Ask the expert: How can graphic design impact my small business

What can I do to give my company a visual edge?

A great place to start is with the logo. A good logo is simple yet captures the unique personality of the company. It needs to make an impactful first impression and work well in a variety of applications. Maintaining consistency throughout all of the marketing materials is also VERY important. Marketing materials that look like they belong together lead to brand recognition and trust. You can create an overall “look” by setting up a visual standards list. Your list should at least include a color palette, one or two fonts (to use exclusively), and some directions for logo placement and use. Likewise, the company website should carry the same consistent look. Making it clutter-free, fast and easy to navigate through will go a long way in keeping visitors at your site. Finally, it can help to hire a graphic designer—designers are trained to make visual materials look professional!

Can hiring a Graphic Designer really have a substantial affect on my bottom line?

Yes—BUT. Making your company look “pretty” won’t necessarily increase your business. You need to identify your target market and have marketing materials that are relevant and appealing to them. Find out who your competitors are and how they are promoting themselves. Decide what makes your business unique and better than the competition. A graphic designer is able to take this market information and create visual materials that will engage your audience and generally increase your bottom line. A graphic designer can create an impactful logo that captures the uniqueness of your business while working well in a variety of applications. A designer knows how to keep consistency throughout all of your marketing materials in order to create brand recognition and trust with your audience. Working closely with a good graphic designer, combined with a smart game-plan, can lead your business to greater levels of success.

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