Investing in good graphic design for your company allows you to create an image that is both unique and distinctive to your company. These graphics appear on your website, business, letterhead, and more. Having a well-designed graphic enhances your professional image. When someone hands you a business card that has obviously been well-designed and printed on quality stock, you are often left with a professional image of the person and the company they represent.
Think about the opposite of that well-designed business card. Imagine someone hands you a card with an obviously homemade logo and printed on perforated paper at home. Imagine that they hand you a brochure that is poorly laid out, has unattractive color choices, and badly edited, blurry photos. What would you think of the person handing you the card or the brochure? Would you think they were representing a professional business that offers a high-quality product or service? Probably not. In fact, you might find yourself wondering if they are running their business from their parents’ garage.
Professional, creative graphic design will allow you to build a brand identity that will leave a lasting impression. A well-designed logo creates brand recall. What does that mean? Well, what does Apple’s logo look like? What do you think of when you see it? How many of their products can you name? That is a form of brand recall. When you create a professional, distinctive image, people will be more likely to remember your brand and return to it.
Regardless of the type of business you run or the size of your operation, it’s important for those you encounter to believe that you are offering a first-quality product or service. Creating a logo with a stock font is not going to do that for you. Your professional image, in the absence of any personal recommendations, is determined almost exclusively by your graphic image. Well-designed graphics will give your professionalism a boost that is not achieved any other way.
It may be tempting to put off spending the money onquality graphic design by saying you simply cannot afford it. If you are in that situation, ask yourself, can you afford not to do it? Consistency in branding creates trust and brand loyalty. It you are using graphics designed by your sister’s boyfriend’s cousin who really wants to get into art school until you can afford a professional designer, you may be projecting a less professional image for a long time, and when you do change it, the difference in design might make your brand harder to recognize.
Graphic design needs to be a part of your business budget, and it doesn’t have to be prohibitively expensive. If you clearly communicate with the designer about what you are looking for and the image you want to portray, giving as much detail as possible from the start, the designer will be able to get a clearer picture of what you want and eliminate the back and forth that comes with wanting to get things just right, which, in turn, will keep your costs in check.