Why quality graphic design really is important for a small business

Studies have shown that a business has 1.5 seconds to capture someone’s attention. Ready, set…too late!

High quality print design and branding is not just for the multi-billion dollar corporations. In fact, the smaller your company is, the more your graphic design and brand matters. Small businesses have to make BIG first impressions because they can’t afford to pay for a second or third impression. In today’s fast-paced world, we are all under constant bombardment from people trying to get our attention. 90% of the information in front of us passes by without our notice. Now imagine trying to build new relationships and capture new customers with only a 10% chance that they will even see your information, not to mention pay attention to it or remember you when they are ready to buy.

So how do you help insure that people will pay attention to your message?

As I hinted to in the above bullet points about common issues that small businesses face, people won’t pay attention to strangers. That is where your brand comes in. A brand is not just about flashy images, a business ego, or trying to look bigger than you really are. A brand, with high quality, consistent imagery, helps people recognize you. When you are recognized, people are more willing to pay attention to what you’re saying. Many small businesses struggle because they have to spend most of their time introducing themselves to every new prospect and work extra hard to gain their trust. They start from zero every time they make a sales call or try to advertise because they’re not recognized to begin with.

There is no denying the fact that the more recognizable a business, the easier it is for them to gain the trust, support, and patronage of a customer.

For example, there is a reason that people will choose Applebee’s over a mom and pop restaurant. Consumers pick what they know: consistency often outweighs quality. You may offer a better product, but it is a risk from the consumer’s point of view because they don’t know you. They know what to expect from Applebee’s or McDonalds and there is safety in that familiarity. The same is true no matter what industry you’re in. People go to Home Depot for carpet installation, and happily pay more for it, because they know who they are doing business with. People stay at the Day’s Inn instead of the local bed and breakfast because they’re too busy to risk the unknown. I could go on but you get the idea. You may be the better option, but if people don’t recognize you, they’ll go with what they know.

It is more than just familiarity that makes a brand successful.

People judge based on how things look. Just as you know that your local hotel has to look clean, your restaurant has to be homey, and your service providers need to dress professionally, the same is true for your brand. People see your logo, website, business cards, and door hangers as a reflection of your business. You would not show up to a sales call in your pj’s because people would think you do not take yourself seriously. The same is true about your graphic design. If it looks like the image of your business does not matter to you, the consumer assumes that your quality, expertise, and trustworthiness is also open to question. Of course, that is if they notice you at all.

It is hard to get past our natural spam filters, and graphic design that does not immediately set yourself apart from the crowd is ignored. In truth, quality graphic design will not make you more successful alone. Your quality, customer service, and commitment to excellence is what will make the long term difference. But it is the design of your brand that will open the door so that your message can be heard, so that people will notice what you have to offer, and then experience everything else that already makes you great.

In today’s society, people are overstimulated by media, technology, ads, and people trying to get their attention.

But seriously, does graphic design really make our small business more effective?

Honestly, maybe it will or maybe it won’t. But, here is what I do know:

Our society is bombarded with information and visual stimulation. If you want to get someone’s attention and present them with information, you have to stand out.

Visuals are processed 60,000 times faster than text.

Graphics increase the effectiveness of communication. They increase comprehension, recollection, and retention. Visual aids allow us to quickly decode text and attract attention to the information, increasing the likelihood that the audience will pay attention and, more importantly, remember.

65% of the population are visual learners. That means they process and remember information visually.

90% of information transmitted to the brain is visual.

OK, so we’ll just add more images to our info.
Any image will do, right?

Unfortunately, just as images have the power to truly help communication,
they also have the power to hurt it.

      Studies have found that the quality of a graphic design (print, or web) directly affects people’s perceptions about the trustworthiness, authority, accuracy, and legitimacy of the information presented and even of the presenter themselves.

      In our overly-stimulated world, people tend to ignore bad or generic graphics (and the content they are supposed to highlight).

      Common graphic mistakes that hinder communication:
      • Pictures that are obviously stock photographs.
      • Generic graphics that display a clear lack of imagination.
      • Poor quality images that are pixelated, low-resolution, over-compressed, or badly resized.
      • Graphics or images that don’t represent the message.

How we help your small business

Just a few of the things we do

  • Brochures
  • Web Graphics
  • Postcards
  • Flyers
  • Logos
  • Brochures
  • Signage
  • Business Cards
  • Discounted Printing

Contact Mark Zarr

Want more info, or just want to brainstorm some thoughts?

Contact me and we can have a no obligation chat about your business.

Call: 208-954-1611

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