Why consistent graphic design really matters

Graphic Design

31 Aug

Whether or not you have a freelancer designer to help your small business, you can create consistent visuals and messaging that speak to your audience.

As a small business owner, you've got a lot on your plate – from managing day-to-day operations to connecting with customers. However, there's a game-changing tool that can set you apart and leave a lasting impression: consistent graphic design.

It's not just about creating a trendy logo or picking a colour palette from pinterest; it's about crafting a cohesive visual identity that resonates with your audience and grows their awareness. Let’s jump into why consistent graphic design matters for small businesses, and how it can be the driving force behind your success.

Connecting the dots

Consistent graphic design isn't about isolated elements; it's about connecting the dots to create a seamless brand experience for your customers. When your website matches your social media posts, and your packaging aligns with your business cards, you're painting a comprehensive picture of who you are. Consistent brand presentation across all platforms increases revenue by up to 23 percent. This interconnectedness enhances brand recall and builds a deeper connection with your audience, as well as helping you turn a profit.

Building trust and authenticity

Have you ever stumbled upon a business with visuals that seem out of sync? It's enough to make you wonder if they're the real deal, isn't it? This is precisely where the magic of consistent graphic design comes into play. When your branding elements, from colours to fonts to messaging are aligned, you're not just showcasing your business – you're showcasing your commitment. Whether a potential customer lands on your website or discovers a flyer in their mailbox, that cohesive visual experience sends a message: your business means business.

Freelance designers: your creative partners

Now, not to toot my own horn or anything, let's talk about the wizards behind the scenes. Graphic designers translate your brand's essence into the digital and print materials that you need to succeed. When working on a brand design project, best freelancers will set you up for consistency going forward: brand guidelines, a colour palette backed by colour psychology, fonts that reflect your personality, and messaging guides. While there's an investment involved, think of it as a long-term strategy that pays off in the form of brand loyalty and customer trust.

Standing out in an oversaturated market

With a growing rejection of the traditional 9-5 grind, heaps of side-hustles and businesses are sprouting in every direction. In that saturated market, your consistent graphic design isn't just for aesthetics; it's your secret weapon. Using a signature brand colour across all marketing platforms can increase brand recognition by up to 80% (Touro Law), which is a surefire way to stand out against your competitors.

Let’s chat about the investment

It’s time to address the elephant in the room: design cost. Investing in consistent graphic design might seem like an upfront expense, but think of it as a strategic investment. When your visuals are consistent and compelling, they attract attention, build trust, and ultimately drive sales. It's not just about spending money; it's about maximising your return on investment by creating a brand identity that will serve you for years to come.

Brand Guidelines

If you’ve worked with a designer on a branding project, they will have supplied you with this handy document to help with design consistency.

So, all of that is great in theory, but how do you actually achieve design consistency IRL?

Brand guidelines: your designer should supply a brand guide document that goes into detail about all facets of your brand. Keep this document in a handy place, and have it open when you’re creating!
Social media templates are an easy way to streamline your social media posts and keep these visually in line (I recommend Canva).
Stick to your brand fonts! They’re more memorable to your audience than you think. This applies to your official brand fonts, but also your system fonts (for email newsletters), and built-in fonts on social media platforms.
Use a limited colour palette with a signature colour, then use it again, and again. Sticking to your brand’s colour palette is not boring at all - you’re building recognition.
Use your brand design elements, such as icons or patterns, in different contexts to tie everything together.
Email templates: create email templates that match your brand's look and feel, maintaining a consistent image in your email communications. Mailerlite has great tools for this, and includes free automations for businesses with a smaller audience.
If in doubt, find a graphic designer to bring this all together for you.

Remember, staying consistent is not just about aesthetics; it's about building trust, fostering connections, and leaving a mark that stands the test of time. As you navigate building your business, think of consistent design as the foundation for your brand's lasting success.