An Easy Guide to Choosing the Correct Graphic Art for Your Business

Jul 25, 2016 | 3 Minute Read

Between dealing with employees, customers and day to day operational issues which keep cropping up, higher executives may feel like going with whatever graphic art that seems to get the job done and call it a day. But doing so may be injurious to your business health.

Think of it this way, will you wear a sneaker, jeans and a hoodie to a marketing conference? Probably not (unless you're Mark Zuckerberg). The same applies to how you dress your brand up before presenting it to your audience - it needs to be done with care and finesse.

So which of the plethora of business art options do you need to focus on? Let's take a look...

Your brand's color

Did you know that 93% people make their buying decision based on the color a brand portrays and the visual experience it provides? We humans are very adept at processing visual information. In fact, our brains process visual stimuli 60,000 times faster than text! When trying to create a website or any piece of content, try and use colors which best describe the solution you are providing.

For instance, blue has a calming effect and is associated with comfort and security, which is why you will see banks using blue a lot. Red is synonymous with urgency and excitement, which is why it is used in sales related material. Yellow on the other hand is symbolic of optimism and happiness. Finally, green has a peaceful and relaxing effect and is also the color we are most familiar with.

Ask yourself which color can best help your brand resonate with your target audience. And then use it judiciously throughout your marketing material. While a dominant color should be selected, it is common practice to use a color scheme with different shades depending on the material's requirement.

Logo

Logos are more than just your company's name in a fancy font, they are supposed to encapsulate what your brand stands for, and the mission you are on. The idea of crafting a good logo is to engender a sense of connection and trust between brand and the patron.

A University of Amsterdam study discovered that 2 and 3 year old toddlers can associate many famous logos with their products even without the typeface. In other words, loyalty is often established before children can learn how to read and write, and this typically lasts a lifetime.

The best logo design is found between your company's mission, and a graphic artist's suggestions. Talk about what values you believe your logo should communicate. If your target market consists primarily of C-suit executives, then you will probably want a logo which is more formal, classic, serious or economical. Likewise if you are selling sports equipment, then your logo should appear young, masculine and playful.

Pictures

Each one of these speaks a thousand words, so you can save a lot of digital real estate by choosing them wisely! Pictures are important as they can set the mood and tone of your content. A photo of a happy family in front of their newly refurbished home will work well for a construction company. Likewise, the picture of an enraged man standing in the middle of a pool of water in his basement can help a plumbing business convey the frustration a homeowner can face if their plumbing system is not in order.

Images are also important because they are intrinsically more "share-worthy" on social media. If you have a really jaw dropping or funny image accompanying your post, chances are people will share it with their peers on Facebook or Twitter.

Finally, well chosen images can help increase the amount of time people spend on your website. Using stock images from sites like Fotolia, Shutterstock and Istockphoto are a great place to find lots of creative options.

While I hope that these suggestions have helped shed light on some of the more important aspects of business art, it's important to understand that there are no hard and fast rules. If you are in the market for ideas, then feel free to drop me a line, I will be very happy to help!