Graphic Design made easy!

What makes graphic design so important to small business?

As a small business owner you no doubt have 100 different things going on in your mind with another hundred things either on your plate as well as sitting on a lovely little to do list that is ever growing and constantly in the back of your mind!

Graphic design is described by wikipedia as "Anywhere there is a need to communicate visually" to elaborate and relate specifically to small business, Graphic design is an underwear touting superhero that levels the playing field between big business and the 'mom & pop' stores all over the world!

G.D has a powerful cloak of invisibility, giving our small business the chance to appear a lot more diverse, capable & resource rich than we may actually be which in 90% of situations is a really good thing. G.D and branding can paint a picture in the eye invoking an emotional response (the ultimate goal of all designers.) that develops such results as loyalty repeat custom & referral.

G.D also possess the super ability, elasticity. Coupled with technology of today G.D can bridge countries and religion and cultures. It has been said that a picture can speak a thousand words and this is correct, even in a thousands languages! Although there are numerous peoples across the globe there is a common language. Color instills the same emotions world wide (but please, even superman has his weaknesses!) there are small variations which need to be adhered to at all times to ensure success. A major factor which needs to be taken into consideration at all times to avoid conflict & wars (seriously, look at how many wars were started between opposing groups touting different colors, logos and signs which people were willing to die for!) so when looking at development of your imagery/ logo etc make sure that your graphic designer is aware of this because he/ she can only work with what you have given them. So make sure that you have given them all the information that is important such as target market, country etc so that he can make allowances for challenges of this type! Even an underwear touting super hero is humanised by a well placed kick to the family jewels because of a lack of insight and or preparation by the business owner (not mentioning money which could magically disappear if you don't do your homework!) As a small business owner more often than not you have to do the majority of brand development yourself simply to keep costs down. A well thought out plan and or direction before you approach your direction will no doubt save valuable dollars in regards to consultation and development fees!

Beside other major factors behind why i love design so much is that G.D has the most powerful superpower of any superhero ever. Yes, ever!

INFLUENCE.

Advertisers have known this for generations, politicians, war mongers and even cake stall fundraising mothers know that influence is paramount. Every where we look we are dominated by people wanting to make us wear this and wear that, eat this, live here, drive there in that ... its endless. It's visual chaos! And sitting in a little box with a brief on an A4 piece of paper or hidden in some form of electronic communication, is a designer who's job is to do just that. Influence. to communicate visually. Often using media with a limited lifespan, such as business cards often used as a first contact with a business that has a lifetime at mos of about ten seconds! Because as soon as you get it you make an instant decision whether or not to keep it based on factor as minuscule as do i like this guy, or his he serious about that tie? even things such as a bad morning with the Mrs ... it's true!

ENTER GD. Superhero extraordinaire. As soon as you touch the card you know it's different. As soon as you take half a glance you think hell, I hope he doesn't ask me for mine ... the bad morning disappears. fades away behind thoughts of envy ... and a typeface that makes you cringe and realise your own short comings. This mere 90 x 55 mm card has you questioning your very soul. Am I worthy? The answer ... not even close.

Graphic design is visual communication that evokes response, emotional attachment, desire and influence. The equaliser.

NEXT: Graphic Design & small biz success!

Individual elements to success including the business card, letterhead & even logo.

How as a small business can you possibly compete in the same market as other well established & realistically well financed businesses?

Well this isn't a fix all hub that will find you dominating your target market in your town, city or what have you but this in the eyes of your target market will at least even the playing field.

Firstly you have to look at your business form the eyes of your prospective clients. First impressions kind of sucks if you know what I mean. Most of the time to normal people I'm pretty incoherent always babbling and drawing. Leaving memos on my cell phone every 10 mins as I see 1 opportunity after another... its endless. I don't dress the same as many of the stereo typical web-designers that work @ other design firms in my town nor do I look nor speak the same for that matter! BUT this is fine. In most cases your business card, an advert, maybe even your website is the first contact your prospective clients have of your business and it is this method here that keeps you on a level playing field with larger corporations!

Business cards are an imperative tool. If you look at it in its simplest form its a means of contact with you and your business. But as creatives, it's a first impression of your company. Of you even!

Let me paint you a picture. Your friend and you have a quick afternoon coffee in a local cafe. Nothing out of the norm? You mention you were looking at moving your business efforts online. He mentions this mutual friend who was in the same situation and he gave him a card. He fishes it out of the trillions he has stashed away in his all too masculine wallet. He talks about how impressed he was with the design, how simple the site was to navigate and overall how highly he rated the site.

Finally he finds the card and gives it to you. Surprisingly it's in good shape (single side laminate!) the design is simple, clean. One of the corners is rounded. A little bit dynamic, definitely different. Easy to read, highly effective.

Now tell me this. How many employees does this company have? Whats there annual turn over? How many clients and of what calibre have they serviced over the last 12 months?

YOU CANT TELL!

The only thing that you can derive from this experience is that this first contact with this customer who had a possible solution to your dilemma was an impressive piece of print media,a business card, that talked volumes about your business! Imagine the impact a website may have as a first point of contact? Clean, quick to load, easy to navigate and find the appropriate information. Provided a solution?!?! you'd be surprised at how many people will relate this first 'impression' of your business with YOU and your company.

My advice therefore to gain an ideal first impression would be this!

1. Realise that your print-media and anything associated with your business is exactly that. An extension of your business and a reflection upon it, including you.
2. That you have full control of this perspective by using a professional at all times and by making sure you have alot of input into it. Your first impression should speak volumes. But only volumes about the good things about your business! (an example, if you have only two staff its not a matter of being limited in your design abilities its about having a tight knit highly focused team culture!!!) Make sure your first impression is the right impression for both you and your business!

It is this thinking and this innovative approach that small businesses need to embrace for them to effectively compete with larger corporations. Innovative approach in regards to the type of media used and how it is used that will effectively level the playing field!

NEXT: Branding and the small business: how to tell your story on a budget!