- Alessandro Fard, Contributor
Alessandro is a published UX/UI designer with a passion for amazing design and intelligent user experience. He has over 14 years of experience in web with a special focus in UI/UX. Alessandro has worked directly with brands such as Facebook, American Express, Bank of America, eBay, Sony, Yahoo, TrueCar, and many more. CreateApe, Inc.
So you think your business doesn’t need a graphic designer? You better think again.
For most people, a graphic designer is just some sort of modern high tech artist. That means their value is up for endless debate, and most people are convinced that they’re not actually all that practical for a business.
Yet that’s hardly the case. A graphic designer handles the various visual images that your business uses. They deal with the look of every promotional item you use, including the look of the texts. Their goal is to make your brand look more visually appealing to your intended market.
Take a close at how your business operates and you’ll realize that you actually use a lot of images to help promote your business. You have a brand name, and that means you need to pick a font to represent that name. You probably have a logo as well. In all likelihood, you use a website for your business and that website will be full of images and graphics content.
So exactly what can a graphic designer do for your business? Here are a few examples:
Saves you from tedious website tasks.
If you’re any sort of small business owner or service provider, you most likely have a website. While a website is useful, many small business owners don’t realize until it’s too late that maintaining a site can take a lot of time and effort if you actually want that site to be of use. You have to update the images, and let’s not get started on the videos. You have to edit them and post them too.
Eventually, you’ll realize that you don’t have enough time in a workday to run your business and run your website as well. But some graphic designers will offer both design services and general web management. You get an expert who can actually make full use of graphic design and web management software so that you’re free to actually run your real business and make some money.
Gives your brand a unique identity.
If you’re the only plumber in your area, then you don’t really need to boost your brand all that much. But if you’re one among many, then you have to start thinking about separating your brand from the rest of the pack. Your graphic designer can do that for you a lot more skillfully than you can do on your own.
You’d be surprised at how much of an impression your visual imagery can make on your potential customers and clients. That’s the area in which your graphic designer can help. They can come up with a unique logo that can encapsulate your brand identity. They can choose the right font for your brand name to use on your shop signs and website. They can pick the proper images, website fonts, and website layout to quickly define what your brand stands for. In the end, your brand can become much more memorable because you let the graphic designer do their thing.
Enables you to spread your message across various media.
There was a time when a simple business could get by with just a simple sign on their shop. Nowadays you have to market yourself across a variety of platforms in order to increase your audience. That means you may want to use printed marketing materials, emails, and websites designed for desktop PCs and smartphones. And that’s not even considering social media, which is a must if you want to stand out amongst your competition.
With a graphic designer, you have an expert who knows what kinds of images are most effective for these different types of platforms. At the very least, they’re much more technologically adept at using these platforms. They can make sure that you use the right imagery for your websites and for your oriented marketing materials to help convey your brand identity.
Optimizes your online marketing effectiveness.
Plenty of surveys have confirmed that imagery boosts the effectiveness of your digital marketing efforts. Post a blog, and it will get almost double the views when you have an image to accompany your text. The same goes for your Facebook and Twitter posts, and press releases. The products you sell online are more attractive to buyers when you have professional-looking images, which your graphic designer can create.
Buyers don’t really care much for marketing materials that only use blocks of text. You need photos and videos, and your graphic designer can provide those.
Makes you message more consistent.
It’s a pretty simple rule that when you use a brand name and logo, you have to use the same look every time. You can’t have your logo in a different color, nor can you use a different font for your brand name. It can confuse your potential customers, and it makes you seem unprofessional and inept.
But consistency is crucial in the tone of your messages as well, regardless of the platform you use. Whether you’re distributing pamphlets, sending out tweets and emails, or promoting your business on your website, you need to use the same kind of tone to maintain your brand identity. You can’t be somber in one platform (which works well for law firms, banks, and funeral parlors) and then playful in another platform.
Basically, you can’t define your brand if your brand definition keeps changing. The graphic designer makes sure that your brand identity remains constant so you’re more easily remembered.
Boosts company morale.
Workers take pride in their company when they see that it’s professional and successful. They can then brag about working for such a business among their social circles, and they can take pride in their work. That’s what happens when you hire a graphic designer and your signs, brochures, and website becomes much more professional-looking. It makes your workers proud to work for such a business, and consequently, their performance improves. (Not to mention you’ll probably design a few awesome company t-shirts too!)
Basically, a graphic designer is more than an artist whose value is up for debate. A graphic artist is in fact one of the best communication tools for your brand. With the right use of images and typography, potential customers can tell at a glance what your brand stands for. With a graphic designer, you can stand out from the rest of the competition.