Five reasons why micro-businesses should make graphic design a priority...

...and why no business is too small to invest in good design

As a micro-business owner, you'll be occupied with lots of different aspects of running the business. If you don't have the time - or choose to skimp - on good graphic design, it will have a negative impact on your success.

Good graphic design is not only pleasing to the eye, there is a deeper psychological method behind each design decision and how we intend the target audience to receive it. Unless you're a Designer, it can be tricky to identify what you should and shouldn't be doing with any graphic or visual that you put out on behalf of your business.

1. On the face of it

First impressions count. For those seeing your business for the very first time, you want them to experience a few things. Firstly you want them to feel interested, and intrigued to find out more. You want them to have some sense of attraction towards what they see – either it looks as if it might solve a problem, or provide a product or service they are seeking. And finally, you want to make a lasting impact, it's tricky to feel any of these things through poor graphic design.

2. Trust building

Generally speaking, people don’t trust bad design. Beyond just looking subpar, it says a lot more about the business beneath the surface. If a business can't invest in good design, what else are they skimping on? I'm sure we have all visited a poorly-designed website and immediately left before we have even discovered the product or service that's being advertised. Not only does it put potential paying customers off, but it can be a hard thing to shake off, especially if they walk away with a negative view of you. This is why design should be a priority for new business owners from the get-go, regardless of the business size. In an ideal world, you want to avoid anyone witnessing your business looking its worst.

3. Personality

When we find our friends, it's often likely that we'll possess traits and values which align very closely with those people. Our personalities have similarities and therefore it feels natural to form an affiliation with them. The same relationship occurs from a customer-to-business point of view. If you can give your brand a personality; through clear, easily-identifiable and well thought out design, it makes it much easier for potential customers to be drawn to you and want to be part of your journey. The steps in achieving a clear and distinctive brand identity vary depending on the brand, but the principles are the same.

4. Pride

If you're a new micro-business owner with big plans to grow, you're likely to have zero to very few team members. For the few employees that do work for you, they'll be all the more likely to feel proud and willing to share the business if it's a brand they are proud of themselves. An aesthetically pleasing business, one that looks legitimate and packs a punch. Ensuring that your brand identity is 'on point' will add to employee pride and that can only be a good thing!

5. Conversion

Whilst it can be hard to quantify the positive impact of good design, if you're putting out poor or mediocre design, then you'll certainly know about it. For many businesses, it can be a long transition from when a potential customer first discovers you, to when they buy into the business. Throughout that conversion process your design and messaging is key. This is where clarity, memorability and trustworthiness need to work congruently to reinforce to potential clients that you can provide exactly what they need, converting them from a potential customer, to a paying customer.

Even though you'll have a smaller audience than a large corporation, your commitment to graphic design should be the same. Hiring a graphic designer – especially in the early stages of new business – will exhibit your brand in the best light to help you leave a meaningful impression from the word 'go'.