Professional design work is nearly always undervalued in small businesses. When financial times get tough, the creative budget is the first to get cut. Barely any small businesses have a dedicated graphic designer in-house. In fact, most either use a design agency or freelancer.
Some small businesses will use an existing employee with zero adequate training. This is usually an administrator who wears a tonne of hats, who possibly once helped design a flyer for a friend’s charity gig back at college. Other businesses might consider searching for a cheap freelancer from Fiverr or Upwork, which can be just as much of a fruitless endeavor.
Essentially, most small businesses typically run on limited resources with every member of the team doing what they are best at. While everyone wants a great website with an innovative logo and engaging marketing collateral, budgets can’t always stretch to hiring the best person for the job. Here are four reasons why businesses should consider making graphic design a priority.
Branding makes a company memorable
A graphic artist can create a precise colour palette, a specific font or typeface, and certain types of imagery for every aspect of the brand, making the business instantly recognisable and memorable. Deciding “which should I use” or “is this font right for my brand” is at the forefront of every decision when creating a brand. With so many options, this can be incredibly time-consuming, especially for those who have no expertise in this field of business.
First impressions matter
You only have one chance to make a first impression. Whether it’s the logo, the website, or the design in an email signature, people will judge a business very quickly on its visual appearance alone. Quality graphic design gives businesses credibility. No matter how good your service is, if the design is poor, the people will move on before they get a chance to find out.
Design can tell a story
It’s important that potential clients get a feel for what your business does and what sets you apart from your competitors. Design can evoke the right image in customer’s minds. A technology company would want to illicit a very different emotion to a health food company. Your design should take your customers on a journey from the moment they first interact with your brand. This will increase the chances of the journey ending in a sale.
Good design converts
Good design isn’t just about making things look pretty. A smartly designed website can direct visitors to take action, like clicking contact us or buy it now. Professional graphic design has the potential to deliver measurable results for small business by keeping your customers engaged and moving them toward the results your business is looking for.
To put it simply, businesses that don’t take graphic design seriously will actually pay the price in the long run. Quality design is an investment that has longevity and can pay for itself many times over when completed by a professional.
GLProUK is a digital marketing agency based in London and Surrey fulfilling the digital content requirements of market-leading brands throughout the southeast of the UK, the US and beyond. Whether your vision consists of podcasts, graphic design or professional video and photography, GLProUK has the expertise and enthusiasm to help get your message out there.