If design is doing its job, it is managing your perception of an experience in many ways—both in an obvious way, and in a not so obvious way. “How you feel, and therefore if whether you’re going to engage and buy, is directly influenced by the design of a website, the packaging or via a business card,” says Randall Smith, owner of Modern 8, a creative agency in Salt Lake City.

This line of thinking is that it’s all well and good that you can get people to see ​‌“your content” via web design, packaging, etc. But then what? Just because you see it, doesn’t mean that a potential customer is actually taking a course of action.

So, how does quality design help to contribute to your business? What are the dials and levers that design operates?

• Great design should always possess clarity, character and distinctiveness.
  If it lacks one of these components, there’s a good chance it won’t fully connect with your customers.
• Great Design makes your brand memorable.
  It stays in your collective conscious longer than text does. Market research has shown over and over again that our brains first perceive design by registering the color, then the shape of the specific graphics of the mark, and lastly our brain will read the actual text.

So, yes, content and messaging does indeed matter, but it is quality design that will maximize how people see and experience your product or service with a more lasting significance.