Graphic design is visual communication; it supports your message. That means that good graphic design is ESSENTIAL for marketing a business.

Companies need to understand that their marketing material is a reflection of their business. If the information in the material is disorganized, customers will perceive the business as being disorganized. If the material contains typos, customers will perceive the business as not caring enough to do a good job. If the material looks amateurish … well, you get the point.

If you do a Google search on “design principles,” you’ll find the various aspects that go into good design: pattern, contrast, emphasis, balance/alignment, proportion/scale, harmony, rhythm/movement, and white space. That last one, white space, is hard for many to master. I can’t tell you how many times I’ve heard, “Just make the type larger to fill the space.” What people don’t understand is that white space is part of the design! (OK, I’ll get off my soap box.) Good graphic designers have a thorough knowledge of these principles. They’re applied in everything we do, from exciting logos, ads, and brochures to more mundane items such as forms and instruction manuals.

With today’s computer design programs, anyone can be a “graphic designer.” However, a good graphic designer has skills and knowledge that extend way beyond the capabilities of any program. Designers create a story and evoke appropriate emotions. They can take large and complex subject matters and break them down into easily digestible pieces. Good graphic design can create a sense of credibility and professionalism, setting you apart from your competition and putting money in your bank.

So, what does your marketing material say about your business? Does it evoke an emotion? Maybe it could use some visual spark? For that distinct look of professionalism, call Creative Spark.

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