Home
>
Small Business
>
How to Effectively Design Your Business Image

How to Effectively Design Your Business Image

In many industries, image is one of the last things business owner looks at. If business is not booming, they assume there is something wrong with the sales method, as opposed to the image. "If we just sent out a few thousand more fliers" they say, "we will get some more clients". When in reality, they should be looking at how the message they're sending to their target market is perceived in the first place. Here are a few pointers to look at:

-Color-

Colors evoke innate responses, which means not all colors are suitable for all business types. How does red make you feel? Angry, in pain, tense? It's tricky. In the financial industry red is negative (in the red). In the world of health, red can represent discomfort, not good for people offering pain solutions. In fitness, red is very sporty and stimulating. How about blue? It tends to be calm and soothing. Blue can range from fun and playful sky blue to dark, corporate navy. Green is often associated with natural things, or 'go' and money ? depending on the shades.

Yellow/orange/reds/browns in combination stimulate the appetite - think fast food and candy bars. Red is tricky. In some instances red means power and is striking. Purple can very easily go from sophisticated, royal aubergene to kid's grape (Barney). Orange is still a little weird and often used as a shocker, not as the dominant color. The only industry that can get away with almost any color is Tech.

-Personal Preference VS Market Preference-

People often let their own personal tastes rule their image decisions One's color preferences and styles may not suit the audience they are targeting. What style of design appeals to you? Now imagine that in the eyes of someone quite different, like your grandmother.

For example: being too sporty and athletic when your target is professional businesspeople. Too earthy and organic when your target is average Joes. There may be imagery that means a lot to you in your profession, but doesn't mean much to your target market. It may even scare them. Step back and look at your business as if you've never encountered it before. Imagine what might attract clients, or help explain simply what you do. Realizing that your image needs to portray a certain message to the general public, not the you or your colleagues, is the first step to image success.

-Looking "New"-

Just because you've only been in business for a few days, doesn't mean you have to look like it. Having a well put-together public image will build trust and a solid reputation. Taking a little time and care instead of quick 'good enough' fixes will help you appear more established. Potential clients may not consciously pin point it, but they will pick up on the homespun factor or the generic Staples business cards. How does that affect your credibility? It is good to get your name and information about your business out there. However, when it comes to points of contact like brochures and web sites, if they are messy and difficult to read, they aren't doing you any favours. There are professionally designed, inexpensive web templates that can do a great job until you are ready for a custom web site. Find a real printer and ask them have a look at your layout and make sure your type isn't falling off the edge and that the images sharp.

-Looking like everyone else-

You have a lot of competition. If everyone in your industry uses the same symbols and goes for the standard solution, how will you stand out? What makes your business unique? Is it the name? The location? Is there something meaningful to you that you could incorporate into your identity that shows your uniqueness, or that speaks to your target audience? Maybe a new take on an industry symbol. It could be as simple as having a blue card with a different typeface. Imagine this amongst a sea of black and white, times roman everything centered cards.

-Looking good on a shoestring budget-

If you can't hire a designer there are a few things you can do to help look like a pro. Have things printed professionally ? it is much better than your bubble jet. Don't make all the type gigantic. Give everything some breathing room by not butting up against the edge of the page or pictures. Line things up. Look at the competition. Compare your work to professionally designed material and try to notice the differences that make theirs look cleaner. Put your own tastes aside and ask your target audience for their opinions and then listen to them.

Faith Seekings is the owner of Faith Seekings Design. She works with business owners to help align their business goals with their business image. She can be reached at 416.368.8956 or email faith@faithseekingsdesign.ca

About The Author

Faith is a graphic designer trained at George Brown College in Toronto. With more than 8 years' experience as a designer and project manager, Faith has created logos, stationery, advertising campaigns, ecommerce solutions, websites and collateral material for a host of clients, including: Rogers Cablesystems, Daniels Properties, Zona Health, Nooro Online Research, Agent Wildfire, Nymity Privacy Services and more. Faith is a skilled designer with a keen eye for the strategic as well as the tactical elements of graphic design.

faith@faithseekingsdesign.ca

limousine Ackley .. Lockport Chicago limo O’Hare

In The News:

A virtual private network can help ensure your information remains security and your privacy remains intact. Kurt the CyberGuy explains.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Artificial intelligence-based cameras are giving air defense operators unprecedented capabilities in monitoring and protecting airspace.

Apple's iOS 18.1 Inactivity Reboot automatically reboots your iPhone if it hasn't been used or unlocked for more than three days, providing better data protection.

An inventor designed rooftop solar panels for a Tesla that draws solar energy while the car is parked, adding travel mileage without plugging in.

There are currently no laws governing what artificial intelligence can and cannot do with the information it gathers; here are 10 things to avoid telling AI chatbots to keep yourself safe.

A credit union with over 240,000 members recently revealed it was targeted by cybercriminals, resulting in a data breach that was part of a two-month attack by hackers.

Scammers have become skilled at creating convincing fake websites that can easily fool unsuspecting users. The CyberGuy offers tips to protect yourself.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

CAPTCHAs, which are used by websites to confirm whether users are people or bots, are harmless, but hackers are using them to infect PCs with malware.

Hackers recently leaked personal information of about 500,000 Americans and stole patient medical records that included lab results and insurance details.

The holiday season sees a rise in mobile shopping scams. Tech expert Kurt “CyberGuy" Knutsson helps you learn how to stay safe.

Tech expert Kurt “CyberGuy" Knutsson says a VPN enhances online banking security by encrypting data and protecting privacy.

Beware of these six sneaky holiday scams. Tech expert Kurt “CyberGuy" Knutsson gives you tips to avoid falling victim.

Tech expert Kurt “CyberGuy" Knutsson reveals how to securely back up and factory reset your Android to protect your privacy and data.

Artificial intelligence is making life easier for cybercriminals, allowing them to create elaborate scams to trick people. Kurt the Cyberguy explains how to protect yourself.

Cut through all the digital clutter and delete multiple emails from your Android simultaneously. Kurt the CyberGuy explains how it's done.

Tips to prevent your holiday decorations from being stolen

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Kurt "CyberGuy" Knutsson lays out the immediate steps you should take if your phone has been hacked and your personal information becomes vulnerable.

Fraudsters are sending people bogus invoices through PayPal as part of a sneaky scam that is going around; here's how to protect yourself from being fooled.

A former Colgate-Palmolive employee was shocked to discover $750,000 had been drained from her 401(k) account. "CyberGuy" offers tips on how to prevent identity theft.

Electric vehicle maker Harbinger recently showed its electric delivery truck can handle icy roads with agility and stability in winter.

To make the busiest time of year more manageable, here are some tricks for tracking your packages, taking quality family photos and curating the perfect Christmas playlist.

Kurt "CyberGuy" Knutsson explains how to keep your online Amazon gift purchases a secret from loved ones or friends this holiday season.

How to Effectively Design Your Business Image

Small Business