6 Reasons Small Businesses Should Make Graphic Design a Priority

Professional graphic design work is notoriously undervalued in small businesses. When financial times get tough, the creative budget is one of the first things cut. 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.

Here is a list of reasons small businesses should place greater value on graphic design.

1. 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.

2. 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 centre 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.

3. 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 colours, typeface, imagery and mood for everything they touch. 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 recognisable and memorable. Plus, consistency symbolises professionalism and professionalism symbolises trustworthiness. It’s win, win, win.

4. 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.

5. 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 cleverly 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.

6. Spending more up front saves time and money in the long run

When businesses don’t take graphic design seriously in the beginning, they will more than likely go through a design overhaul, eventually. In some cases, more than once. However, quality design has longevity.

Paying for great graphic design one time is no more expensive than paying for subpar design multiple times. Not to mention, redesigning a business’ image over and over wastes time and can be detrimental to its brand.

Conclusion

Many small business owners understand the value of great design. Many others do not. But at the end of the day, “If you pay peanuts, you get monkeys.”

SOURCE: How Design