You may have noticed that I have a certain fascination with gemstones. I received my first semi-precious stone at age 5, and in the past 20-plus years, my collection of gems and minerals has grown exponentially (along with my interest in them). So it is only fitting that I begin “Make the Cut” with a comparison of diamonds and design.
Diamonds in their natural state are rough, like the one you see here. The average person could easily mistake a rough diamond for an ordinary piece of glass or quartz, because the rough exterior conceals the inner beauty. But when the diamond is cut just right to maximize refracted light, the resulting sparkle is irresistible; it commands attention and captivates the eye with its beauty.
A business’ identity or brand can be like a diamond in the rough – completely raw, with a plain-jane business card, a cookie-cutter website, or marketing materials that turn people off instead of drawing them in. Certainly these businesses will still have customers, but many prospective clients will simply pass them by, dismissing them as unworthy, or just overlooking them entirely. Even if the company’s product or service is a perfect match for the prospective client, if they can’t see that through the rough exterior, they won’t know it!
On the flip side, a business with a captivating image, a clean and professional website, and marketing materials that command attention has a much greater ability to attract new customers and keep current customers coming back for more. Just as the cut and polished diamond captures and holds our attention, so does a company with a well-refined image.
Bottom line, in order to attract your prospective customers’ attention, you need to appeal to their senses, and the best way to do that is with visual appeal! Look at your own experiences as a customer; chances are you gravitate toward the visually appealing products/companies, and away from the outdated, drab, or cluttered ones.
Does your business make the cut?
About Barbara Austin
As the graphic designer & founder of Sweet Dreamz Design, Barbara loves working with women entrepreneurs to brand their businesses. She shares a variety of small business advice and anecdotes here on the blog. Check back every week for new tips, inspirations, and how-to articles, or subscribe to get regular updates in your inbox each week!