Small Details, Big Conversions

Some people may think that small design elements in a campaign have a negligible effect. However, even the smallest design details have the ability to make or break the campaign's success. This is because subtle details influence the way consumers decode the message and ultimately determines the consumer's behavior in making a decision to buy the product or not.

Decoding refers to the consumer's interpretation and understanding of the message from the sender to the receiver and must be carefully considered when encoding the message. Encoding refers to the process in which marketers translate a marketing idea into words, images, or symbols that can be communicated to the target audience while taking into account the understanding in the consumer's mind in order to create a desired impression.

An example of a small detail that has great influence on the way consumers decode the message is the color palette used. This is because a color palette can elicit specific emotions or associations. For example, the color blue ordinarily induces feelings of peace and serenity which promotes brand stability and trust. Additionally, voice and tone are other small but important details that are critical to contemplate when encoding the message in a persuasive way to produce the desired effect and ultimate consumer decision.