Can’t afford a graphic designer? You need this article.
The value of good graphic design
One day, you’re going to be at the top of your game. You’ll be at the forefront of your industry. The go-to person that everybody else talks about and says ‘Hey, can you make my brand look like theirs?’
But today is not that day. (Yet.)
Today, you love what you do and you adore your business.
But you’re being mindful with your money and careful with your cash.
And when it comes down to the wire and you have to choose where to invest your limited budget, you’re going to take emotion out of it and use your brains to come up with a strategy that’ll get you to the top. Which eliminates professional graphic design, right?
After all, isn’t graphic design just pretty icing on the cake?
The value of good design
I’m here as your resident design nerd, so I might be a little biased. But, as expected, I’m a strong supporter of the “good design matters” camp.
Which is why I asked somebody I know and trust to give me her opinion. Cass Lane runs a creative copywriting agency called Wild Spirit Co. and she specialises in writing words that woo and copy that converts.
So, you’d think she’d be more in the ‘words count more than design’ camp, right?
I’ll let her take it from here.
“If you only have enough money in your budget for one thing, make sure it’s graphic design.
I say this, as a copywriter, because nobody is going to care about what you say unless it looks good.
And it doesn’t matter how much traffic you drive to your site with SEO or marketing or advertising – if they arrive and your site looks like crap, they’re not going to spend a single cent. And worse, they’re never going to come back. So get the design right first and lay the foundation for a brand that’s instantly loveable.” – Cassandra Lane, Wild Spirit Co.
Yep. It surprised me too.
Now, ideally you’d have a budget that allowed you to invest in copywriting, design and marketing.
But, if you could only choose one, then good design is a brilliant investment because:
- According to many experts and researchers, you have just 50 milliseconds to make a positive first impression.
- Humans process 90% of information visually. Which makes your businesses’ design the first – and possibly only – chance you have to win over your audience from the get-go.
- Research has shown that businesses that place a strong emphasis on good design outperform others by 200%.
- The same study showed that every £100 spent on design increases turnover by £225.
- Good design makes your brand meaningful and memorable for your target audience.
- Further research showed that poorly designed websites failed to garner trust from their audience. As a result, they were not read or visited for an extended period of time.
- Good design simplifies complex ideas and makes them easy to digest and understand.
“But, Brianna, can’t I just hire a cheap designer and get the same results?”
Good graphic is often expensive because it’s an investment (as in something that gives you a return) in your brand and business.
When I first work with a new client, I set aside a lot of time to thoroughly research their business, niche and offerings as well as their target market.
This isn’t just for fun; it’s to create a comprehensive brand and visual strategy that is both meaningful and memorable for my client. I want to be confident that what I have crafted for them appeals to their target market and gets them results.
For example, when I create a logo for my clients, I want to be sure it will instantly appeal to their audience. It’s important that it sets the right tone and expectations for their brand personality … all without saying a word.
It’s a big job for one small logo! Which makes planning and strategy vital.
Discounted or cheap graphic design work means that the designers often don’t have the time and luxury to really put in the love and create an individual brand and visual strategy for your business.
And if they get it wrong, well …
“If you think good design is expensive, you should see the cost of bad design.” – Dr. Ralf Speth
Bad design can:
- Turn off your target market.
- Lead to a permanently negative brand reputation.
- Turn visitor’s away from your website and business.
- Cost you valuable sales conversions.
- Appeal to the wrong audience (i.e. not your target market) and confuse your customers.
So, in summary, good design truly is an investment that has the potential to elevate your brand and business.
But that doesn’t mean it has to cost a fortune.
Let me show you how to get the most from your graphic design.
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