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How Great Design Can Elevate Your SaaS Brand

June 16, 2022
min read
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So, you’ve got a really cool SaaS company. Your FinTech solution is so innovative that you barely have any competitors and the ones that you do have, can’t really compete…at least not in the technology department.

See, the problem is that while this one competitor might have fewer employees than you do and a subpar solution, they always kill it at trade shows, they get more web traffic than you do, and a lot of your clients mention having spoken with them first. 

Why is that? Well, it all comes down to one simple thing: they have great design. You might have the brains, the tech, and the expertise, but their beautifully designed website, logo, and trade show collateral are enough to make them the first stop for your prospects. 

Here is why SaaS needs great design.

Innovation + consistency= genius

If you think about the most popular and innovative SaaS companies, what do you immediately picture? The blue Salesforce cloud, or maybe the multicolored Google logo? Great SaaS design is about making the most impactful first impression while also making you memorable.

The key here is to be consistent. If you decide that your brand colors are going to be neon pink and muted gray, your creative team shouldn’t put all of their eggs into the website or logo. Yes, those are the starting points, but what about your event booth? Or your digital marketing?

Start with a brand guideline that doesn’t just end at your color palette. Carry that thinking into everything from typefaces to the tone of your copy. In order to create consistency and an impactful brand identity, uniformity and a rule book are key. 

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Who you are, at a glance

We are visual creatures. Beautiful design draws us in, makes us click, and spend more time than we’d like to browsing for things we don’t need. Great design for SaaS means communicating who you are right from the very first glance. 

For example, if you went to SBSW and looked around at all of the booths, you would know who the healthcare companies are right away. Healthcare design is typically very clean, with some variation of the caduceus in their logo.

In SaaS design, you don’t want to look like everyone else, but you want your customers to look at your company and say, “They might be worth talking to.” If you are a cybersecurity company, you might want to stay away from the lock imagery or a key; everyone does that. 

Instead, you can use everything from the tone of your brand down to the logo to draw prospects in. This, while still communicating that you can get the job done. 

It’s essential.

Designing for SaaS companies isn’t just about your logo and color palette. It’s also about your user experience on both mobile and web. If there’s any place that SaaS companies need to ace the test with flying colors, it’s here.

Your prospects may be drawn in by that beautiful logo and engaging tone, but if your website is confusing or slow, they’ll click out after the home page. You’re supposed to be an innovative SaaS solution; a confusing website and a lagging mobile app will cheapen the face of your company.

Great SaaS design you can count on.

Ready to refresh your brand or start the design journey? Then we should chat. Designity is your one-stop-shop for all things design. Work directly with a creative director who plugs in a team of US-based creatives from our vetted pool, based on your needs. 

We’ve got everything you need. Ready to take us for a spin? Start your 2-week trial today!


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Sara, a Designity content writer.
About the author:
Kat Calejo
Senior content writer- Designity
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