about creating visuals that serve a specific purpose: to drive sales, build brand recognition, and make your business thrive. In this blog post, we’ll explore what commercial design is, how it differs from regular branding, and how you can use it to enhance your product business.
I asked Lucianne Soley, the founder of Soley Creative, and a commercial design expert to share her insights. .
What is Commercial Design?
Commercial design is a powerful tool that goes beyond aesthetics. It’s about creating visual elements with a purpose—designs that drive action, whether that’s getting more people on your email list, increasing your website sales, or enhancing your social media engagement. Every visual component you produce should serve a specific function. It’s not just about looking good; it’s about performing well.
How Can Commercial Design Benefit Your Business?
Now that you know what commercial design is, let’s talk about how you can apply it to your product business. Here are some practical tips and examples:
Email Design:
- Ensure your emails are not just visually appealing but also functional. For instance, use live text rather than embedding text in images. This not only makes your emails more accessible but also improves deliverability, as emails with too many images can be marked as spam by providers like Gmail or Outlook.
- Test your emails on different devices and platforms to ensure they display correctly. Send a test email to yourself and check it on both desktop and mobile to catch any potential issues.
Website Design:
- Your website is often the first interaction customers have with your brand. A well-designed website should be easy to navigate and drive customers toward making a purchase. For example, if you have a hero banner on your homepage, consider what action you want visitors to take. Should they explore your latest product, or perhaps sign up for your newsletter? Each page should have a clear goal.
- Consider the user experience (UX) and user interface (UI) aspects. UX is about the overall experience of using your website, while UI focuses on the visual elements. Both need to work together to create a seamless experience that drives sales.
Social Media:
- Social media is a powerful tool for promoting your products, but it’s important to be strategic. Think critically about each post’s purpose. For example, if you’re running a sale, make sure your posts clearly communicate the discount and how long it lasts.
- Be mindful of “safe zones” on platforms like Instagram Stories, where buttons and captions might cover important information if not positioned correctly.
Consistency and Brand Guardianship:
- Maintaining consistency across all your marketing materials is key to building brand recognition. Lucianne explains:
“A client’s marketing agency wanted to use a bright orange colour for a social media ad—a colour that wasn’t part of the brand’s established palette. I advised against it to avoid diluting the brand’s identity. We want to be known within our brand colours for all the reasons that we chose those brand colours for.”
Practical Steps to Implement Commercial Design
Implementing commercial design in your business doesn’t have to be overwhelming. Here are some simple steps you can start with:
- Review Your Current Visuals: Look at your existing emails, website, and social media posts. Are they achieving the goals you set for them? If not, identify areas for improvement.
- Test and Iterate: Don’t be afraid to test different designs and approaches. For instance, if you find that a certain email layout isn’t driving sales, try adjusting the placement of your call-to-action buttons or simplifying the design.
- Stay Consistent: Ensure that all your visuals align with your brand identity. This includes using the same fonts, colors, and style across all platforms.
Incorporating commercial design into your business strategy can make a significant difference in how customers perceive your brand and, more importantly, how they interact with it. By focusing on creating visuals that not only look great but also serve a clear purpose, you can help your business grow and succeed in a competitive market.
“Try not to go down the route of being an aesthetic-led only brand or a metric-led only brand. Find that happy medium of something that is beautifully formed and very commercial, creating sales, which means your business can thrive.”
You can find out more and listen to the full podcast episode here.
About Lucianne Soley
Lucianne Soley is the founder of Soley Creative, a South London-based design studio specializing in commercial visual communication and brand guardianship. With a background in the fashion industry, Lucianne brings over a decade of experience in creating impactful and commercially-driven designs for a diverse range of clients, from high-end luxury brands to emerging small businesses. Her expertise lies in blending aesthetic appeal with functional design, ensuring that every visual element not only looks beautiful but also serves a clear purpose—driving sales, building brand recognition, and enhancing customer engagement. Lucianne is passionate about helping businesses thrive by making their brands seen, heard, and understood in today’s competitive market.
For more information, visit Soley Creative or follow Lucianne on LinkedIn for insights on commercial design and branding.
- Soley Creative Website
- Soley Creative Instagram
- Soley Creative Threads
- Soley Creative Pinterest
- Lucianne Soley Linked In
- Soley Creative LinkedIn
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