A company’s image is one of the most significant aspects of its business. It attracts customers, retains them, and defines the nature of the company.
An effective image is built with good graphic design. Yet many businesses neglect its importance, consigning it to the lower ranks in priority. The consequence too often is that the business image suffers — and so does its bottom line.
Creating a good image with great graphics should occupy a prominent place in any company’s overall marketing strategy.
Here’s a look at aspects of a company’s operations that involve good graphic design for business. Paying attention to them can play a role in putting a company on the road to success.
The importance of graphic design is demonstrated in the quality of a company's logo. After all, people judge a company almost instantaneously when they see its logo—without even realizing it themselves. They build a mental picture of the business, and it is extremely difficult later to shake that picture from their minds.
A cheap logo makes a company look cheap. It follows that its products or services are assumed to be of inferior quality, too. On the other hand, a well-designed logo created by a design specialist can make a company look innovative, creative, and professional.
A well-constructed logo should be instantly recognizable. It should be uncomplicated and memorable.
Along with a logo, a graphic designer should select a range of colors that fit in with the logo and reinforce it. Those colors and the logo should be used on a website, on signs, on advertising — anywhere that the company establishes a presence.
A company’s colors usually are selected to reinforce and complement one another in addition to reflecting a company’s image. They should be chosen carefully by a graphic artist who understands the importance of color and the company image that it presents.
Together, the logo and color theme play a significant role in establishing a company's brand, which is a vital element in the image it presents to the public. Without a strong brand, a company will struggle to establish a niche for itself in the marketplace.
The importance of well-designed graphic elements does not stop with a logo and a color theme. Graphic design for business often includes its use in the promotion of a new product or a new service. A company might also want to tweak an existing product or service by introducing an upgrade, for example, or creating an ancillary service.
In such cases, graphics that play off the main logo and color theme can reinforce the company’s overall image. They provide consistency and project the same qualities that are reflected in the main design and color theme.
Great graphics also help to make a website appealing and attractive. They demand instant attention, and users will often decide whether to stay on a site or to move on simply by viewing the graphics on a website.
In addition, the incorporation of a company logo and a color theme are important elements that create a platform for great web design. Once the colors are in place, it becomes easier to build a design around those colors, for example.
The company’s colors, combined with graphics built specifically for the website in line with the company’s brand, help the website reflect the image of the business.
When employees are surrounded by all the elements that come together to make a great brand — a well-designed logo and inspiring theme colors — they develop a pride in their company. They see the brand identity on their website, on their desktop computers, on their emails, on their company signs, and on their business cards.
If the graphics are poorly designed, they will be less likely to be proud of their company. They will be confronted daily with an obstacle to their loyalty to the firm.
Employees are not the only ones to react favorably to great graphics. Customers and potential clients tend to trust a company more if the image they see is created to inspire trust and loyalty. They might see it on a building when they drive to work, on signs around town, and on the company's website. Such repetition builds a favorable image of the company, and when they seek the services or products that the company offers, they will go there first.
The importance of graphic design is not always apparent. Even if a logo consists only of the company’s name, an appropriate impression can be created using the most appropriate font.
Solid fonts create the impression of a credible, viable company. Fancy fonts create the image of a creative company. Black and white designs can create the image of a classic old-world company.
Creative graphic design for business helps a company stand out in a field where there are several competitors. Simple use of a name on a shingle, on a business card, or on a website will fail to attract attention and will be easily forgotten. But the use of good graphics will make a company stand out among many.
When a person wants to use services such as those you offer, they will be more likely to call you if a compelling logo has drawn their attention to your company.
Large corporations are generally well known. Their smaller brethren, however, are fighting for a place in the sun. Their need to attract attention with a compelling design is even greater than that of the larger corporations.
Of course, all companies start small, and many of the large corporations started out with great logos and color themes that helped them climb the wall of success. Small businesses will find that great graphics can deliver results that will help them grow and one day achieve a similar measure of success in their field.
By placing good design at the top of its priorities, a business is investing in its future. Its ability to attract attention, symbolize a company’s professionalism and trustworthiness, and set the business apart from its competition are essential elements in helping a business to grow and achieve a higher level of sales success.
Just as a business will place a high premium on quality sales staff or advertising in the right places, it should place an equally high premium on good graphics.
This is not a field for do-it-yourselfers or the person around the corner who is good at drawing. It is a specialized field in which experts are required.
Consider Bright Vessel
At Bright Vessel, we understand the importance of great graphic design and its role in a company's overall marketing strategy. We can help you establish an attractive and impressive web presence. Contact us today.