Let’s say you have a brand new mousetrap and you want the world to know. How best to go about this? You could find some shoeboxes and get a Sharpie and write ‘New Mousetrap’ on 500K units.
Guess what? A year goes by and you’re out of business! But why? Your mousetrap is the best! Despite the actual product or service you’re delivering, you’ve shot yourself in the foot by neglecting branding – particularly graphic design.
You may wonder what is graphic design, why do I need graphic design, and other questions… The American Institute of Graphic Arts puts it simply in their publication A Career Guide and Education Directory:
Graphic design is a creative process that combines art and technology to communicate ideas. The designer works with a variety of communication tools in order to convey a message from a client to a particular audience. The main tools are image and typography.
It comes down to a clever mix of the creative: from color choice, to ‘attitude’, to shape of lettering, to packaging – all these disciplines combine to heighten the perception of worth of your product or service. Think of Apple’s secret sauce in their design – it’s never half-thought out, but deliberate execution of presentation that leverages the perception of their products (along with their wonderful functionality) giving them the edge in the market.
So, before you grab that magic marker and expect to conquer your market, please consult with a graphic design and branding specialist to achieve the best results your mousetrap deserves.
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