The importance of good design for small or independent agencies
Whether you’re opening your first agency or have been a principal for several years, good graphic design is crucial to the success of your business. How? It communicates your brand identity and gives consumers a first impression of who you are – without having to open your mouth. However, small or independent agencies are often scared of the costs associated with graphic and web design – therefore giving someone in the office the laborious task of teaching themselves the basics.
Here is why it is crucial for small or independent agencies to implement professional graphic and web design processes – and how you can do so without hemorrhaging too much of your cash flow.
First impressions matter
Would you meet with a potential client wearing a creased shirt, unkempt hair or scuffed shoes? Probably not. This is because you know that presenting yourself poorly gives buyers and sellers a bad first impression.
The same applies when they stumble upon social media accounts or websites with poor graphic and web design. While you may argue that ‘content is king’ when it comes to digital marketing, the truth is, you only have a few seconds to grab your audience’s attention – and that is done with engaging graphic design. You may have some epic written or video content for your clients, but if they are met with a website or social media account that is cluttered with images, has too much text or embodies a colour scheme that is so loud it makes their eyes hurt, they’re going to lose trust and disengage with your brand.
Building brand recognition
In a cluttered and competitive market, how are you getting noticed? Good web and graphic design will give your agency the edge and recognition it deserves.
Begin with your logo – does it tell consumers what your business does? Is the colour scheme simple, yet memorable? Think of the major real estate brands across Australia like RE/MAX, Ray White and First National – you can almost picture their logos and iconic colour palettes in your mind.
Your logo should be five things – simple, memorable, timeless, versatile and appropriate. Having a great logo and subsequent consistent collateral will build brand recognition with your audience.
You don’t need to spend thousands!
Hiring a professional graphic designer can be expensive – especially for boutique agencies. While getting the professionals in to curate your logo, branding and website is essential, business owners can absolutely get away with curating social media creative by themselves. Platforms like Canva or Snappa are user-friendly and simple enough for even the most technologically-challenged person to get a grasp of. Most importantly, there are plenty of options on the market that are either affordable or free.
However, consistency is key. You need to ensure your theme, colour range, fonts, imagery and patterns are homogenous. If you do decide to do some DIY design, keep it simple and plan a schedule to avoid a clunky, cluttered feed that reflects a lack of forward planning.