Graphic Design - Don't Blow that 1st Impression!
Whether it's a company business card, a letterhead, a poster, an
ad in the paper, a web site, or any host of business
presentation materials, you need superb graphic design to stand
out in this highly competitive world. Like the old saying goes,
"You never get a second chance to make a first impression."
Great first impressions are made by outstanding graphic design.
There are people who take years in university or college to
study graphic design. The good thing is that if you're not one
of them there's still hope!
Large corporations contract companies or highly capable
individuals who can look after their corporate identity, but the
rest of us need to either hire the local printing shop or do the
design work ourselves.
Today, being able to create a good company image is not the
stumbling block it was years ago. Most computer programs, like
word processors, desktop publishers etc., have 'wizards' that
will help you create an identity for your business by using
existing templates. All you need to do is plug-in your own
information. These programs can create business cards, logos,
brochures, newsletters, posters, and a host of other related
presentation materials.
There are even software programs that will create a very
professional company logo, whether your business is very
conservative or very outlandish. Some of these are less than
$20.
Web sites are also a major part of a company's identity, more so
if you are actually developing or own an online company. By
searching the Internet, you can buy templates for your web site
that will almost be a perfect fit for your business, whether you
are selling online or offline.
Even the presentation of information, the actual words that tell
about your product or service, or anything related, needs to be
considered a graphic design element. Consider some of the
posters that promote milk. The advertising companies that
promote the drinking of milk could write a multitude of words
explaining the chemical make-up of milk and why you should drink
it.
Instead, they add a large photo image of an active person
drinking it outdoors, with a cow in the background, and place
one word in the corner of the poster, "Milk". Everyone gets the
meaning immediately from the photo, which is then reinforced by
the word, or a few words.
When doing your own graphic design, the best principle to follow
is that 'less is more'. Allow for lots of space. People find it
hard to focus on things that are cluttered. Think of a desk. You
don't really notice the desk when it's cluttered with papers and
junk. Remove the clutter and everyone notices the desk. Keep
things clean and simple.
If you do have to present a lot of words, try adding visual
interest by adding pull-quotes, which are boxes set in the text
that quote some of the highlights of the actual text. The box
adds interest.
People usually notice the biggest, boldest item first, and then
go left to right if no clear indication is given. In a newspaper
article, it's usually the photo first, then the headline, then
bolded captions, then the actual article.
There's no shame in looking at a design that works for someone
else, and emulating it, but not copying it.
By keeping in mind what your 'desk', or focus, is, and by using
all the tools at your disposal, many of which are free, you will
be able to produce graphic designs that are both eye catching
and profitable.