The Tribune

By Deidre Bastian

Why should businesses pay attention to their graphic designer? In a market crowded with dozens of competitors all selling the same product or service, the only way to stand out is by strong branding and image.

We live in a culture in which we are constantly bombarded by information and commercial messages. Every company, for-profit or non-profit, clamours to rise above the bombardment, and for this reason quality graphic design can help swing the odds in your favour.

Many business owners may not think about how important graphic design is for their business. But a great approach for entrepreneurs to maintain is that good graphic design offers a business credibility and, in my humble opinion, many small firms need this.

A graphic designer works as a facilitator, creating designs that help businesses accomplish a task. It is no secret that bad design is a hindrance, meaning that typography, layout and colour choices are more than just graphic design messages.

They can minimise and highlight effects that are important, allowing viewers to quickly see what they need before a purchase. Please note that a graphic form must never win out over its function, but you have to understand function in order to get good results.

In principal, a well -trained graphic designer should have more than just technical skills, and needs a good amount of knowledge to estimate what works for a business plan and what doesn’t. Moreover, I believe that an ‘on the ball’ designer should know when to use a rule and when to break one in order to best serve the business.

By the same token, an organisation may have great ideas and great goals, but a graphic designer should be able to position business ideas in a way that is appealing and enhances consumer perception.

If you are not convinced, think about this: You have probably hesitated to buy a product or service because of its presentation or how it looks. I feel strongly about packaging. Moreover, businesses ought to ask the question: Is the concept visually appealing? Is it clean and uncluttered? Does the information flow? Is it organised and easy for people to read? Do these concepts reflect my organisation?

Do you believe that a first impression can make or break your business? Whether you do or don’t, follow this: A well-intentioned guest arrived at an annual gala wearing sweatpants, ratty shoes, and clearly had not held a comb in his hand for about four weeks or so. What would your impression be? Not so good, right?

But wait, this guest might say: “I really mean well.... I contribute to society and my mother sat on the Missionary Board for one year.” Too late, your impression is already formed. You are only allowed one chance to make a good impression.

This subtle dynamic is exactly what plays out when organisations attempt to save money by designing something without the services of a qualified and skilled graphic designer. I feel that businesses should regard design as an investment and not an expense.

Now we have finally arrived at the big question: Why is graphic design important for your business, and why should businesses pay attention to their graphic designer?

Well, quality graphic design and marketing is a powerful tool for businesses. It is an investment not only in looking good, but contributes to the overall success of a business, allowing viewers to take your business seriously even if you do not.

Good design has the power to improve your image and strengthen your brand, make your business stand out from your competitors and sell your message to customers more convincingly.

Ultimately, this means one thing only... better business. I think you will be astounded by just how much revenue will improve if you want a return on your investment.

In general, graphic design is not just the difference between beautiful and boring; it is the difference between customers choosing you as opposed to your competitors. I strongly believe it is nonsensical to invest thousands of dollars into a business, then peek through the windows every day and pray that customers stop by or come in without any type of advertisement or marketing.

This structure is not like the confident chicken that ‘sits’ on an egg every day waiting for a hatch. Business doesn’t work that way; selling is the name of the game. Advertisement is the name of the game; marketing is the name of the game. A good designer is the person with that game.

Bottom line, your company’s image is the only thing potential buyers can connect with, and a good piece of graphic work that sells will get you started. So ensure that the impression you are making with your business is the right one. If not you are merely wasting your time.Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

Ms Bastian is a trained graphic designer. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas