Most of the business owners we meet with aren’t overly concerned with the artistic aspects of graphic design. They “know what they like,” or just want to see work that will help them to impress their prospects and customers. The problem, of course, is that many of them don’t have enough training and experience to figure out whether the creative work they are getting is strong or not.

While almost all graphic design is subjective and conditional – tastes differ and what appeals to one target audience might not work for another – there are some basic rules to adhere to. On our award-winning team, we follow four important principles when arranging graphic styles. Let’s look at them one-by-one…

#1 Keep Your Audience and Goal in Mind

Great design is all about making an impression on your target audience, but you have to know who they are and what they want first. If you lose sight of your customer base and their needs you’re essentially designing pieces for yourself, not your market.

In the same way, every website, brochure, or business card that’s produced on your behalf should be attached to a specific goal. Think about what it is you want people to do when they see your designs and ask yourself whether your creative team has generated something that will do the job.

#2 Stay True to Your Own Branding

Some marketing pieces look good in a vacuum but don’t fit a company’s established brand or personality. It’s almost never worth it to break character and release something that doesn’t work for you just because you like the aesthetics or messaging.

Going off-brand dilutes awareness of your business in your target market. It says to buyers that you don’t know who you are, or that your idea of value isn’t consistent from one day to the next. Those are obviously messages you don’t want to send.

#3 Don’t Clutter a Page

Arguably the hardest part about working on any business marketing piece, from a graphic designer’s perspective, is fighting the tendency to put too many items into a single piece. A lack of whitespace can feel cluttered, rushed, and disorganized.

Most good graphic designers and design teams know how important it is to separate visual elements, but clients sometimes push to include more and more even when the overall effect of a design is ruined. Be aware of this urge and hold off on pushing for too much in any single marketing piece.

#4 Marry Design and Content in a Meaningful Way

It’s rare that a design is meaningful enough on its own to inspire action amongst customers. You’re normally going to have to tell them what you’re about, or what you want them to do, with at least a handful of words.

However, just as your design needs to match up with your existing branding, your text also has to fit your layout. Only work with creative teams who will use the two together in ways that enhance the overall effect and help get the meaning of your marketing messages across.

Don’t Settle for Less Than the Best

If you’ve been settling for graphic design or marketing services that seem “good enough” – or something less than that – this is your chance to make a change. Contact the Biondo Creative team of business growth experts in Philadelphia today so we can show you what kind of difference a smart, proven, and client-centered approach to marketing looks like.