“I love the buttons on this shirt” was the surprising comment my husband made after putting on his button-up shirt one Sunday morning. Now Shawn is not someone you would consider a fashion guru, but he frequently appreciates the finer details.
“You know, I think buttons really make or break a shirt” he continued. “Buttons make a shirt look cheap, or they make the shirt look like a really nice, quality shirt.”
Neither am I someone who would consider myself super fashion-conscious, but as a visual communicator, I really appreciated that comment. I may not have said it, but after thinking about it, I 100% agree. Even buttons on a shirt are their own form of visual communication.
This got me thinking about the finer details of what I do and how similar that statement is here too.
Look at a few examples...
- Typography. Font choice might seem like minor thing, but it makes a huge difference. The fonts you choose can make you look commonplace, chintzy, or childish (hello Papyrus and Comic Sans. Or they can make you look traditional, upscale, and classic (say hi Goudy and Garamond). Using too many fonts make you look inconsistent and untrustworthy. But the right fonts, used appropriately and consistently, give people a good impression about your company. They communicate safety and trustworthiness.
- White space is another one of those “details“ most people don't think about, but really stands out when used appropriately. When used incorrectly (or not at all), it communicates scattered, careless, busy, or cheap. When used well, it visually communicates composed, careful, clean, and valuable.
- Paper choice is one more of those things that screams without making a sound. Your choice of paper can communicate thoughtless, flimsy, and cheap or it can communicate careful, strong, and valuable.
These are just a few things your graphic design and print visually communicate about your company without ever saying a word.
If you've never thought about that, I would encourage you to give it some consideration. (Professional graphic design really is important. If you still don’t understand why, read this post.)
If you want to hear my first impressions about what your company’s branding communicates visually, give us a shout. Please let us know how we can assist if you need help in any way.
The finer details are part of what makes a company memorable. Just like the buttons on a shirt communicate the carefulness and detail of a person, graphic design and print communicate the quality and professionalism of a company.
Communication is always important. Make sure you're doing it right.
Paying attention to the finer details is part of designing a memorable company.
