Design sits at the core of amazing brand experiences. Smart organizations are realizing that embedding design into business practices is now a necessity in order to create a deeper loyalty among customers, and ultimately to make an impact on their business results.
Design is more than aesthetics. It’s more than creative concepts or graphical outputs. It’s more than just how something looks; it’s about how something works.
Here is exactly how great design can impact on your business:
First impressions matter.
You know what they say: you only have one chance to make a first impression. Whether it’s a website or the logo in an email signature, potential customers will judge a business in just a few seconds based on visual appeal alone. High-quality graphic design gives businesses credibility—and that’s priceless. No matter how great a product or service, with poor design, it’s unlikely anyone will stick around the company’s website or keep its email long enough to find out.
Design can tell a story.
Similarly, it’s important that people get a feel for what a business does even if they’ve never heard of it before. Thoughtful design evokes the right image in customers’ minds. The concept for a daycare center would be entirely different than that of a law firm.
Design makes a company memorable.
Solid graphic design provides branding consistency across every visual, customer-facing aspect of a business. A great design will include precise colors, typeface, imagery, and mood for everything. This way, customers have the same experience visiting a company’s website as they do reading its brochure. Think of it as a kind of alliteration—it helps the business become recognizable and memorable. Plus, consistency symbolizes professionalism, and professionalism symbolizes trustworthiness.
Creative design helps a business standout
If there’s one thing all small businesses have in common, it’s that they all face competition. And to set themselves apart, they generally have a handful of differentiators, whether those include pricing, quality, customer service, or something else entirely. But consider that creative design can help a business stand out, too. A company’s visual communication plan serves many purposes, and making the business unique should be one of them.
Good design converts.
A slick website is nice to have. A slick website that converts is even nicer. Design isn’t just about making things look pretty; effective design should entice and persuade. A smartly designed website can direct visitors to take action, like clicking a “buy” button for instance. A well-crafted pamphlet compels readers to keep turning pages. Professional graphic design has the potential to deliver measurable results for a small business.
Spending more up front saves time and money in the long run.
When businesses don’t take graphic design seriously in the beginning, they will more than likely go through a design overhaul eventually—in some cases, more than once. However, quality design has longevity.
Many business owners understand the value of great design. Many others do not. you can educate small business owners about the value of great professional designs. you can always remind them of David Ogilvy’s famous words: “Pay people peanuts and you get monkeys.”
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