Do-It-Yourself Design or “Where are all my Customers?” (Winter 07/08)

by Pattie Stone, Principal, pattiedesign (multimedia designers)

Q. We’re looking to save a few dollars by designing our own newsletter, brochure, website and promo video. What software programs do you recommend for these types of projects?

A. Do-it-yourself? Yes, I know that computer and software companies are always selling the idea that you can design and produce it easily and affordably by using their products. But they do leave out a few very important aspects of both design and implementation that can really cost you both bigger bucks and clients.

In terms of implementation, I can’t tell you how many times I’ve received print, web-based and/or video jobs that needed to be reworked and essentially redone because the creator didn’t have any professional knowledge of print, video or web-based requirements. The client invariably ends up spending more time and money than if a qualified designer/producer had created it in the first place.

In terms of design and producing, one of the common reasons businesses do poorly is because inexperienced authors try to do their own design and video production and produce a product that looks second-rate. Think about it. When you see something that looks “homemade” versus a professionally put together marketing materials, which company would you call? The simple fact is this: A good-looking marketing print, web or video piece will get the customers before a cheap-looking one.

Mainstream publishers, video producers and large companies have known it for years. They don’t ask their staff or experts in other areas to design their marketing pieces. They spend their money with top designers because they know that professional design is a sound investment. It sells!
Good design is vital for success. The initial ‘design look’ is twice as powerful as any other factor in establishing credibility. And credibility is the thing you need most when asking someone to buy your product or service.

Bottom line: When it comes to your business, don’t sabotage your success by trying to save money. When you need special help, go to the specialist.

‘Do-it-yourself’ is great – in its place! Minor repairs on your car, basic home decorating – go ahead and get your hands dirty and have some fun – but when it comes to the success of your company, don’t shoot yourself in the foot. Instead, hire a professional designer – it’s an investment in your business. Good design and production SELLS!