Graphic designers' jobs are to solve problems. Don’t they just do art and “make stuff look pretty”... they do but it’s so much more than that. Designer’s take a company's messages, products and ideas and translate them into something easy to understand that is visually intriguing. We as a society are bombarded by information all day long and as a result many people’s attention spans are very short, especially with advertisements. Designers help companies counteract that by displaying the information in an organized way that gets the consumer’s attention.

Why are Designers Helpful to a Company?

Having an in-house designer, or working consistently with an agency, is vital to having a cohesive, professional and recognizable brand. Branding is more than the company’s visual appearance, it is used to show the consumer the “why”: the reason the product or service exists, how the company feels about the subject matter and how the company can help their customers. A good designer or design team will research all that information and come up with a strategy for getting those ideas across to the consumer.

After the designer(s) research all of “the why” questions, they start organizing the information and coming up with ideas to visually reflect them. The logos, colors, fonts, design patterns or elements have psychology behind them that designers need to take into consideration. The average person who doesn’t have experience in design often creates a logo, package design, or any other designs off of their personal preferences. Not only is it hard to create professional looking work without experience but doing what the person likes is not a good strategy in branding. Branding is how the customer feels about the company or product, which is why having a designer who knows how to translate that information to provoke what a company wants it’s consumers to feel makes all the difference.

Why is Working Consistently with a Designer Important?

Once the branding is done, the company’s messaging has been created through logos, colors and other branding elements, but the Designers work doesn’t stop there Branding is not done until the company no longer exists. A good company continues to grow and change which means someone needs to be there to show and express those changes visually to the consumers.

It is also important as a business to consider your ongoing visual advertisements. Advertising comes in many different forms such as print design (like flyers, brochures, and mailers etc), package design, UX/UI design, email marketing and social media content. All of these have various sizes, restrictions or marketing strategies. One design does not fit all, even if the idea or message is the same there could be 10 different sizes which means 10 different designs. Making a design fit into a space that it is not created for could make a company look unpolished or unprofessional.

Branding is a direct reflection of the company and many companies try to only hire a designer for the ”big stuff”. This is a problem because any design, big or small, should be created with brand guidelines put into place at the time of the logo creation. When anything is created without using that guide (colors, fonts, elements) it does not support the overall goal of having a cohesive and recognizable brand. The average consumer might not know anything about design, but still recognizes when something is out of place. Having a great logo and package design for example, isn’t enough if the social media designs or website design aren’t the right dimensions or cohesive to the guide. Those small errors can change the way the consumer sees the company and in turn may reflect badly on the sales or engagement.

Why is Working Consistently with a Designer Important?

Once the branding is done, the company’s messaging has been created through logos, colors and other branding elements, but the Designers work doesn’t stop there Branding is not done until the company no longer exists. A good company continues to grow and change which means someone needs to be there to show and express those changes visually to the consumers.

It is also important as a business to consider your ongoing visual advertisements. Advertising comes in many different forms such as print design (like flyers, brochures, and mailers etc), package design, UX/UI design, email marketing and social media content. All of these have various sizes, restrictions or marketing strategies. One design does not fit all, even if the idea or message is the same there could be 10 different sizes which means 10 different designs. Making a design fit into a space that it is not created for could make a company look unpolished or unprofessional.

Branding is a direct reflection of the company and many companies try to only hire a designer for the ”big stuff”. This is a problem because any design, big or small, should be created with brand guidelines put into place at the time of the logo creation. When anything is created without using that guide (colors, fonts, elements) it does not support the overall goal of having a cohesive and recognizable brand. The average consumer might not know anything about design, but still recognizes when something is out of place. Having a great logo and package design for example, isn’t enough if the social media designs or website design aren’t the right dimensions or cohesive to the guide. Those small errors can change the way the consumer sees the company and inturn may reflect badly on the sales or engagement.