Graphic design has always carried the bulk of a brand’s branding, image and personality. But, today, with brands spreading themselves over traditional media, digital media and everybody’s smartphone, the importance of good, consistent graphic design has never been greater.
In a market filled with dozens of “me, too” products and services, graphic design is one way to stand out. Being cool looking isn’t the whole story, however. When you’re taking customers through an online buying process, graphic design can make it easier. It can also help the user accomplish a task, find information and clarify communication. In other words, good graphic design can be crucial to any business, in every facet of business.
By using typography, layout, photography, graphics and color, a designer is able to minimize elements that aren’t important and maximize those elements that are. Much like a skilled magician, a graphic designer can direct – and impress – the eye of the beholder. Look at a confusing website or print ad, and you’ll be looking at the work of a designer who was focused on looks vs. utility, on design vs. functionality. To get the best design results, it’s important to understand and pay attention to form as well as function (as we do every day here at Envision Works, of course).
Imagine going to a website to buy a product you saw in a magazine. You’re clicking and searching and have no idea if your purchase is in the shopping cart or not. You don’t know where to enter your payment information, or your shipping address. And the frustration builds. That’s when you give up and leave the site – every retailer’s nightmare.
Even worse, you wonder if the company’s service, product quality, etc. are handled just as poorly as their website.
A well-trained, experienced graphic designer has a good eye, technical design skills and a lot of common sense. He or she understands the user or reader experience, understands business goals and strategies, and is able to solve complex problems every day.
In other words, a good graphic designer – and a good design – can make or break a business.