Monday, July 27, 2015
Don't under-estimate the value of good graphic design.
As a business owner, publisher, or editor, you address all sorts of pressing issues during your workday. The most difficult might be budgetary in nature, tempting you to skimp on areas such as skilled graphic design. Don’t do it. Here’s why.

Graphic design can be a powerful tool, communicating much more than mere visual embellishment. It functions as a bridge between a prospective customer and your business. Until a person decides to engage with your organization, design is their only reference point – at this point it’s all they see, all they know, and all they have to relate to – making graphic design important to the branding process.

A good designer strategically uses visual tools (ie. colour, size, shape, space, type, photography and illustrations) to help communicate the message, or to evoke a particular response… motivating people to do things or try things that they may never have thought they would, or could. They understand the importance of focusing on marketing and communication objectives, taking into consideration such things as target audience, desired market positioning and the appropriate consumer perception. They’re also acutely aware of the need to get the most out of your organization’s investment, while maximizing the long-term brand-building benefits of your communication efforts…online and offline.

Understand that designers can’t create a masterpiece on their own. Great design is born out of a strong and meaningful relationship – built on mutual understanding, trust and communication. Success is rooted in the commitment of effective leaders who demand bold, innovative thinking, who seek different points of view to broaden their own perspectives. They have the ability to view the world through the eyes of customers, employees, competitors and influencers, and respect the expertise of those who excel at their craft.

So think long and hard about who you’re entrusting with your brand and what they really bring to the table. Typically the old adage is true; you get what you pay for. And to quote Dr Ralf Speth, CEO Jaguar Land Rover; “If you think good design is expensive, you should look at the real cost of bad design.”

Stay tuned for future articles where we’ll cover some of the most prominent and innovative design trends emerging in 2015.

Good design is good business.

Paul Bies
Mystique Brand Communications

- Paul Bies
About Me
Paul Bies
Paul is a principal of Mystique Brand Communications – a brand marketing firm focused on helping small to medium sized businesses position themselves, build brand awareness, and create thought leadership. Paul thrives on helping his clients meet their business goals and objectives through unique branding solutions and marketing strategies that engage consumers on multiple levels.

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