The effectiveness of graphic design is easily seen when you recognize the power that the hierarchy of recognition and icons have on the buying decisions of your customers. Following describes the hierarchy or recognition and defines each of the elements of it.

Hierarchy of Recognition

The human mind recognizes items in distinct patterns and order. Failing to know and utilize them will diminish your ability to sell your products and services. Ignoring the hierarchy will dramatically decrease your pieces productiveness. In a crowded market place it is vital to own a color, a shape, a number and a word! The first item of recognition is color. The second item of recognition is shape. The third item of recognition is numbers. And the last item the mind recognizes is words. Use color, shape and numbers to intrigue the mind before you use words.

Color

Color is the first item recognized by the human brain. Make sure your marketing piece is consistent with your brand and uses color to reinforce your message. Weak color choices will subconsciously weaken your message. Action and emotion are represented by color choice. Owning a color is key to separating your brand from the competition.

Shape

Shape is the second item recognized by the human brain. Something about the shape of your product, logo, and/or package design must be imprinted onto your customers mind to build a lasting relationship with your brand. Don't discount the power shape has on the success of your marketing piece. Brands like Coke, Nike, P&G and McDonald's use the strengths of shape to win the first seconds of recognition and sell more because of it.

Numbers

Numbers are the third items recognized by the human brain. Wherever possible use quick reading numbers in your callouts. They are less abstract than words, therefore are more powerful. They can help you direct customers to specific areas on your marketing piece. Where possible link a simple number to your product. It can help distinct you from competition or imposters.

Words

Words are much more abstract that color, shape and numbers making it harder for the human brain to recognize. To recognize words the brain must interrupt what it is currently doing, engage and differentiate between other words before it recognizes it. To win the first few seconds of decision making words are the least effective of these tools. To strengthen this inherent weakness use power words, avoid tragic words and always us a compelling headline. To win at marketing you must successfully interrupt, engage, educate and to make a compelling offer, one your customer can't refuse!

The Psychology of a Customer

The hierarchy of recognition is one of many points to consider when developing a marketing piece. Make sure your marketing team, be they in-house employees or professional consultants know as much as you, if not more, about your customers and what motivates them to take action and make purchases from you. There are many skilled marketers and designers out there but few know and understand the vital marketing skill of selling.

Weigh their ability to sell as high as any other part of their resume or you may get a beautiful piece that cannot sell.