While a number of small business owners realize the importance of great design, others do not. No matter if it is a start up business or one that has been around for years, the following list can help a lot.
It is unfortunate that smaller businesses do not give much weight on professional web design work. During tough financial times, the budget for creativity is among the first things to be minimized, and this is to be expected. Most small businesses run on limited resources. Though each wants a great website, smart logo and overwhelming marketing collateral, they cannot afford to make a huge investment.
They would rather ask the help of an untrained employee such as a marketing assistant who is a jack-of-all-trades to create a do-it-yourself design. Or else, they will search online for cheaper alternatives. In any case, the business owner may not be happy with the final outcome.
Therefore, when businesses feel reluctant to make an investment in good graphic design, they should consider the following:
First impression lasts.
As the saying goes, the first impression lasts. Even though it is a website or logo in an email, prospective customers are quick to judge a business in a matter of seconds based only on aesthetics. Professional graphic design makes a business credible, which is priceless. Even if a product/service is great, when a website is poorly designed, it is more likely for viewers to leave the site at once, or discard its email.
Design can convey a message.
Even if they have not heard anything about a business, they would like to get a feel of what it does. A design, which is well thought of, projects the right image in the minds of consumers. An electrician has a concept which is completely different than that of a nursery. There’s a striking contrast, but it’s applicable to also slightly different ways.
Branding makes a business easy to remember.
Solid graphic design makes branding consistent in all visual aspects of a business. An expert graphic artist is consistent in fonts, colors, images and mood, among anything he/she touches. Hence, consumers experience the same thing when visiting a website and reading its brochure. It is sort of an alliteration, wherein it makes the business easy to recall and remember. Moreover, consistency boosts professionalism.
Creativity can make a difference.
Businesses have something in common and that is, they all have competition. To have an edge over others, they usually have a number of differentiators like price, customer service, quality or something really different. Creativity enables small businesses to stand out from the rest.
The visual plan of a company has several purposes, one of which is making a business unique.
Great design converts.
It is nice to have a beautiful website. It is, however, nicer to have a beautiful, income generating website. Effective design is not only about having a visually appealing design, but should be able to prompt visitors to take action – such as clicking the “buy” button as an example. A well-designed brochure motivates readers to continue turning pages. A professional graphic design is capable of delivering measurable results for small businesses.
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by Karina Popa
