The Art of Business Communications

Updated: May 13, 2020

Art can be used in powerful and subtle ways to give us perspective and evoke emotions. Spoken loudly, art can upset entire governments and spark viral conversations.

Used correctly, art can help businesses attract customers. Used incorrectly, or not at all, the lack of art will gravely impact your bottom line.

As a graphic artist and web designer oftentimes I see businesses make fatal mistakes that can be easily fixed. I've put together a short list of how art can impact the way your business is communicating to your customers. Are you making any of these mistakes?

What do customers see?

The first step is to look at your marketing pieces. By that I mean anything that represents your company including social media, website, storefront, logo, advertisements, etc. What are they communicating as a whole?

Look at the use of color, spacing, text and images. You might not think of each element as communication, but it is.

1. Color Communicates

Color has meaning and can communicate without saying a word. For instance, the color red can mean love, anger, blood, emergency, or warning. It just depends on the context.

Your company should always be on brand, meaning the colors you use should be your logo colors or at the very least compliment them.

Why is that? Your color is telling a story. If the colors you're using are not your logo colors, you're not being consistent or telling your story.

Photo Credit: Forbes

Think of Target. What is their color? Red. How often do you see the color red used in their advertisements, storefront, register, shopping carts, associate shirts, shopping bags, etc. A lot. The use of the color red is telling a story and the consistent use of the color red is making a impact in the minds of their consumers. That's called branding.

2. Images: We've All Heard It

Images can speak a thousand words. Poor quality images cheapen your brand making it come across as impersonal and untrustworthy. Furthermore, images capture people's attention more than words alone.

Images can be photographs taken from your phone, professional photography or illustrations and graphics. Either way, they need to align with your brand and your story.

If your brand is high-end, you need gorgeous couture-like photographs. If you business is home-grown and personable, phone photography will suit you just fine. However, you should still follow best practices for lighting, spacing, close-up shots, etc.

3. Give Us Space!

What better time to talk about spacing than a global pandemic.

We're all looking for space these days and the same is true for our designs. The amount of space, or whitespace, you give your design elements can speak volumes about your business. Is there too much crowded text on the page? Are your images really large and obnoxious?

Maybe this will help.

Imagine going to a restaurant where all the tables and chairs were really close together. In order to get up you have to fight chairs, suck in your stomach and walk on your toes just to leave or go to the bathroom.

It's annoying.

The same is true when it comes to design. Improper spacing can be tiresome and annoying causing customers to leave immediately or throw away your flyer. Use whitespace wisely.

Photo Credit: UI Design Tutorials

4. Text: It's Not Just Your Words

Text is not just the words you're typing; it's also an art form called "typography." The font you choose is key to how your are presenting your business.

Proper use of text, color, font and size are vital for attracting clients. Not only that, font sizing can organize a reader's experience with the use of headers, sub headers and body type text.

While we're here, the proper use of fonts tells Google if your website is worthy of being listed towards the top of search engine results, or not.

Furthermore, the type of fonts used gives clues to the personality of your business. Using sans versus sans serif font will communicate if your business is traditional or modern.

The biggest mistake I've seen is businesses using too many types of font. You should not use more than 2-3 types of fonts.

Conclusion: No Time Like the Present

While you don't need to remember all of this (because you have me!), just know there is an art and science to all of it.

Spend some time today thinking about your communication pieces. Mentally put them side-by-side. What words would you use to describe them? Are your pieces old, inconsistent and out-of-date? Or, are they well organized, modern and consistent?

If you're still left with questions or need help, reach out to me. I'm always happy to help. I can provide easy solutions for social media campaigns, take stunning pictures of your products, or overhaul your website within a few weeks. No time like the present.

Phone: (512) 769-9890


#marketing #presentationiseverything #smallbusinesses #pushyourbrandforward

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