Most small businesses are labours of love. You start your own business because you're very good at something, and that tends to be the thing you focus on. Your product comes first, and the other things, like marketing, administration and finance, are just part of the price you pay. Unfortunately, this means that many small businesses don't live up to their full potential; do-it-yourself graphic design leaves them at a disadvantage compared to their competitors. Although it may not seem critical, good graphic design is in fact vitally important to small businesses.
First impressions make a big difference
When most people think of graphic design, they tend to think of its role in marketing. From trade show banners to business cards, packaging to promotional items, good graphic design helps make your business memorable. Smart logos and branding aren't just about making your product look slick and professional, either -- a successful design tells the story of your business, whether that means cutting-edge innovation, quirky charm or traditional craftsmanship. You may like to think you're immune to marketing, but if you think back to promotional campaigns that you remember, you'll find that most of them involve strong, memorable graphic design.
Online experience is real experience
Online sales and marketing are more important than ever for small businesses. But potential customers have short attention spans and are constantly bombarded by competing messages vying for their time. Your web and social media presence need to tell your story quickly and effectively, communicating not only your product but also your brand's personality to viewers in the seconds you have available.
Product presentation matters
If you're creating physical products rather than selling services, graphic design can also help you provide your customers with a great experience. Graphic design and user experience design are related but not identical fields. Nonetheless, how users feel about your products depends a lot on what they look like and how easy they are to use. Good graphic design helps create user interfaces, packaging, instructions and more that customers find easy and fun to use. Good graphic design isn't just for promotional purposes but is also vital to product identity and the customer's experience.
From product design to promotion, good graphic design helps your business stand out among a crowded field full of competitors. As tempting as it may be to do it yourself and save the money, your business' first impression and the memories you create for your customers are so important that you'll want to entrust them to an expert.