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Does the quality of your design influence the success of your product? (Part 2)

Posted on May 3, 2008
Filed Under Brand Building, Brand Elements, Brand Integrity, Brand Maintenance, Branding, Branding Products, Christopher Kirk, External Branding, Marketing, Visual Branding |

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Last time we looked at how important professional design for you products are and what to look for in hiring a graphic designer. Once you have secured the services of a professional graphic designer, find out exactly what he or she needs from you. Then make sure you give everything required to the graphic designer. Try your best not to give what is needed by piece-meal. In other words, do not give a few things here then wait a fews days then give a few more required pieces and so on. For the graphic designer to give you the best he or she can, make sure everything that is needed is given in short order. It is hard to design a piece well when everything is not there and may end up requiring more changes than necessary thus raising your costs for design.

Any graphics or images that are required need to be high resolution. Web images are not high resolution. Even if your product design is going to be for the web only, give the graphic designer high quality images. It will make the job easier. The resolution of a web image is usually 72 dots per inch or dpi. An image that is considered high resolution will be 300 dpi. Dots per inch is simply how many dots or pixels that are in one inch on your computer monitor or paper. The higher the dpi, the more information the graphic has to make a good image. Curves and shades look smoother with a higher dpi. Any editing will look more seamless with graphics that are a higher dpi. It is very difficult to use low resolution images an make quality work out of them. After the design is finished it is simple to make the image web-ready.

Also do not have your graphic designer overload your design with images. Less is more here. A graphic designer worth their weight will know how to design well with “whitespace” - the area where there is no design element. Too many graphics or images is just distracting and will be less successful in converting sales.

Also have in your plans the time needed for the graphic designer to do a quality job. Handing a graphic designer a job that needed to be done yesterday will probably will not get you the very best he or she can do. That does not mean it will not be good, just not the best.

To learn more on how to create successful products through targeted design, go to http://www.designedforsuccessseries.com and order the Designed For Success Series for more information.

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