Design is something that business owners often see as an expense and a luxury rather than a legitimate investment. But in an increasingly competitive market, design isn't just "making something look pretty." A good designer holds the power to make a business' reputation just as a poor designer can destroy it. And if you still have any reservations about it, here are some reasons why design really matters in business.
Design is the lens that people look through to see your company
Design is your company's whole brand --the identity that can bring your company together and make it memorable for your consumers. How you design your brand can help you market towards your target demographic. As an example, here at Electra Sign, we value quality, professionalism, and the dedication of our employees above all else, and that is reflected not only in our work but also in how we design our website and online presence. We try our hardest to deliberately showcase our qualifications to potential consumers with our design. We are a professional company so, naturally, we want to emphasize that idea to all who consider doing business with us.
Impressions are key
The impression that consumers get when they come into contact with your business is something that good design can and will influence. Businesses with good design look more professional and appealing than businesses without. In fact, it's been proven that companies with poorly designed websites can actually drive business away as they can come off as untrustworthy to the consumer, (this can apply to signage as well.) In order for users to interact with your business and be satisfied that they did, you need to keep everything as user friendly as possible for them. Which could take the form of keeping relevant information widely available and making sure that it's easily found, or even something as seemingly insignificant as shifting a few images around, to make the page easier to read. When done well, it all helps. Don't forget, people don't remember what you did, they remember how you made them feel. And with design that can't be any more true.
Your design can help you better market towards your key demographics
When you have a niche of consumers, you market towards them. That's pretty standard stuff. But design can play a much bigger role in that than you might initially assume. For example, an orthodontist that specializes in children might want to design their branding to be more playful and friendly. This is done to keep the kids entertained and feeling safe. Whereas, an adult orthodontist would lean towards more serious themes to keep everything professional. Keeping close attention to your key demographics and designing your business around not just their needs, but also their interests is a great way to keep them engaged.
Whether it's your online presence, exterior signage, or print media, design is a complex and oftentimes confusing subject. It's not always exact but there definitely is a developing science to it --and we here at Electra Sign strive to learn more about it every day.
Nowadays it's really easy to overlook the value of good signage, or even dismiss it. And that would be a mistake because, in truth, there's a lot going on behind the scenes. Your signage is your business' first impression, and that will directly affect the psychology of your consumers. In the first part of this series, we'll be going over fonts, and how different styles of font can create different impressions on people.
Fonts, as you may know, come in many shapes and sizes. There is such a massive collection of them that picking a style can be very challenging. And though it may seem menial, it is actually one of the most important aspects in controlling a consumer's initial impression of your business. This is because font choice, if done well, is used to compliment your other design choices --which reinforces your brand as a whole. And likewise, poor font choice can actually deter people's intended perception of your business.
When selecting a font, you'll find that there is a multitude of styles to choose from. And all that choice can be overwhelming. Before you decide, ask yourself what exactly you want to convey. What do you want people's impression of your business to be? Different styles of font convey different ideas, and those ideas are what drives your brand.
If you want your business to be perceived as competent, authoritative, or formal, a font in a serif style would suit your needs. Such a font also makes a business seem more safe and trustworthy. Furthermore, sans serif font styles are the modernized alternative to regular serif. It's minimalistic and oftentimes used by tech-centric companies. Script fonts, which mimic cursive, are perceived as more elegant, sophisticated, and personal than other styles. And if you want to make your business seem more jovial and inviting, bubbly or rounded font styles will suit your needs.
And as a rule, thin-lined fonts are used to convey beauty whereas obscure typefaces convey uniqueness, and slanted letters convey speed.
But in the grand scheme of things, all of these examples are just the tip of the iceberg. There's still plenty of excellent resources on the internet and we encourage you to further explore the ever-evolving world of typography.
To our Valued Clients:
As the situation with COVID-19 continues to evolve day-to-day in Canada, the primary focus of Electra Sign remains on protecting the health and safety of our co-workers, and customers we serve.
Our manufacturing facility is large enough that our workers have an ample buffer zone between each individual and proper hygiene to help reduce the risk of infection or spreading infection to others has been put into place. Outdoor crews have been equipped with hand sanitizer in the event hand washing is not available. Rest assured our clients projects are still being produced and serviced in a safe manner.
Our administrative and sales team have been instructed against any non-essential in-person meeting especially at our Electra Sign offices. A phone call or email can be just as effective. The rule of thumb is to stay 6' (2 metres) away from others as much as possible.
We'll continue to closely monitor this evolving situation and are basing our actions and decisions on recommendations from the Public Health Agency of Canada and relevant local authorities. While sanitization has always been a part of our operational procedures, we are taking additional preventative measures to keep our co-workers and clients safe.
President/Director of Sales
Electra Sign Ltd.
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