This may come as a shock to most, but design is much more than making things look pretty. It takes a certain type of person to be able to pay attention to the little details most won’t even notice in the end result. From business cards, to posters, to newsletters, to websites and social media, there are so many elements of a business that designers are able to tackle. So why is it such an important part of a business? Why pay a hipster in denim jeans 20 dollars an hour to "fiddle around" on Adobe?
Well, as much as us hipster’s seem radical to the older business owners, we surprisingly know what we’re talking about. Here are three main points on why graphic design is critical to any business.
As mom always says “Time’s have changed”. Well, she’s right! 2017 is a different time. In a fast pace world, how do you draw attention to your business? Staying relevant is #1 on the list for a reason. You need to keep your logo minimal and yes, you should be paying someone to help you. As a business owner I’m sure you’re stressed enough, so feel free to pass the mouse to someone who knows what they’re doing.
Where do you start? Ask a designer about a brand refresh. This is when a designer takes your current logo and branding stationary (i.e. business cards, letter head, etc.) and simply updates your brand. They can keep your same colours and same basic logo, but make it more modern and make sure your brand looks unified. On the right side ( mobile: at the bottom of the page) you can see how a brand like McDonald's, Google or Seattle's Best have changed their logos over the decades.
The average person only looks at a sign or billboard for 3 seconds. That’s 3 seconds to make an impression or be forgotten. So, of course with our new-found low attention spans we need to create logos that are quick, eye-catching and overall minimalistic. Keep it simple, stupid! I learned this term in my Advertising and Graphic Design program, and I try to live by even outside of designing. By simple I don’t mean just write out your company name in Times New Roman. You need to look at your brand through someone else’s eyes. Maybe it’s too busy or too simple, either way you can’t go wrong with a logo that is recognizable, unique, minimal, and most importantly legible. I have noticed many logo’s around town that have chosen a font that is the opposite of simple. Don’t be that company!
If you want your company to look professional, then what’s stopping you from seeking professional help? If you want to accurately communicate your company’s personality and attract your target market, then you should leave it to a graphic designer.
One last point I want to make about working with a graphic designer, is sometimes you have to trust their professional opinion. The same way I trust the company fixing my car, you need to understand we are trained to create. Seeking professional help will be much easier for you, and your end result will be worth the cost and time.
In closing, graphic design is much more important than you think. It is something more and more people are becoming familiar with, so don’t be the brand stuck with the 90’s bubble letter logo. As Milton Glaser, “There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for.”