Visual communications must look the part

Drawing Room has considered the importance of ensuring visual communication aimed at connecting with customers looks professional, eye-catching and relevant.

In times when markets are more competitive, and there is less business to be won, it is crucial that your company's image is in good shape.

For example, a dated-looking or inappropriate logo may be sending out negative signals to even the most loyal client, or potential new customer, who is being hotly pursued by your competitors.

Also, any visual communication aimed to connect with new contacts needs to look professional, eye-catching and relevant.

Whether this is a business card, an e-mail or brochure, it has to look the part and instil confidence.

First impressions really do count.

The following five quick tips explain how you can boost your company's image.

Analyse your current logo, or any concepts for a new logo, with colleagues and friends.

Do they think it reflects well on your business?
Does it look dated?
Would it give them confidence if they were a potential customer?
If not, take action.

Choose fonts and colours carefully for all your communications - whether printed or digital; these are visual elements that can date the quickest.

Keep it simple.

Communicate clearly and consistently with both imagery and text.

Your audience should know exactly who you are, what you do and how well you can do it.

Look at how the successful big brands use design, for example, John Lewis, Orange, the Body Shop.

Don't underestimate the power of a well-designed brand image.

As well as creating a good impression to potential customers and existing clients, it can help your workforce feel more unified and confident - a team badge if you like.

Commission a professional graphic designer or agency.

A good one will be able to help you build a strong brand image appropriate to your business and its marketing aims.

Your gain should far outweigh the costs.

Good effective design will enhance your business.

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