msndrstd

Here’s the scenario, and I have seen it a million times.

1) Bartholomew gets a computer.
2) His buddy shows him how to get around on bit torrent sites where he can find pirated software for free.
3) He gets himself a copy of Photoshop.
4) He plays around with it for about two weeks.
5) Bartholomew’s family and friends tell him he is doing great and eventually he gets a sense of confidence about his budding design skills.
6) He hates his job so he figures he can start making money at design.
7) He starts looking around to see what others are charging and decides to place ads on Craig’s List and undercuts the prices he sees.

Here’s where you and your super important, family dependent, small business comes in. You start looking at the budget and know you need a better presence visually and on the Internet, but your budget will only allow so much. You start looking around and realize that you know Bartholomew. He’s a family friend and he may do it for free, or you may find someone like him on Craig’s List that will do it for next to nothing. And ultimately…I promise you…your site and graphic design will look like you got it for next to nothing. By the way, this applies to those of you who don’t think it’s that big of a deal and it doesn’t apply to your business because your customers aren’t concerned with design, but rather service.

People . . . this is your business. It’s your way of life. It is your life’s passion. Don’t cut corners on first impressions. If you are marketing your business correctly, everyday is bringing new first impressions. If you don’t look the part, then people will not feel comfortable hiring you for your services. If your image doesn’t match the audience you are trying to attract then your business will not grow the way you want it to. It’s not what people know – it’s what you make them think. And what they think of you starts with the design they see. They will see your design and presentation before they ever read the first word of your ad or website. Do you really want to take a chance on Bartholomew making that first impression for you just so you could save a few bucks? While you are at it, maybe you can get an up and coming Lady Gaga-inspired fashion designer to design your company’s uniforms for next to nothing.

Now, don’t get me wrong. I, in no way, want to discourage anyone’s journey into creativity and I am happy that Bartholomew found something he enjoys. After all, true creativity should be more about the journey than the result. But the truth of the matter is that design and creativity is a skill and while it appears more fun than some other occupations out there, it is still something that requires an enormous amount of thought  to truly be effective. You aren’t just paying for a few mouse clicks and a couple of layer effects to make your logo look cooler. You are paying for ideas, thought, research and experience.

On top of that, not everyone is cut out to be a designer – although a lot of people out there don’t see it that way. I’ve seen some awful designers with some amazingly undeserved egos – that somehow stay in business. Owning a computer and a copy of Photoshop does not make someone a designer. I own a real nice set of pots and pans, but it in no way makes me a five star chef. While I do love cooking, I don’ t feel the need to take your money to cater your next big event, I am pretty sure your customers would not be that impressed and you would have to make excuses to them for why you cut corners and went the cheaper route.

The moral of the story here, kids, is that DESIGN IS THAT IMPORTANT and you get what you pay for. Try and see it from your customer’s angle, not your bank account’s. How people perceive you should not be looked at as an expense but rather an investment!

Look around at a lot of different designers. See who has the style that really grabs your attention and could do your business some good. Everyone has different styles and ways of doing things. It is very important that you find a design style that you are comfortable with, but more importantly, that your customers are comfortable with. Your designer should not be designing for you but for your target audience. You will not find any designers like Bartholomew that work with this mindset. Most of them just keep doing stuff until it “looks cool.”

It doesn’t look cool and it’s not doing your business any favors.

Understand?
🙂