Imagine you're at a business function, networking with a group of business professionals you've never met before. What will determine the perception of your company or business that these people leave with? Keep in mind, these individuals have no idea whether you're working out of a storefront, a large office, or your apartment bedroom. They will form an opinion based on the way you're dressed, what you say to them and, of course, the only physical item they will take away to remember you by: your business card. This is the first of many key points where the quality and consistency of your print and design will play a large role in your business success.
To examine the importance of quality print and design, let's walk through a relationship that might develop from this initial meeting. [inset side="left" title=""]To examine the importance of quality print and design, let's walk through a relationship that might develop from this initial meeting. [/inset]For the purposes of this exercise, let's assume that you're a professional photographer and that you've just met a local retailer with 5 stores who continually needs product photos taken for monthly flyers, their web site, and various store displays. Being keen for this work, when you get home you write a letter saying how nice it was to meet this person, telling them you'll be following up by phone, and including a brochure. If your print materials are well designed and look good, you've just advanced this relationship. If your materials are of poor quality or inconsistent quality (i.e. great looking stationery but a crappy brochure), you will not deliver the same powerful feeling of professionalism. It's worth noting here that having the most expensive print materials in the world isn't necessarily essential here. You have to take a hard look at your target audience, determine what level of sophistication is required and ALWAYS live up to that level. Additionally, make sure not to compromise the design of any of these pieces to ensure your logo and image are portrayed consistently.
Progressing further, your prospect has received your information, was impressed, and has even taken the time to visit your web site. Have you incorporated the same look on your web site as is conveyed through your print pieces? If you have, you've just taken another big step forward in building trust and confidence in your company. Let's assume that later that day, your prospect is reading a local business publication and sees a small ad that you have placed. Once again, is the design consistent with the rest of your work?
A few days later, you call this prospect and arrange to come and see them. In the interim, they have also noticed that a friend of theirs uses your services. How did they notice this? They were at this friend's business and noticed some professional looking proof envelopes, branded prominently with your company's logo. At the point when you sit down with them to discuss the possibility of doing work for them, they have now seen your business in a very professional light, in several different instances. By having matched or bettered the quality of print and design used by your competitors, and having been consistent throughout in your image, you've paved the way to getting their business. Good job!
We strive to be as accurate and current with our information as possible. Due to the infinite number of scenarios that occur in print & desktop publishing, we can not guarantee that the above information will be correct in all situations.