Although there are many, many reasons to use good design, today I want to talk about the 3 most important ones – brand recognition, professionalism, and communication.
Your company's whole brand image begins with a great logo and expands to encompass all aspects of your business. The design needs to target your audience in a way that is professional, functional, and attractive. It should create an instant connection between you and the amazing products and services you offer. But what is a good logo, anyway?
Good logos all have the same basic qualities. Simplicity, timelessness, and meaning. The design should focus on the overall feeling of your company - not on every individual thing your company does. Don't make your logo do all the heavy lifting. Remember, the simpler the logo is, the more recognizable it will be.
Secondly, don't follow trends. Ask yourself if your logo will stand the test of time. A great example of timeless logos are Paul Rand's designs. Your logo should be as relevant now as it will be in 10-15 years. Nobody knows what tomorrow's design trends will bring but there is one way to ensure your logo won't grow stale: make sure you love it. Don't settle on something half-baked.
Third, your logo should mean something. What does your company stand for? It doesn't have to be the obvious solution either. Give some thought to symbolism, your motivation for starting your business, and what your passion is to stay on the right track.
You want to make a great first impression on clients, vendors, and other prospects. Your logo, for example, has a fraction of a second to make that impression. A design that looks cheap casts an unfavorable light on your business and it can be difficult to break the impression that your company can't afford a professional design. I can talk all day about bad design turning people off and making their company look cheesy. Good design uses artistic balance. In other words, no one part outshines another and it looks united.
Graphic design's usefulness goes beyond logos and websites. Graphic design creates visual aids to help communicate your ideas. Like the saying goes, a picture is worth a thousand words. The impact good communication can have on your clients can mean the difference between landing a new account and someone passing because they didn't understand what you were trying to say.