An advert for food that suppresses your appetite. A commercial that leaves you wondering what the product really is and how you can avoid it. Whether it’s a billboard, a TV commercial or a magazine ad, we’ve all seen bad ads and wondered, ‘What was that company thinking?’ Yeah, a graphic design disaster strikes again!
It’s true; Nothing leads to bad publicity or wastes your marketing dollars faster than a graphic design disaster. From large corporations to small businesses, everyone has made a graphic design mistake. Big corporations, however, have a lot of money to spend on advertising, so the huge amount of change a big company just lost on an ineffective Super Bowl ad doesn’t hurt their bottom line in the same way that an advertising blunder can. harm a small business.
If you’ve never worked with a graphic design team before, or have had a bad experience in the past (I’ve heard horror stories of small businesses being ignored or mistreated by large design firms), the world of graphic design can seem mysterious. . complex and even a bit confusing. A professional sign or graphics shop has experience turning your ideas into reality and understands every step in the graphic design process. I’m here to debunk the mysteries, answer some common questions, and make sure your small business gets the most bang for its buck! Read on for the “seven deadly sins” of graphic design and learn how to avoid these common mistakes.
Sin #1: Graphic design doesn’t matter.
I am sorry I disagree. The goal of every marketing initiative is to clearly communicate your message. Good design is at the root of this communication. A good design visually implements your marketing strategy; bad design does not. A good design establishes the legitimacy of your brand; bad design undermines it. Even the most creative and innovative marketing idea will fall short if the design is not executed correctly. Whether it’s to drive sales, promote a product or define a brand, graphic design has a clear business purpose and a specific goal to achieve.
Fundamentally, good graphic design should: (1) enhance your image and strengthen your brand, (2) make your business stand out from those of your competitors, and (3) sell your messages convincingly to customers with strong appeal. emotional. The best designs stimulate a subconscious emotional reaction in the viewer. And this all adds up to one thing: a better small business.
Sin #2: Cheap designers are just as good as expensive designers.
You get what you pay for. This old adage is especially true in graphic design. Think of graphic design not as an expense, but as an investment in the future of your business. Would you hire your next-door neighbor to do your business taxes? Unless you are a certified accountant, the answer is probably no. The same goes for graphic design.
If you’re not a graphic designer, don’t try to create your own logo, and don’t hire a friend with no design experience to do it either. Leave your logo and marketing materials to a professional design team. There’s a fine line between getting the most bang for your buck and looking cheap. When you choose to advertise your small business, whether it’s vehicle wraps or window drilling, your goal is cost reduction, not quality. From color disasters to font fiascos, don’t gamble your company’s brand with poor design. Whatever your graphic needs, avoid a branding catastrophe and go with the professionals.
Sin #3: Learning slang is a waste of time.
Actually, learning some basic design jargon can go a long way in understanding the process and getting the most bang for your buck. From vector images to pre-flight approval, graphic design terminology is unique and I know it can be a bit confusing for someone unfamiliar with it. When we started in the design business, we didn’t know all the correct terms either! I’ve listed some common terms below that will help you better understand the design process and ensure you get the best end product.
Vector images – A vector image is one made up of basic geometric shapes, such as rectangles, lines, circles, ellipses, and polygons. Since a vector image is created from shapes, it does not use pixels, so when the image is enlarged, the same high-quality resolution is maintained. Vector images are important because they allow for easy manipulation during the design process. If you have a logo or image, be sure to provide us with the file in vector format. We can also convert some graphic files to vector format, although this is a chargeable service.
color matching – If you’ve already printed a logo or other advertising material, you may want to match the color of your existing material to your vehicle wrap or window lettering. To ensure an accurate color match, please bring us a sample in person. Because color can vary from computer to computer monitor, the only way to ensure an accurate color match is to view a sample in person. Understand how important color matching is to your brand, and make sure you get it right the first time.
before the flight – When a design is in its final stages before printing, it is ‘pre-flight’. That means a final check is made by a production team to confirm colors and dimensions are correct before printing. Once an image goes through pre-flight verification, no major design modifications can be made (otherwise you’ll need to start over from the redaction process).
Sin #4: I never plan ahead.
The key to successful design work is planning. If you have a great idea, tell it! A good design company will help you take your idea from concept to completion. The best way to do this is to go to the store, see samples, and talk to them in person. If you want a custom car wrap job, be sure to bring your car. This way, they can get accurate measurements and have an idea of what you want. We use computer templates as a starting point for each vehicle wrap, but specific measurements allow us to customize the templates and ensure the design fits perfectly.
Sin #5: I need my urgent job ASAP.
Custom work takes time. Each design team will do their best to accommodate your schedule, especially in the case of a last-minute rush job. Deadlines change and ‘I need it next week’ suddenly becomes ‘I needed it yesterday’. Keep in mind that a designer shop can (unfortunately) only do so much. Your rush job still needs to be included in the regular production schedule. Quality work takes time, and rushed jobs tend to feel rushed.
Sin #6: I try my work when I feel like it, whether it’s today or next week.
Quick tests speed up the design process. A good design company will work with you on edits and revisions as many times as necessary, but keep in mind that testing and changes take time. I always tell customers to allow 2-5 days for testing and review. This may seem like a long time, but I have learned from experience that the process of change can move slowly.
So what can be done to speed this up? The proof of design process will be much faster if the client returns on time. I know you’re busy, but when you receive a proof, please take a few minutes to review it right away. Try not to wait a day or two – by the time you submit your changes and the design shop contacts you, it will be a few days.
Sin #7: There is no need to pay for quality materials.
Cut costs, not quality. Vehicle advertising and window graphics are two profitable marketing techniques that generate thousands of impressions and are a great return on your investment. However, poorly designed, printed, and applied graphics look cheap and reflect poorly on your brand. Use professional outdoor signage lamination to protect and seal your graphics from sun, dirt and the elements. This will keep your colors fresh and preserve the ink, ensuring your graphics stay vibrant. Finally, make sure the lamination is done with a machine that presses a clear layer of vinyl onto the graphic. The alternative process, which uses liquid lamination that is hand-painted, may cost less, but it’s an inferior process that looks cheap and fades and peels easily. A reputable shop will have a laminating press. Ask to see the machine so you know you’re dealing with a reputable shop!
And when you’re ready to remove graphics or change their appearance, don’t remove them yourself. Wrong removal may damage your car. Take your vehicle to a shop to have everything taken care of. They have the right tools to make removal easy and safe.
