Creativity in marketing communication needs to be improved in order to be more persuasive. For example, consider one essential piece of marketing: the company website. Google AdWords research shows that 90% of visitors leave a website within 10 seconds of arriving. The reason for this is visitors most often infer from a few visual cues that a website is not credible; they then lose confidence in the company and stop browsing. There is no opportunity for persuasion. There is no opportunity for a sale.
This is a major problem.
Similarly, but on a much larger scale, when it comes to a logo—which defines and epitomizes an entire company—everything is at stake.
A logo must communicate a company’s credibility, which leads to visitor engagement, trust and ultimately the ability of a company to be more persuasive. Beyond a bad website, bad logos can sabotage even the simplest forms of marketing communications, such as business cards. Imagine if 90% of a company’s potential customers were turned off by the company’s business card.