- For decades, graphic designers have tried
to apply clear metrics to measure design's contribution
to a clients bottom line.
And for decades this has been hard to prove.
A good graphic designer will work with the client
to establish a voice and brand message.
The design solutions will reinforce the value
of a product or service.
The successful outcome is often a combination
of these working together.
That being said, there is absolutely no doubt
that graphic design impacts the bottom line.
Every major corporation is aware of design's power
to attract the right audience and keep them loyal.
Consider brands such as Nike, Target and McDonald's,
without the strong graphic presence,
each of these brands loses their identity
and attraction to the audience.
You may think I'm not a giant brand like Nike
so it's not as important, but the rules of marketing
and branding apply whether you are a small business
run out of the kitchen or billion dollar corporation.
Kit Hinrichs designed a solution that rescued Muzak
as a company.
Synonymous with elevator or dentist office music,
Muzak was becoming increasingly irrelevant
in the business sector.
Hinrichs revamped the visuals to reflect
a modern, sharp and confident organization.
The new graphics focused the message
that this was not your grandfather's Muzak company.
Jim Biber then realized the identity in architecture,
giving the company a streamlined and bold dynamic.
Since the launch of the new system,
Muzak's value has increased from 100 million
to over 700 million.
The company's reputation is now strong
as a multifaceted creative audio organization.
Let's talk about the pragmatic issues.
First, a well designed website will be more successful
than a hard to navigate and aesthetically unappealing one.
It's common sense to recognize that
in today's competitive business market
the badly designed site will lead to the brand's failure.
Second, the perception of your business
is more important than the reality.
It's unfair, I know, but that's how the world works.
The consumer will decide if they like or dislike
your brand within seconds.
Each interaction with the brand reinforces
their perception positively or negatively.
With these factors at play, trying to succeed
with a logo, visual program, website and packaging,
designed by Jerry, the kid next door, is a bad choice.
Hopefully this doesn't sound too preachy,
but I've seen too many good businesses either fail
or never reach their full potential
because their outward face
is bland, confused and forgettable.
A professional graphic designer knows
how to assess your brand, refine its message,
point it toward the right audience
and create a strong visual presence.
Working with a good designer is an ongoing relationship
that can never make a bad product good,
but can make a good product or service spectacular.