Graphic design for small business owners is like the artwork for homeowners. They know they need it, but it’s not at the top of the priorities list. Instead, they only invest on infrastructure, people, products, and service delivery; completely ignoring the fact that without good graphic design – a logo, for example – people won’t even come through the door to experience the business’ people, products, and service delivery. Graphic design matters. In fact, it can send a powerful message to clients. What’s the influence of good graphic design to the customers?
What’s the Big Deal About Graphic Design?
Most small business owners start their entrepreneurial journey thinking they’re unique. That’s an inherent mistake because according to the Australian Bureau of Statistics, as of 2017, there are already 2.24 million actively trading businesses.
One can only survive this surplus of competition by catching the audience’s attention, creating intrigue, and engaging them. That’s what graphic design is for. It’s a major part of a company’s branding strategy. High-quality graphic design, especially professionally done by graphic design businesses, does more than differentiate one business from another.
Good graphic design also:
- creates a good public perception;
- promotes brand familiarity;
- encourages the customers to buy.
The Influence of Good Graphic Design on the Customers
- Brand Familiarity.
The market is overcrowded. A small business can offer high-quality products and exceptional service for less and be completely overlooked. People have a tendency to buy from the most familiar brands.
How can a small startup compete? They have to do branding right. The right aesthetic – one that says, “We offer high-quality products. We have exceptional service. You can trust us.” – can catch people’s attention, raise their awareness of the brand’s offerings, develop customer trust, and improve conversions.
- Visual Psychology.
The most pronounced influence of good graphic design to the customers is perhaps “in the mind”. A child’s storybook has more images than words and has colors only bees and art students can see. It’s because the human brain process images faster than text.
Every color, shape, and symbol triggers distinct emotions. Blue, for instance, evokes tranquility and reliability. Yellow is fun and exuberant. Green is nurturing and earthy. Black indicates power and precision. Red makes people feel dangerous and hungry, making people upsize their fast food meals unwittingly. Circular shapes tell people the brand is sensitive; while angular shapes give off a tough and durable message.
Long story short: a brand can subtly influence people and send them a message before ever meeting them face to face.
- “Feel Good” Feels.
There is a growing number of brands going retro these days. With the many horrible things happening in the world today; it’s no wonder people are drawn to products that make them feel sentimental and nostalgic. Graphic design businesses call this nostalgia marketing.
But it’s not just nostalgia. People gravitate towards an aesthetic that makes them feel happy, excited, hopeful, etc. Brands can influence customers through good graphic design that gives them the “feels”.
Graphic Design Tips for Small Business Owners
- Simplicity. Use clear images and typography.
- Versatility. The design should easily translate to all forms of media.
- Relativity. Ensure the graphic design is related to the product and services offered.
- Memorability. Need we say more?
- Durability. The design must endure because brand familiarity relies on consistency and longevity.
Owen Gingerich once said, “Our brain the most complex physical object known to us in the entire cosmos.” The mind is mysterious, elusive and, often, too complex to understand. However, it doesn’t mean it can’t be nudged in the right direction with subtle hints. With the right graphic design, any business can influence their customers to make them a part of their lives.