What is the goal of a business? Basically it’s to make
money. First they have to attract customers and that means getting noticed. In
today’s world there are low cost ways to advertise your business by using
social media. Facebook, Twitter, and LinkedIn have free basic service and a small
business can utilize the many free web templates available.
These free services make it easier for small businesses to
get their name out there; in other words to get noticed. But is it a good
notice or a bad notice? How important are looks? Would you go to an interview
wearing your bathrobe or hand out your resume on a paper towel? No. Marketing,
whether through social media or printed material is the resume for the business.
In essence, the small business is constantly on interview when attracting new
clients. So why don’t small businesses put their best foot forward?
Friend of a Friend
For most businesses design is not their area of expertise unless they are a design firm. They don’t understand the impact typography;
use of color and basic composition elements can have on their marketing
materials. They do their own website, business cards etc. or they have a friend
of a friend, daughter, son, nephew, or cousin do their design. They honestly
believe what they have is fine.
The first flyer I did for the Lake Wilderness Arboretum Foundation (LWAF) I
thought was fine. This was done before I enrolled in the Digital Design program
at Pierce College.
The flyer I did this year for their spring plant sale looks
more professional.
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| 2013 Flyer for LWAF |
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| 2009 Flyer for LWAF |
Money
Small business can save thousands of dollars when they do it
themselves and saving money is a strong incentive. But the money that’s saved
on advertising by using social media could be used towards better design and
the material used for printed products. Business cards or brochures printed on
plain copy paper have less of an impact than those printed on heavier weight
paper – think paper towel versus photo glossy paper.
Options
I have often suggested using student interns. You’d be
surprised at the quality you can get from a student intern. Typically,
internships are unpaid but paying a stipend for their effort is highly
recommended.
The other option is to find a designer who is willing to
work within your budget. You may not get all the bells and whistles you want
but you will get what you need that looks professional.
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