6 Reasons Small Businesses Should Make Graphic Design a Priority

June 6, 2016


 

Small business owners typically run on limited resources, and while each wants a beautiful website,clever logo, and compelling marketing collateral, they’re not always willing to pay professional rates to get them. Instead, they ask an employee without adequate training—usually a marketing assistant who wears many hats—to try their hand at DIY design. Or they start searching the web for “cheaper” options. Either way, the business owner is probably not going to be happy with the results.

 

Why should small businesses should place greater value on graphic design:
 
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. That’s a dramatic contrast, but it holds true in more nuanced ways as well. Consider, for example, Beecher’s Handmade Cheese, a small company with a short history rooted in Seattle. Beecher’s finely detailed logo and packaging labels echo the artisanal nature of the company, the historic imagery alludes to tradition, and its black and white color scheme suggests a classic quality.

Branding makes a company memorable.

Solid graphic design provides branding consistency across every visual, customer-facing aspect of a business. A professional graphic artist will use precise colors, typeface, imagery, and mood for everything he or she touches. 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. It’s win, win…win.

Creativity can be a differentiator.

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 creativity can help a small 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.