I know I say you need great design a lot…I mean, why wouldn’t I? It’s my business. Of course I want you to spend your money on my service. But, the truth is, I’m not getting rich off of this. I keep my costs low and work with start ups to ensure they get affordable pricing because it’s something I believe in. Sometimes it’s impossible to outline the why you need great design on a Facebook post or in 140 characters or less so I thought I’d do it here.
Here are three reasons you need great design:
1) It Validates You: Look at the landscape around you. Look at the successful businesses and how they present themselves. Even terrible products can become popular with great marketing. There is a reason Budweiser puts millions of dollars a year into marketing. It’s not because they are really the “King of Beers”, it’s because they dress for success. Coming out of the gate with a sloppy logo, unbalanced brochure or mediocre packaging is no different than showing up to an interview with a pair of jeans and your old Motley Crue t-shirt. It might have some minor appeal but the majority of people will reject it at first glance. Every piece of artwork we do starts with an evaluation of you and an evaluation of your target market…the goal is not a pretty/professional design.
The goal is mass appeal to your target audience.
2) It Amplifies You: If you have a storefront or a sales room you have the ability to sell your product. But what about outside that building? What is drawing people in? What happens when your product gets distribution into local/regional/national grocery chains? Who will sell your product then?
The design will.
People want to be drawn into a story and become part of a movement. If you can get a person to pick up your product you are almost to the point of them purchasing it. If your logo jumps out at someone from the road, you are that much closer to a sale. If you brochure looks and feels better than all the other brochures on someone’s cluttered desk you become the person they call.
Don’t rely on word of mouth when your design can be your best sales person.
3) It Ingrains You: The purpose of branding is to resonate with the consumer. A person cannot taste your craft brew or micro-roasted coffee if they don’t buy it the first time. They won’t tend to remember your name but they’ll remember your packaging or storefront. Our brains are naturally set up to be attracted to or repulsed by certain things…and those things stick with us. We remember the things we love and the things we hate. Everything else is forgotten. When you have a label that resonates with people, packaging that engages more than just one sense and business cards that are made of quality paper or interesting design you end up becoming a part of a person’s life. It’s rare someone notices a Saturn but most people notice the Delorean. Whether you love them or hate them, the Delorean is memorable. That means you need to take a risk. If you want to be remembered by consumers in a sea of images and branding, you must take a risk and become memorable.
Don’t settle for mediocrity in any part of your business plan. Start with great design and watch your profits increase.