It’s very easy to see design–especially things like logos and business cards–as superficial beauty. However, if applied with thought and consideration to what you want to achieve and the wider brand of the business, it can prove to be far more than that. Good design can make a positive difference to your bottom line.
Like it or not, we all draw some degree of information about people by the way they present themselves. The clothes they wear, their standard of language, where they live, the car they drive etc all help to form our perceptions. We may tell ourselves that it’s unfair to judge on those criteria–after all, they can be misleading–but nevertheless, they all go into the mix in creating our initial, and sometimes lasting, impressions.
It’s no different with how we judge a business. Our first impressions can set the foundations for our perceptions of the quality of their service or product. If we meet a member of staff face to face we’ll draw conclusions about their company from what they have to say and the manner in which they conduct themselves. If our first contact is over the phone, we’ll form an impression based on the conversation we’ve had. And if the first we see of a company is via its website or printed literature, then it is the text and design that informs our initial impression.
The design of any marketing materials–off or online–should support the text and encourage people to read it. It should make it easy for people to access the information that is relevant to them. The tone and messages conveyed by the design and images should echo those communicated in the written word. Color, layout, fonts, imagery, and format will all contribute to the perceptions that people will unconsciously form.
Design can imply all manner of qualities and messages–should the business be perceived as traditional, modern, innovative, professional, trustworthy, corporate, friendly, large, small etc? What is the target market? Where and how will people see it? What does the business want to achieve as a result? These and other questions all need to be considered and addressed.
Good design will draw the attention of those in the target audience, provide them with the information that they need, and stick in their mind afterward. It will enable the message to be noticed, understood and remembered. Not only that, but it will also prove to be an investment rather than an expense, contributing to a strong brand that customers will trust and buy from.
excerpt from northwest business life
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