Newsletter

Think of graphic design as a clear phone line. 

Or a confident handshake.

Or a good barber.

At its best, graphic design helps you communicate clearly, provides a visual way to share your business' philosophies and values, and makes you relevant to your intended audience.

How can graphic design do all that?

Not all graphic design can. But effective graphic design fuses color, shapes, lines and many times words to visually represent who your business is and what it represents. It illustrates thoughts and ideas in ways that help the viewer understand.

Good graphic design – what is it?

Examples of graphic design are all around you, including logos on your clothing, billboards on the highway and the cup that holds your morning coffee.

What qualifies graphic design as good? There are no hard and fast rules. Like art, it rests in the eye of the beholder. However, there are objective criteria.

• It clearly communicates your message.
• It is aligned with other ways you communicate.
• It distinguishes you from your competitors.
• It addresses your needs as you define them.
• It has staying power.

Just as importantly, good graphic design should surprise, delight, inform and inspire. It requires proficiency in execution as well as imagination.

Good graphic design – why do I need it?

That's a fair question. PAVE Creative Group is a graphic design and marketing firm, so of course it's in our interests to tout its virtues. But if we didn't believe in the value that good graphic design can deliver for businesses, we'd be doing something else.

Sometimes when people ask why they need graphic design services, we respond with these questions: What kind of car do you drive? What kind of coffee do you drink? What kind of clothes do you wear?  Do you care about the image you portray? 

Fact is, design in general and graphic design in particular significantly influence purchasing decisions we make every day. That said, great design can't make a product or service a blockbuster success. But it can propel an original product to further success by making it more recognizable and relevant to consumers.

Think red. Think cola. What comes to mind? Think swoosh. Think shoes. What do you see? From global mega-companies to savvy mom-and-pops, the adept use of graphic design as a business tool is becoming a more important factor for growth.

Good graphic design – how do I make sure I get it?

You should start by asking around for referrals. Look for graphic design work that has been done for companies that are similar to yours in size and product or services offered. Ask for the name of the design firm and if their team met expectations.

After you've pulled together a list of possible candidates, ask to see their portfolios and meet with them. Chemistry is important. If they are easy to be around, listen more than they talk, and seem to care about your challenges, you are likely to enjoy working with them.

No matter with whom you decide to work, there are a few things you should remember:

1. The graphic design process is about your company, not the designer. You pay the invoices. There's nothing wrong with beautiful design, but don't get bullied into accepting work that doesn't meet your objectives.

2. Strong partnerships are based on respect. The firm you choose should respond to your calls in a timely manner, explain the procedure they'll follow in working with you and meet deadlines set in advance.

3. The creative process allows room for questions. It's reasonable and recommended to ask about a designer's thought process in creating work presented for your approval. You have the right to question whether it meets your objectives, even if you aren't a so-called design expert. Remember, the work should be a reflection of your business.

4. Get a written estimate before work begins. The estimate should outline specific costs which could include design, copywriting, proofreading, project management and revisions even on a straightforward project.

5. Know what will be delivered. You should have a clear idea of what you will walk away with after you give final approval. Will you receive an electronic file ready for printing? A completed brochure? A Web site with all content in place?

6. Participate in the process. Your role is vital. Before you meet with a designer, take the time to think about your business, its values and the things that distinguish it from the competition. Define your intended audience and clarify your message. Make a list of your competitors and bring in samples of work you like if possible. If there are colors you hate or love, tell the designer. These are important cues for creating an effective design.

Finally, have trust in the professionals you hire. Don't micromanage. And don't expect something for nothing by asking a designer to create samples of what he or she "might" do if hired.

Good graphic design – how do I make sure it doesn't go bad?

There are rules about these things, and they exist to protect your investment in your graphic identity.

Good graphic design can go bad when:

• You fail to protect your design. This can happen when a logo is broken into its parts, colors or typefaces are changed, or designs are inconsistent from piece to piece, such as in a brochure and on a Web site.
• Future needs aren't considered. The more you can look ahead, the better. Talk to the graphic designer about how the current work will apply to projects undertaken months or years from now. Also, clarify capabilities; staying with one firm to execute new pieces can help protect graphic identities from dilution and poor execution.
• Designs change too often. Ideally, graphic design should have a shelf life. Certainly, some elements may evolve over time but you don't want to overhaul your image every few years. You risk confusing your intended audience.

Good graphic design – assuming you want it, what's next?

The first thing to do is to figure out your short-and long-term budgets, timelines and deliverables, and begin interviewing firms. Then make your choice and trust the professionals you've hired to meet your expectations. Great graphic design is something that can transform your image and boost company morale overnight. And fear not, most graphic designers are inspirational and fun to work with!

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PAVE Creative Group helps clients develop innovative brand communications and graphic design solutions. Services include advertising, public relations, internal communications, Web sites, corporate identity systems, brochure design, direct mail, packaging design, interactive CD-ROMs, corporate intranets, e-newsletters, merchandising/point-of-sale, product naming, taglines and copywriting.  PAVE is located at 106-A Reynolda Village, Winston-Salem, NC  27106.  For more information, call (336) 721-1021 or visit www.paveways.com.