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Patricia O'Loughlin
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Word concubine since 1989.
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Is it Time to Reconsider Your Business’s Graphic Design Strategy?

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Whether you run a small business or a global corporate chain, strong graphic design should be at the forefront of your marketing campaign. However, when financial times are tough for business, the creativity budget is often one of the first things to be sliced.

Before you go pouring your money into other avenues in the hope to increase your revenue, take a step back to re-assess your company’s design. Is it compelling? Does it tell a story? Is it sharp, professional-looking and well thought-out?

If you didn’t answer ‘yes’ to all three of these questions, it might be time to get tweaking…

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Is your logo memorable?

A striking, bespoke logo is a key hallmark in marketing. Essentially, it is what consumers immediately associate with your brand. Think of Shell, Apple or Target – these companies’ logos are instantly recognisable by audiences.

Do you make a good first impression?

While the saying often goes, ‘don’t judge a book by its cover’, there are instances where imagery should be number one priority. Throughout the ages, marketers and advertisers have played on picture superiority effect – in other words, the idea that visual graphics reign supreme over written information. Theories suggest that the human memory is much more sensitive to symbolic imagery than words, which is why data is often conveyed via infographics these days. As a marketer, you need to first pull in your audience via attractive design, then convert them with powerful written copy.

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Is your printed collateral of a superb finish?

While everything seems to be digi-focused in this day and age, it’s important to still pay attention to your printed products. For a consumer, the difference between choosing one company over another can be as miniscule as the quality of paper that your business cards are printed upon. Furthermore, certain industries rely on printed products – for instance, travel companies should still be regularly pushing out page-turning pamphlets, while posters are still a core marketing material for event organisers. Make sure you select a high-quality graphic design supplier that’s going to give your brand that all-important professional standard.

Does your design reflect your brand’s identity?

Most importantly, the imagery that you use to accompany your brand should convey the very personality of your business. Are you sleek, chic and sophisticated? Fun and vibrant? Fast-paced and dynamic? Colours, font and graphics all work to evoke different emotions in your audience, therefore a selective design process is critical.

The never-ending cavalcade of businesses emerging in all kinds of industries these days means that strong graphic design is vital if you want to make your mark as a brand. Don’t play artist – invest in professional graphic design services and give your business the facelift it needs.

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By Patricia O'Loughlin


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