While we may be experts in our respective fields of work, we do not have the means to be experts in everything. Herein lies the paradox of running a small business. While setting out to specialize in a career field, some of us spend more time marketing than actually doing the work we love. Below are a few reasons for why it is cheaper and more efficient for small businesses to include design experts in their marketing and design-related decisions.
Before going out to piece together a business logos and marketing materials, there are a few things to consider. First, this material is the absolute primary thing that people see when it comes to your business. Second, human brains perceive more polished materials as better performing and representative of higher quality services. Whether there is truth in the assumption or not, we often look at beauty and simplicity as ways of communicating our purchasing habits. We want the experience to be smooth, and as human beings, we are attracted to beautiful design. Apple products provide a prime example of the computer industry that initially had little to do with design and classical beauty. But now Apple is a thriving business because of this initial investment.
If you own a small business, chances are you know almost everything there is know about that business. You are an expert in your field. The same applies to people who deal in design. Not only are they good at making things look professional and polished, but they are also experts in recognizing the pitfalls if marketing decisions are made incorrectly. Your design agency is comparable to a travel guide. They have been on the route a thousand times and can advise you based on your specific needs. They can combine your knowledge of the business and find unique ways to engage your audience. Not all design is created equal, and design firms are there to help ensure your message comes across to the right audience in exactly the right way.
Design agencies are made up of teams. Each person has a specialty they focus on. They view the design challenge through their discipline and defend their clients from this perspective. In this way, the customer is given a number of different ideas that come together from the many corners of the design.
Some designers look at the world visually, and they will insist on a perfect color palette and images that reflect a solution for the problem set. Other design workers watch the world through the eyes of businesspeople or engineers. They are masters at solving problems analytically and will meticulously explain the data of the business goals attached to the assignment. Still, other types of designers might view the resolution as writers. They will look at the copy to ensure it matches a voice and tone meant especially for a particular business.
Traditionally, hiring a design agency has been viewed as a luxury. But with the rise of the Internet, daily life is filled with noise. How can a small business stand out from the onslaught of competition, when it seems like everything is competing for attention? Well, the answer lies in creating a design that speaks clearly about what you do and authentically to your business clientele. Your audience wants to hear from you and design agencies are masters at making those connections clear and compelling.