The value in good design is that it can separate your brand from the rest of the pack. Going above and beyond by just a little bit can provide the perception that you are leaps and bounds ahead of your competition, which can lead to disproportionate rewards in your favor. Disproportionate rewards are seen throughout the business world for top performers via the Pareto Principle and in actual studies like this one by the prestigious business consulting firm, McKinsey & Company, where the top 33% performers were found to be compensated 66% higher than the next group of performers under them.
Another great example is how Apple’s design concepts fetch a premium dollar in the tech marketplace. In the web design world, I came across a nice example of how a virtual meeting company called UberConference helps differentiate themselves by sending an animated “thank you” email after sign up instead of the typical boring static email.
I think this email makes a great example of a small way you can make a difference with your designs that pack a large pop when it comes to creating a positive perception of your brand. While most companies go about their business sending basic transactional emails, UberConference takes advantage of this touch point with people to create an unexpected experience that is more likely to make people take notice and remember them. It is in the most basic sense, Seth Godin’s Purple Cow.
On a closing note, here’s another graphic featured in one of Asana’s announcement emails visually demonstrating one of their new features instead of simply just talking about it.
Have you seen another example of an animated email that got you to stop and take notice? Share it below in the comments section.