In the blink of an eye…

It all starts with a picture.

What kind of message are you sending to your customers? What do you want them to think? Malcolm Gladwell has written a fascinating book called Blink about how we make snap judgements, determining a preference for a product or a person in the “blink” of an eye. The eyes process so much information and relay it to the brain unconsciously about whether you like something or don’t like it. If you’re a business owner trying to connect with the public, you don’t have a lot of time to make a good first impression. Your logo, your business card or your company vehicle may be the first thing a potential customer sees that introduces your company to them. What are they thinking…..

We had a client come to us a while back who had recently purchased a logo design someplace else and was unhappy with it. We spoke to her, just chatted really, got a feel for what her business was all about and her own personality. Our designer worked up some designs for her from her ideas of what she was trying to project. When she came in to proof them, she was growing more excited and interested by the minute. She really liked one direction we had done and with her feelings about it, we fine-tuned it for her more as part of the initial design process. The project was completed and she was so happy with her logo for her cosmetic products and gave us all samples of her products like she was Santa Claus!

She had variations of one design that she could use for different products she had and she had a solid basis for starting to brand her business. And she also had something she could grow with. We gave her several different formats so that she could take this basic design and spread it around everywhere she needed her logo to be: web, stationery, vehicle lettering. This time, she was very happy with her logo. And we’re not the most expensive designers in town…we just look like it!

So if you’re a small business owner and looking to grow and expand your market and you feel you may need to “rebrand” your business, or your just starting out in business for the first time, ask yourself these questions:

  1. Does my logo clearly identify my company?
  2. Does it appeal to my target market?
  3. Does it make my company stand out from the competition?
  4. Does it support the core message of the company?

At Wild Signs we take pride in our designers having the right mix of artist, fabricator and ability to function as a member of your team, to get you to the goal. Remember, your logo is an advertisement for your company “brand”, make sure its saying the right thing. Because customers can make a decision whether or not they want to use your company…in the blink of an eye…


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