There are many factors to running a successful business and one of them is keeping your business lean. So some businesses have a stock-imagery or design-it-yourself approach to their business graphics. This approach is a good starting point to get your business up and running, however, if you want to stand out from your competitors then generic graphics will not get you noticed.
Why do we rely on good design?
One of the reasons that we evolved through the Homo sapien rather than the Neanderthals or Homo erectus is because of the innovation trait. This trait gave the Homo sapiens a survival advantage to cope in different situations and this is demonstrated by the variety of tools that they produced. Traditionally, tools have been an extension of the user’s physical self, but today, tools have become an extension of the user’s mental self.
So what does this mean for business? Graphic design is part of the marketing toolbox. This toolbox gives businesses the ability to imagine and anticipate scenarios and take action to direct events towards a preferable outcome. Graphic Design is not just about aesthetics, but about meaning. Poor graphics don’t necessarily have to look ugly, but they can negatively impact your brand by communicating the wrong message.
Are your graphics holding back your business?
Here are my top tips for improving your graphics:
- Identify and consistently use your specified RGB, CMYK and Pantone brand colours.
- Example: find out your brand’s RGB colours using the ColorPick Eyedropper Chrome extension.
- Use the same graphics style for all your marketing.
- Graphic styles examples: ‘watercoloured’ illustrations, block colour graphics, icons etc.
- Don’t use generic graphics to explain a concept that is specific to you.
- Example: use an infographic to explain how your approach is more effective to previous approaches. Don’t use a generic image, because this implies that your approach is generic.
- Update your website, literature files and videos according to your current brand guidelines.
- Example: use the same typeface, colours and graphic styles throughout your marketing material.
Feeling a little puzzled on how to best move forward?
I can give you clarity on the graphics that are and aren’t working for your business.
Book Clarity CallHow have I helped other businesses?
I have helped start-ups and small businesses become more profitable by crafting graphics that showcase their strength and attract their target audience.
Real Life Coaching International
I helped Real Life Coaching International create their brand by refining their main logo, creating sub-sector logos and writing their brand guidelines.
JXD Consultants
I helped JXD Consultants showcase their 7Ps Approach to Customer Experience© through tailored graphics that reflected their brand guidelines.
References
The Interface: A relationship between human and machine (2016) by Janina Neumann
Dissertation