Your product works perfectly (but nobody trusts it)

I see it all the time.

The product works. The functionality is solid. The business model makes sense.

But prospects bounce. Customers hesitate. Investors pass.

Why? Because the design screams “I didn’t think this through.”

Generic. Templated. Like it was assembled from random parts in a weekend (because it was).

Here’s what nobody tells you: Design isn’t about looking pretty. It’s about signaling competence.

I just got published in Differ on this. Here’s what matters.

What Your Design Actually Communicates

Every design choice sends a message about your business.

Random spacing? Says “we improvise everything.”

Inconsistent buttons? Says “no attention to detail.”

Harsh black text on white background? Says “we used the defaults.”

Your prospects don’t consciously notice these things. But they feel them. And they leave.

Professional design isn’t about aesthetics. It’s about removing doubt.

The System vs Chaos Problem

Here’s the difference between a $500 website and a $50,000 website:

The $500 version: Random decisions stacked on top of each other. Blue button here, green button there. This spacing feels right, that spacing is whatever fit.

The $50,000 version: Every choice flows from a system. Typography hierarchy defined upfront. Color palette with intentional meaning. Spacing that creates rhythm.

Same functionality. Completely different signal.

One says “startup scrambling.” The other says “organization that executes.”

The Three Strategic Design Decisions

Before you build anything, make these three decisions:

1. Typography Strategy

Two fonts maximum. One for personality (your headings, your voice). One for clarity (your body text, your substance).

This isn’t about fonts being pretty. It’s about consistent voice across every touchpoint.

2. Color Strategy

Not “what colors do I like?” Ask: “what does my customer need to feel?”

Trust? Blues and deep greens. Energy? Warm oranges and reds. Innovation? Purples and teals.

Then tint everything slightly toward that primary color. Your grays. Your shadows. Everything.

This creates cohesion. Cohesion signals “someone thought this through.”

3. Aesthetic Direction

What does success look like in your industry?

Modern SaaS? Clean, minimal, lots of space. Creative agency? Bold, personality-forward. B2B manufacturing? Solid, trustworthy, proven.

Your design should fit your market’s expectations of success, not fight them.

Why Mathematical Consistency Matters

The $50,000 websites use an 8-pixel grid for everything.

All spacing. All margins. All padding. Multiples of 8.

Not because 8 is magic. Because consistency signals professionalism.

When everything aligns naturally, prospects don’t notice the design. They notice your message.

When things are slightly off, they don’t notice the misalignment. They just feel uncertain.

The Subtle Cohesion Signal

Here’s a detail that separates amateur from professional:

Never use pure black or pure white.

Tint your neutrals slightly toward your brand color.

Blue brand? Slightly blue-tinted grays. Warm brand? Slightly warm-tinted grays.

This one change makes everything feel connected instead of assembled. Intentional instead of improvised.

Your prospects won’t notice this consciously. But they’ll feel the difference between “thrown together” and “designed with purpose.”

Design as Business Strategy

Every interaction with your brand is a credibility check.

Your website. Your proposal document. Your product interface. Your email signature.

Each one either adds to the “these people execute well” column or the “these people are scrambling” column.

Professional design isn’t about looking expensive. It’s about removing friction from the trust-building process.

When design is consistent, prospects focus on your value. When design is chaotic, they focus on their doubt.

The Real Cost of Bad Design

You don’t lose customers because your product doesn’t work.

You lose them before they try it.

Bad design isn’t a conversion problem. It’s a credibility problem.

The prospect never gets far enough to evaluate your product because your design already told them you’re not serious.

The full breakdown is on Differ: [link to article]​

But here’s your question:

What’s the first touchpoint where prospects decide if you’re serious?

Your website? Your proposal? Your product interface?

That’s where design strategy matters most.

—Simon