If you’re a new or emerging business that’s concerned about how your new logo looks or if your brochure is professional enough, I’m going to share a secret.
But I really don’t want to!
I spent 7 years as a graphic designer before shifting my focus to marketing, and while it kills me to say this, here it is:
Ugly still sells.
Have you ever seen a website and thought, “Woah! Are we still in 1996?”
...And then bought something anyway?
I love a well designed website. I adore printed materials that are visually appealing and evoke a sense of professionalism and emotion and a strong brand. And fonts? I could go down that rabbit-hole all day.
But the reality is, your message matters more.
What you say and how you say it will make a bigger impact on your audience than whether or not it is visually appealing.
Now, don’t run off and fire your designer! I’m still 100% behind making your business look as good as possible. And design certainly helps with highlighting the right parts of your message and putting the focus where it belongs.
Just know that, at the end of the day, what the headline on your website says and the copy that immediately follows is 5000% more important than your logo. How many companies have had amazing branding, with an eye-catching logo and still gone out of business?
How many companies have an ugly logo, a bare-bones website, and a homemade label on their jar and are still making a profit?
More than any graphic designer wants to admit.
If you’re struggling to connect with your customers, take a hard look at your messaging. Is it clearly communicating who you are and what you do?
Think about it.