Ask any business expert what really matters during times of
economic instability and they will say that continuing to market your business
is critical. Yet, in business, matters of creativity and design are often seen
as something nice to have if you can afford it, but easily cut during uncertain
financial times. Historically, when money is low, the arts and artists feel it
first.
Existing businesses are struggling more, and people are losing
jobs and going out on their own in droves, making competition fiercer than ever.
How can they stand out and be seen - if not by marketing and advertising? And if
you are going to spend the time, money, and energy, why bother if not with good
design? Online or off, good design gives credibility, visibility, and
consistency. It can even make economic sense, if approached strategically.
We all have heard the adage that a picture is worth a thousand
words. When a business is seeking higher visibility, often the projected image
makes them memorable. As you are competing with other companies selling the same
service or product, there are many things which can set your business apart -
but FIRST you have to get the customer's attention. On first impression, the
only differentiation between you and your competition may be your branding and
image. And that is achieved with graphic design.
Good design leads to communications consistency. Studies
indicate that a prospect must hear of or see your business numerous times before
it will spring to mind unbidden. Having a consistent and memorable message and
image can help accelerate recognition and therefore speed up the branding
process.
Imagine this: you are at a seminar listening to a dynamic
speaker and you ask him to send you more information about his company. When the
package arrives, you are surprised to discover the information is barely
readable, the colors clash enough to make your eyes ache, and there is a good
chance the charts were done by a five year old. You will probably overlook all
this, because you met this gentleman, and you already know he really knows his
stuff. But if you received this marketing collateral before meeting and hearing
him, it is likely you would question the consultant's credibility and
professionalism.
When you visit a business on the web, navigation and content on
a web site are extremely important, for it is the visual design which lends
credibility and indicates the professionalism and quality of the business.
Consumer Web Watch reportedly found that "Design Look" (46.1 percent) and
"Information Design/Structure" (28.5 percent) were the top factors people used
to determine credibility of the business they were visiting online.
Having a quality product or service is terrific, but it is not
enough if no one can see you, or if no one knows you are there. What better time
to let the world know that your business exists, than when your competition is
hunkered down and not marketing? Perhaps they are marketing, but doing it
themselves, on the cheap and poorly designed - this, too, presents an
opportunity differentiate your business. Professional design can improve your
business image and communications, and it is good for economics. A good image
offers increased, positive exposure and differentiation from the competition.
Improved communications assures your message reaches your audience, and is
received. Economically, good design increases sales through increased acceptance
and awareness of your products and services.
How can you afford not to be sure your business is well
designed?
Eileen 'Turtle' Parzek is a veteran marketing designer and
online communications consultant who has been working from home and virtually
since 1995. Her business, SOHO It Goes! (www.soho-it-goes.com)
specializes in providing technology driven design, marketing and communication
services to small businesses and organizations.
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