Humanity's desire for design is innate. Because graphic design is visual communication, any message that is communicated visually is graphic design. The goal of graphic design as a trade is to effectively communicate visually.
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Just look around. I look around in my office and see it on every single book on my bookshelves (and there are a lot). Graphic design is on package design. It’s the logos on the computer — actually, the logos everywhere. It’s on my mousepad; it’s on my pens.
Everyone can do graphic design. Everyone does do graphic design. (Ever written a letter, typed a paper, or signed your name?) But effective graphic design takes more than just willingness and some Sharpies. It takes training, talent, and skill to create effective visual communication. And yet, while many individuals and companies leave it as an afterthought, it really should be one of the first priorities. Effective communication enables you to sell a product or service.
Effective communication is what enables you to sell a product or service.
Communication not done verbally must be done another way. For 99% of non-auditory, impersonal communication, that method is visual. Good or bad, this communication is typically put in some form of design.
Now that we have seen that graphic design is literally everywhere, we also see that it is obviously important. But why is it important for your company? Well, I'm glad you asked. Let me inform you :+)
First Impressions Matter
First, graphic design matters because first impressions matter. Customers judge your business within their first few seconds of interaction. This judgment is often based on visual appearance alone. That makes visual presentation extremely important. High-quality design of your logo, brochure, or flyer, etc. gives your business credibility. You may offer a great product or service, but if a customer doesn’t get past a negative first impression, it doesn’t matter how great your product or service is.
Graphic Design Makes Your Company Memorable
When your companies brand themselves consistently, customers have similar experiences with your company online, on your brochure, and in your store. This consistency means your business becomes recognizable, professional, and trustworthy. All of these things make your company valuable and memorable.
Design Sets Your Company Apart
One thing all businesses have in common is that every one of them faces competition. No matter what you already do to set your company apart, have you thought about how creativity can give you an edge over the competition? The way your company communicates your message visually is another way to set your company apart.
The way your company communicates your message visually is another way to set your company apart.
Good Design Compels
Graphic design doesn't just make things pretty and sharp. (Although that is an added benefit). Ultimately, graphic design is about influencing customers and compelling them to interact with you. (This leads to purchases). For example, a well-designed website will direct viewers to an intended action (such as a “buy now” button). A well designed pamphlet keeps customers turning pages. Professional graphic design uses art to guide audiences, influence clients, and compel customers to action. This gives small businesses that utilize graphic design the potential for great results. If you are not using graphic design that is well done, you are leaving money on the table.
Professional graphic design uses art to guide audiences, influence clients, and compel customers to action.
As a graphic designer, I am trained to inform, direct, and attract attention with the designs I create. If you do not currently use professional graphic design, I believe it can really help your business.
Convinced you need a graphic designer? Work with me!
If you know you need it, but professional design is not in your budget right now, I totally understand. I am a small business owner too. If you are convinced you need it, but would rather do it yourself or have one of your employees take a stab at it, I have a book that may help.
My book, Success by Design* explains and shows small businesses, individuals, and teams what the basic principles of design are. It shows how to make design work for you, no matter what software you use.
Whether you design yourself or have someone else do it, I ask that you would consider the importance of graphic design that is well done. It makes the world a more beautiful place.
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*Link have an asterisk next to it? That's an affiliate link. Read my affiliate policy here.
