Does Design Make a Difference?

Posted by on Oct 2, 2014 in From the Dugout... | No Comments

brain-40356_1280 copyThese days, there are a lot of opportunities available for businesses to promote their business.  And even some do-it-yourself options are part of the mix. For example: website builder platforms have popped up everywhere — through trade associations, web server companies, and others. Now a days, you can even buy a logo on the internet, grab graphics off from websites (illegally), or create brochures online using templates, and have them printed up—right?  BEWARE!

What’s wrong with doing it yourself? Well, nothing if you understand what you are doing, and you do it well, and lawfully. Does it really make any difference how your promotions look? Does your audience really care about your graphic or brand image or your written message? My own experience as a graphic design and advertising professional to both large corporations and small businesses has proven to me beyond a shadow of a doubt that your brand image does indeed make a difference to your prospective customers. Furthermore, your brand image directly translates into your credibility, or lack thereof. It can either hinder or help you.

It’s not science, it’s intuition! As we navigate through the world of media that bombards each of us every day, our brains process what we encounter in multiple ways and we formulate our response — be it positive, negative, or indifferent. The tools our brains use to make our judgement include: the written word, visual impressions, tactile impression, sound, movement, and even smell. It is a process that is part science and part intuition….or perhaps intuition is science!

In the absence of knowledge, we rely on ALL of our senses to make decisions — both left brain and right brain. Research reveals that humans will respond to colors in different ways, (ever wonder why fast-food restaurants tend to use warm colors?). We relate to other humans shown in photography. We correlate impressions with remembered experiences, and symbols from popular culture and history.  Henry Dreyfuss wrote about the power of the “silent language” of symbols in his book Symbol Sourcebook. Poorly executed communications, with amateurish graphics taken from the internet, hard to read or confusing text, and murky photos speak volumes to your prospect about the quality of your business.

How can good design help? Practicing techniques of good design and writing as you formulate your business communications can dramatically improve your positive response rate. Consider hiring a graphic professional, at least as an advisor. The science of promotion is really an art (and a science) that requires some skill. Your bottom line will be the ultimate proof that this is the real truth.