Lately, everyone is tightening their belt to save money. One way that many people have tried using to save money is doing their own graphic design. This may sound like a good idea, especially if you have some spare time, but more often than not, the results are mediocre if not counter productive. This is because there is more to graphic design than just making a pretty picture; remember, the idea of graphic design is to convert your prospects into customers. A professional designer knows what works and what doesn't, and they know why. If you don't, you're just guessing.
There are several reasons to hire a professional graphic designer instead of taking the do-it-yourself approach, here are a few:
1. You need specialized software
Professional graphic designers already have the programs that are needed to design the files you need. Sure, you can create your jazzy new brochures in Microsoft paint, but when you send the files to the printing company, will they look the way they looked on your monitor? Most likely not. More than a few people have hired a professional designer after they spent hundreds or even thousands of dollars on a print job that turned out bad because the file was set up wrong. Don't make that mistake; it's expensive, frustrating and time-consuming!
2. You have to know how to use the program (correctly)
Just owning a copy of Photoshop doesn't make you a designer any more than owning a copy of TurboTax makes you an accountant. Ask Timothy Geithner. You certainly can learn how to use any program, but is it worth your time?
3. Your time is valuable
Any time you spend handling your own graphic design would be better spent focusing on your core business. Especially when you consider that you will be far more effective at that than something you're unfamiliar with. A wise man once said, "Focus on what you do best and outsource the rest."
4. You are not your own customer
One of the biggest mistakes people make when doing their own graphic design is that they design what they like. This isn't a bad thing in and of itself, but your marketing materials need to appeal to your potential customers – not you. A designer can see your situation from an objective point of view.
5. Graphic designers know how to achieve the results you're looking for
There is more to design than just creating something that is aesthetically pleasing. There are many scientifically proven rules, and while they say rules were made to be broken, you have to know them before you can decide when it's the right time to break them. You would take a drastically different approach when designing a billboard for branding purposes compared to a billboard promoting a sale event.
6. Graphic designers know how to make you stand out
When people handle their own graphic design, they often look at their competitors, or even other, unrelated companies for inspiration. They end up with marketing materials that make them look just like everyone else out there. A professional will create your own unique image based on your needs and situation.
7. Graphic designers know how to make you look professional
You can get attention with the most obnoxious, brightly colored ad in the newspaper, but if it presents a poor image of your company, it does more harm than good. A professional can get attention while making you look professional.
The bottom line is that you may save a few bucks by doing your own graphic design, but any savings you may see will be miniscule compared to the time you'll have to put into it – and this is assuming that your print job goes off flawlessly. You also need to consider the fact that marketing materials designed by a professional graphic designer will achieve far greater results than those you design on your own. What is that difference in results costing you? If you're serious about the success of your company, investing in a professional designer is the only choice.
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