Would you rather look at something beautiful and interesting, or something ugly and dull?
It’s a tough one, we know. We’ll give you a minute.
Beautiful & Interesting
Ugly & Dull
We’re guessing in the end you choose door number 1. Even if you didn’t (maybe you just really enjoy being bored?), we’re confident that the majority of your customers would. And their preferences are the ones that really matter, after all.
So right away, there’s an obvious argument for good graphic design. People like pretty things more than boring things. So make more pretty things, right?
I mean, that’s not wrong, exactly.
But it’s only a fraction of what good graphic design can do, and why it matters so much to your business, branding, and bottom line.
Graphic Design Grabs Your Customer’s Attention
We humans like to think of ourselves as masters of the universe. Top of the food chain.
But when you get down to it, our thought processes are not as complex as we think they are. We make decisions (or rather, our brain makes decisions for us) fast. You really only have a matter of seconds—a couple of words, a flash of images—to hook somebody before they move on to the next thing.
And with all due respect to words, the visual language of your marketing often makes a bigger first impression than the written language.
The visual vocabulary of course includes colors, images, graphics, and the like. But it also includes a lot of things you might not think about.
Agonizing over the font, sizing, and spacing of text.
Considering shapes—soft and rounded, or bold and angular.
Providing an obvious path for the eye to follow, drawing it toward your most important calls to action.
These sorts of decisions should never be made carelessly. Because if your design is boring, cluttered, or confusing, you aren’t going to keep your customer’s attention and you aren’t going to make that sale.
Good Graphic Design Improves Communication
How many times have you struggled to explain something to a friend or a colleague, before finally saying “I’ll just show you.”
Countless times, right?
While we’re not sure a picture is worth exactly a thousand words, sometimes images are just much easier to understand.
I could tell you about how beautiful my trip to Greece was, or I could show you my pictures.
I could try to explain a series of statistics and research about an important topic, or I could show you a chart or infographic that displays that data in an easy-to-understand, visual way.
Graphics and images can often communicate important information, and even emotions, in a way that really resonates with people. And it often communicates those things completely, just at a glance.
But there’s even more to this story.
Often, simply by adding relevant images to an existing piece of content, the words that are already there are more likely to connect and stick.
It all comes back to keeping the reader interested. Notice how we’ve filled this webpage—the one you’re currently reading—with images, graphical flourishes, bolded text, and the like?
Imagine if, instead, it was just one solid wall of text.
Incorporating graphic elements into you text at regular—and frequent—intervals makes viewers much more likely to stay with you to the end and actually read what you have to say, rather than giving up partway through.
Graphic Design Helps You Establish Your Brand and Gain Recognition
What do some of the world’s biggest brands and companies have in common? We’re talking Apple, Google, Target, Starbucks … you get the idea.
They have a visual identity. They make an immediate, emotional impression that is clearly communicated.
Of course, that includes a memorable logo. But these brands are so strong that, even if you couldn’t see the logo or company name, you could instantly identify the company from just an image, or a piece of mail, or from looking at their website.
Your branding is more than a pretty face or a catchy slogan. In the broadest sense, your branding is about how you’re defined in the minds of your customers.
When your name gets mentioned, what’s the first thing they think about? What qualities or values do they associate with you? What sets you apart from your competitors in their minds? Do they even know you exist?
Say something about who you are and what you value.
A simple example—do you want your branding to suggest youthful energy and innovation, or reliability and tradition?
Make an emotional connection with target customers.
Does your branding appeal to the kinds of people who need your product or service the most?
Establish your credibility as a business.
If your branding and marketing look professional, customers will assume professionalism in other aspects of your business, too.
Clearly communicate a message visually.
Is it immediately obvious what the message and meaning are supposed to be?
Motivate purchase decisions.
Does your branding compel a customer to action? Is it obvious what you want them to do?
When your branding is effective and memorable, customers think of you first, and are more likely to choose you over your competition when they have a problem you can solve.
But to be effective, your branding needs to be powered by intelligent and consistent graphic design.
Graphic Design Allows You to Expand Your Marketing Range
Here are some extremely obvious and basic graphic design projects that pretty much all businesses should have covered:
Website design and layout
Social media profile images
You’re going to want to do a bang-up job branding and designing these core elements of your marketing. But graphic design gives you the means to promote your brand, services, and products through a nearly limitless amount and variety of visual media:
- White papers
- Business cards
- Print advertisements
- Digital advertisements
- Trade show banners
- Internal training materials
- Swag (pens, coffee mugs, bean bag chairs, flash drives, etc.)
When you have a strong brand established and a good graphic design team in place, it opens up new opportunities to expand your reach in the marketplace and advertise yourself in new and exciting ways.
The Bottom Line?
Graphic design is good for the bottom line.
Getting noticed. Getting the word out. Establishing your brand.
During every stage of the buyer’s journey, good graphic design pushes your potential customers forward.
It helps you stand out from the crowd, and stick in the public memory.
It helps you educate and inform about your products and services.
It helps demonstrate that you have the credibility and professionalism to solve the problem.
It helps you reach out and connect through dozens of different mediums and campaigns.
It gives those customers the confidence they need to choose you—and the trust and loyalty to use you again, or recommend you to their friends.
Does your branding need a refresh? Does your company’s “visual language” need to be adjusted to something your target customers understand.
Give us a call today and find out how we can help.
We are always looking for talented individuals!