So you are starting a new business. The bank account is created, you have the business cards you designed on Microsft Word and your nephew put together a nice little website in exchange for a Nando’s meal. Next it’s off to the first networking event you have scheduled to drum up new business. Pumped and ready with your elevator pitch, smart suit and polished shoes you enter the room.
An attractive brunette catches your eye from across the room and you walk over to her. “Hi, I’m John Smith, and you?” After some small introductions and a quick summary about what each of you do, you hand over your business card. Your new friend looks down and pulls a strange face, thanks you for your details and says she will be in touch if she needs your services. Why do you get the feeling she will not be calling any time soon?
Good design is making something intelligible and memorable.
Great design is making something memorable and meaningful.
First impressions count for a lot, and sometimes a pressed suit is not enough. A strong visual identity which is conducive to your company values can go a long way to telling a stranger what they may expect from you.
In my experience, too many people are happy with mediocre and do not take full advantage of the advise and direction a graphic designer can offer. A good graphic designer can help build a visual identity which is coherent and consistent throughout various touch points, removing confusion and allowing potential customers to base their next decision on something which is more true to your offering.
Here are a few suggestions that will help you refine your company’s visual identity:
1. Look at layout, do the items on the page/screen look balanced. Is there a clear order and direction for readers or is there too much going now?
2. Use a maximum of two fonts, one for headings and one for copy.
3. Ask yourself why you are using those colours. Do they fit the service/product you offer or are they just your favourite colours this season?
4. If you are using imagery choose a style and stick to it. Are the images going to be bright and vibrant life-style shots or saturated shots of business people?
5. Lastly, use the same fonts, colours and style of imagery throughout each touch point if possible. A bright pink business card and a black&white website will make people think they are not the same company.
1. Look at layout, do the items on the page/screen look balanced. Is there a clear order and direction for readers or is there too much going now?
2. Use a maximum of two fonts, one for headings and one for copy.
3. Ask yourself why you are using those colours. Do they fit the service/product you offer or are they just your favourite colours this season?
4. If you are using imagery choose a style and stick to it. Are the images going to be bright and vibrant life-style shots or saturated shots of business people?
5. Lastly, use the same fonts, colours and style of imagery throughout each touch point if possible. A bright pink business card and a black&white website will make people think they are not the same company.
Why not test the message you are sending to customers by asking a stranger what they think when they experience various parts of your visual identity? Is it in line with your company persona? If not,why? Let me know what they say!
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