You already know the advantages of having a business website, a brochure and of course, a unique logo. You have also found the right design company for your business needs. However, you are not exactly sure how to go about defining the type of graphic design that you want your provider to work on. You are sure that this deals mainly with how your company’s information should be presented in a visually appealing way but you are not too keen on the details.
If you are currently considering the integration of graphic design for your business or if you are in the middle of rethinking your company’s image; it is helpful to keep these basic considerations in mind to help you translate your vision from concept to any media.
Choosing your Colors
Any visual concept needs to deal with color and the basic way to think about colors is through the technique of color association. Color is the basic element in graphic design that will serve as the foundation of your company’s image. A lousy color combination can drive away customers instead of attracting them while a good use of colors can boost interest in your business. Deciding what color to go with can be a little tricky but there are basic considerations that you can think about to help you decide on a starting lineup of color choices that you can discuss with your design team later on.
What industry does my business belong to?
If your competitors’ graphic design palette is along the lines of conservative blue or green, grey, white, and a little red, your business may benefit from a little deviant flair by adding more red to your color scheme. Or you can choose other color combinations which are still along the polished and conservative look of your industry but not necessarily traditional in design. Think what colors your services or products are usually associated with and consider how these colors can work better for your business. Maybe a polished, conservative look could be enhanced with a clean, minimalist design using the same color scheme that your industry is known for but add a little twist to it. For example, you can take a bold color such as red as your accent and then use the traditional white color as your design’s background. A little punch of color can spark interest in a webpage, brochure or business card.
What is my business’ edge over competitors?
This may sound cliché but this can actually help you narrow down your color choices. Your answer need not be technical. If for example, one of your business goals is to make visiting your clinic a fun, learning experience then the next step is to associate a color with that kind of environment or mood. You could take a look around your actual workplace interiors and see how the colors work on your mood and thoughts. Your graphic design should reflect this aspect of your business’ goals so that customers will always associate this kind of service with your company.
What would I like to change in my company’s image?
Would you like to make a transition from professional but boring to dynamic and fun? How will your current color scheme fit into this image? If you already have a current color scheme but would like to work on a change then you need to think back and evaluate. Review your marketing materials before. What colors were used in the graphic design for your marketing materials? Which ones were successful and which ones were not? Based on these previous experiences, you should be able to narrow down your color palette to those colors that worked well for your business.
From these color choices, think of what you would leave out and what you would like to retain for your graphic design requirements. Think of how the color will help effect the change in image that your business needs. You should also consider if the image change you want is a minor change or if it entails a major overhaul. This means the color scheme change can be done subtly, using colors that are still close to your old color scheme or the color change can be drastic and very different from your previous palette.
If you are just trying to establish a niche for your business, then the next question should be given utmost consideration in your graphic design strategy.
What values and/or attitude do I want to project to customers?
Never forget to consider the values and attitude that your customer has attached or will associate with your company. Your color choices should help enhance your company’s image as a whole even if you are just focusing on improving one aspect of your business. A good graphic design should be able to make an efficient compromise between what you would like and what your customers need. A simple change of color can bring vitality and a fun vibe to the “established and reliable” image of most successful companies. However, if the color scheme is not given adequate consideration, it may end up down-grading the company’s image from “established professional” to “just starting out.”
On the other hand, new businesses may start out projecting themselves as “established” using the same color scheme in their graphic design as their already successful competitors. This could promote interest in the business for a short while but it may only work to lessen the company’s credibility in the long run. It is wise to look fresh if your company is just starting out. This way, customers know that you are not trying to fool them and they will focus their interest on your company’s potential instead.
Read the second part of this article here: Graphic Design and Your Business – Choosing your Design.