3 reasons you must invest in good graphic design

This post will take Estimated reading time: 3 minutes to read Branding


How often have you received a piece of marketing collateral and thought ‘backyard operation’?


Small business owners know their trade. Be they a physiotherapist, mechanic or veterinarian, the service they provide to their customers is likely first-rate. But if you are their first-time customer, you are, however, trusting a stranger with some pretty important stuff, like, in this example – your body, motor vehicle or pet.


1.            Good graphic design builds trust.


When consumers consider using a business for the first time, and in the absence of any personal recommendations, they search for signs of professionalism to help them gain trust. Creating marketing collateral on a Word document will not build trust. The consumer is not expecting you to be a graphic designer, but they are expecting you to know that your first impression is important – and that you will therefore make the necessary investment in this area.


2.            Good design won’t kill your budget


Good graphic design doesn’t have to cost an arm and a leg. Most designers charge by the hour; this can range from $50 to $150 per hour, depending on their experience and standard. Where you save time (and money) is by providing a detailed brief. The more detail you give a designer, the less time they need to spend bouncing a design backwards and forwards because you (the client) didn’t provide them with enough detail. If you get the brief right, you will save time and your design costs will be kept to a minimum.


3.            Consistency builds trust


A golden rule in marketing is that consistency builds trust: consistency in marketing messages, consisistency with products and consistency in graphic design. To build consistency with your graphic design, you must aim for uniformity across every ‘touchpoint’ of your business. This includes your website, business cards, letterhead, and point of sale material – they all need visual consistency and uniformity. Think of Apple and all of their different methods of communication – TV commercials, their website, their packaging etc. – and notice how they speak with ‘one voice’. This is what you are trying to achieve, albeit on a smaller scale and for a smaller cost.


The initial setup will require you to invest some time to work with the designer to agree on the look and feel that you want to portray. It may be quite a deviation from what you currently have in place or it may just be some slight tweaking. Templates can then be created by the designer so that moving forward you can easily populate your Word documents and PowerPoint presentations, update your email signatures, order new business cards or do any other essential business that involves communication.


Keep in mind that humans are naturally drawn to good design and make a connection between the look of your marketing communications and the anticipated professionalism of your service delivery. If your marketing is visually appealing, the consumer is more likely to connect with your brand and choose you over your competition.

About the author

Chris Dale Chris Dale is the founder and Managing Director of MarketingHQ. He is a Certified Practising Marketer with over 15 years senior marketing experience. He helps small and medium sized businesses create great marketing strategies and systems that grow their businesses. You can connect with him on or on LinkedIn.

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