Op Ed: Don't D.I.Y. (Design It Yourself)

In recent years, through the rapid growth of technology, there has been an emergence of online programs and applications that allow users to design and create branding collateral for their businesses. These resources might seem like good way to save money and build an identity but they might do you more harm than good.

What they’re really offering their users is a limited set of choices from pre-designed templates. These programs have few fonts availables, Generic stock images and illustrations, They restrict the colors you can chose. And what they end up with does nothing to distinguish you from the pack.

I think many of the people who turn to these programs assume that they're creative eye or artistic ability means that they know how to create a logo or brand identity. I don’t want to dismiss the creative abilities of other but design is beyond aesthetics and it’s not really expression. It has to appeal to an audience. When you hire a designer you get someone who is going to do the research and ask questions like: Who is your audience? What do they like? Who are your competitors? What are is their brand strategy? How can I differentiate this logo/pamphlet/letterhead from the crowd? On top of that, any good graphic designer will also do their best to take into account the clients vision. It’s this mindset helps designers create successful projects for their clients

I know graphic designers don’t come cheap (We’ve gotta make a living too!). When you decide to shell out your hard earned cash, realize, that what you’re getting when working with a graphic designer is their years of expertise, trained eyes and understanding of how to reach an audience. Trust us. We do this all day, every day.