Design is often the first impression, so make sure it’s the right one
Our sight is our primary sense so the first impression a brand makes is visual, strong and leaves a lasting impression. The job of the designer is to ensure that wherever the customer interacts with the brand, it is making the right one, consistently. Is the brand professional, serious, educational? Is it fun, quirky, intriguing? Good design conveys these impressions without saying a word.
What a customer sees, when browsing online or looking a packaging in a supermarket, is confusing or gives the wrong impression, it is much harder and more expensive correct than spending time getting it right from the beginning.
When you are risking big budgets, it is worth working with someone who is prepared to do some research, and test concepts out with consumer groups.
Good design and consistency build trust
First impressions turn into lasting impressions, especially when every visual aspect surrounding your brand gives the same professional impression consistently. A good designer will consider all touch points in the customer journey to ensure that they recognise the brand from the smallest directory listing through to their website, brochure or exhibition stand.
Good design pays for itself
Visual identity is built to last. To gain recognition, an identity must be in the market for some time. It is designed to express what the company stands for, what makes them the brand of choice time and again, so it must stand against shorter lived trends.
It considers not only what is needed now, but things like future expansion, changes to the business, adding new products and trends. A professional designer is trained to take all this into consideration and leave you with design assets that once paid for, can be used across multiple platforms again and again. Good design remains relevant over time whilst you to reap the reward.