How Does Your Marketing Message Look?

By Brad Shorr • June 30, 2006

Companies–especially ones with limited advertising budgets–sometimes think hard about what they’re saying, but not hard enough about how they’re saying it. Literature, Web sites, logos, and graphics that look out of date suggest a company that is stale, behind the times. Don’t underestimate how much a customer’s visual impression can affect his attitude about your business. We get hit with so much advertising all day long, we are almost forced to accept or dismiss a company or product at a glance. On the other hand, it’s no good to go to the other extreme and create marketing materials that are overly stylized–they come off as phony, and sometimes they are just that. Good graphic design strikes a balance: not easy to achieve, but worth the effort.