Never underestimate the power of graphic design. It has the power to either make or break your sales and marketing efforts. Too many people dismiss design as an unnecessary expense but, in reality, it is incredibly important to your bottom line. As such, it deserves an adequate allowance of both time and budget otherwise you risk wasting both those precious commodities entirely. In this post, we’ll explain why skimping on your graphic design budget may represent a fool’s economy. Not convinced? Read on …
Think about it for a moment: what is the single most important thing that world-dominating companies like Apple have at their core? Answer: excellent design. Without that, their products would simply be buried in an ocean that’s littered with hundreds of mediocre products. Excellent design lifts them high above the competition and also makes their products desirable. And once converted, famously few Apple customers ever go back.
It’s the same for printed sales and marketing pieces, adverts and packaging. Looking mediocre is a sure fire way for your promotional efforts to be completely overlooked in the ‘din’ of other mediocre efforts that compete in your marketplace. Excellent design, in contrast, will both attract and entice your potential audience so they notice and desire your product or service, not those of your competitor. Yet so many companies miss this simple opportunity by seeing design as an unnecessary expense rather than the incredibly powerful marketing tool that it is!
Let’s break down the main components of graphic design …
Good Design = Good Communication
Graphic design is about much more than how your sales and marketing pieces look. Good graphic design primarily has great communication at its heart. It’s all very well if your leaflet, brochure, poster or packaging looks attractive, but that’s no good to anyone if they don’t understand, in an instant, what it’s all about and what is on offer. So, one of the first considerations of any good graphic designer is to identify what the core message is and then to communicate that message prominently to the prospective audience. A good graphic designer will also pick out any secondary and subsequent message elements, making sure that each is communicated with the appropriate weighting in the sales or marketing piece. Using this hierarchical approach to the prominence of elements and messages will mean that the prospective customer knows where to look first and thereby learn quickly what is being offered and why.
Good graphic design primarily has great communication at its heart.
Features & Benefits
Once the product or service being offered has been made clear, another job of a good graphic designer is to make sure that the features and benefits of the product or service are also clearly communicated to those taking a closer look. Features are no good alone, of course; the prospect needs to know how those features will benefit them — so don’t forget to include your product or service’s benefits in the printed text.
Then, of course, the printed communication needs to look eye-catching and attractive. The right graphical and typographical styles, photos and/or illustrations need to be presented in such a way that they catch the eye, communicate all the right messages as outlined above, all in a pleasing way. The ‘tone’ of the design also needs to be right. If your product or service is a luxury one, then the design and printed output needs to ooze quality. If your product or service is an inexpensive bargain, then the designer needs to pitch the design just right so that it looks high quality overall but does not look or feel too expensive. This fine balance is all part of the job of a good graphic designer.
Part of that balance is, of course, the paper, card and print processes used in the final printing. Some printed items look better on textured papers and cards, others work better on uncoated stock and still others might look best on standard paper with, say, a matt lamination. There are many paper options and many finishing options to choose from, so good graphic designers will also be able to advise on what might work best for your particular product or service — and production budget. The optimum result will be a printed item that both looks and feels good, without breaking the bank.
It’s All a Waste without a CTA
Once all of the above has been considered, then you’re well on your way to ‘converting’ your prospect’s interest into an actual sale. However, there’s one more thing that needs to be included. Remember to Read more