Adobe Express has published new research suggesting that design quality still plays a material role in whether consumers trust and buy from smaller businesses, even as AI becomes a more common creative tool.
The company’s Design Index, based on a survey of 2,000 UK consumers and 500 freelancers, found that 64% of consumers say good design matters when deciding whether to buy from a small business, while 41% said they have chosen not to buy because branding or design looked unprofessional.
The research also points to what people notice first. Clear, easy-to-read fonts were the most commonly cited feature at 44%, while creative packaging and a clean, minimalist style each drew 36%. Adobe said attitudes to AI-generated branding remain mixed, with 37% of consumers open to it if the result looks professional, but 35% worried that it can make brands feel less authentic.
That leaves freelancers and small businesses working in a narrow space between speed, consistency, and credibility. Adobe’s own analysis says creators are under pressure to produce a wide range of branded assets, keep ideas fresh, and maintain a professional look across formats. The study also found a generational divide: younger consumers are more likely both to value strong branding and to reject poor design.
For businesses, the lesson is practical rather than aesthetic. Design is not being judged as decoration, but as a signal of competence. In crowded markets, that means readable type, consistent branding, and strong packaging can influence trust before price or product quality has a chance to do the same.
Adobe has published the full study and methodology online for readers who want to read the Design Index in full.
