It might be easy for some small
business owners to regard graphic design as almost frivolous, compared to many
other aspects of Internet marketing for SMEs. After
all, isn’t it really just about giving your organisation a presentable face?
In truth, the sheer ubiquitous
nature of graphic design in today’s world – encompassing not only websites but
also the likes of brochures, flyers, packaging, signage and social media
advertising – should tell you something slightly different about its continuing
influence.
Here, then, are just four of the key
advantages for SMEs that do take seriously the potential and power of graphic
design.
It improves brand awareness
How your brand communicates with its
audience isn’t just down to the text that it uses; visuals are also key. Iconic
brands like Nike and Coca-Cola have long used graphic design to capture
attention from likely purchasers and entice them into turning their initial
interest into action.
It embodies professionalism
Of course, all of this is dependent
on the graphic design itself being professional. Nonetheless, graphic design is
an aspect of Internet marketing for SMEs that can be instrumental in getting
audiences to take such businesses seriously.
Remember that observers will
instinctively associate the ‘vibe’ given off by your organisation’s logo and
other graphic design elements, with all other aspects of how it conducts
itself. If your graphic design looks sloppy or chaotic, for example, don’t be
too surprised if your target audience tends to regard your wider organisation
as being so, too.
It can be highly persuasive
One only needs to look through the
legendary World War I recruitment posters, bearing slogans like “Join Your
Country’s Army” and “The Empire Needs Men”, to appreciate the extraordinarily
persuasive power that graphic design can have.
Today, persuasive graphic design may
be deployed at least as often on product packaging as on military recruitment
posters. Nonetheless, the art of imparting a message in graphic form to
audiences to convince them to perform a desired action remains much the same.
It tells a compelling story
Every successful brand has a story
that helps to answer potential customers’ “why” questions, and not just their
“what” questions. Indeed, the brand stories to which customers feel they can
best relate are also often those that are most successful in persuading them to
buy.
Yes, the exact message that your
brand communicates through its graphic design might differ from one design to
another. However, by telling a consistent brand story – including through the
colour and font choices that help to evoke certain emotions or associations –
you’ll be able to exercise consistent power in how you engage and captivate
audiences.
Is your firm’s current approach to
graphic design its ‘weak link’ in its efforts to appeal to its target
audiences? If so, PENNInk
Productions is ready and waiting to advise and assist you as far as this
key aspect of Internet marketing for SMEs is
concerned. Simply call us now, on 020 8144 7931, for further
information.