Why don’t today’s small businesses care about good design?


After launching my new series of customizable business card designs recently, I started thinking about what I usually see from business owners and entreprenuers at networking functions, events and meetings that I attend. I began to realize that most businesses don’t realize the power of good design in marketing today. While social media marketing is an important and vital part of any great marketing program, entreprenuers can not loose sight of certain fundamentals, one of which is including quality design in everything that you put out for the world to see. Not doing so will be just as detrimental to your business as spending all of your money on building a website and doing nothing to market it.

Today’s business climate is changing, there’s no doubt about that – whether we’re talking about creative businesses, such as photography or entertainment, or corporate consulting. But certain business practices should be integral components of any serious marketing program. I believe good design sense is one of them. Part of that means hiring someone who knows what their doing, standing back and letting that person do there job. Think about like this – if you go out to eat at a restaurant, you don’t go into the kitchen and help the chef prepare the food. You enjoy your evening and trust that the meal will be prepared professionally and in a manner that will be delightful. Sadly, when I drive down most highways, view most websites, read most banners, and scan most ads, the power of good design is absent.

Look, if you’re getting all the customers you need with whatever you’re doing, that’s great. You shouldn’t be wasting time reading this blog post, you should be servicing your clients. However, if you’re not getting the results you want, don’t just look at technology, look at your design elements, along with other strategies that some would have you believe don’t work anymore – things such as television, direct mail and even cold calling the right prospects. Of course, all of this depends on the type of business you run and your budget.

I’m focusing on design in this blog post for two reasons: One, I’ve just launched a new line of business card designs that I’ve been working on for the past few months; Two, because design relates to all other visual areas. Design includes your logo, page or web page layout choices, color theory and influencing, simplicity (taking a viewer where you want them on a page or web page), photography choices & their affects, and the overall interest factor of your marketing product. If you’re only throwing money at online and social, you’re doing the same thing millions of others are also doing. When is the last time you did something everyone else was doing and it worked out well for your business?

Ultimately, this has ramifications on American culture as well. Good art and design in people’s minds has a positive affect on many aspects of their lives, including their consumer habits. Conversely, a constant barrage of crap design has a negative effect, in my opinion. If someone has a negative attitude, they certainly won’t be in the mood to purchase your product or service.

Of course, Hit Pictures can help with any marketing needs you have. But there are also thousands of talented designers out there that can work on projects for your business. Give it a try and see the results for yourself, before you go and post that Microsoft Word flyer you just made with your system’s internal fonts on Facebook and Twitter.