Design excellence is not a superfluous, time- consuming luxury; design, graphics and pagi- nation are formidable marketing tools that serve an invaluable function.

The visual appearance of your written doc- uments is the initial impact on your target market. Like sound bites, visual bites afford us only nanoseconds of subconscious evaluation before we form a lasting opinion.

While most people are unaware of the rele- vance of design in communication, marketing and selling, studies have shown that design—or lack of design—directly impacts what people think of you, your company and your products. It embodies your style and your values, and affects the effectiveness of your message.

Design and graphics thus offer an opportunity to structure and present information in a way that engages the reader, enhances com- munications, facilitates retention of name and message, and brand the product.

Left brain individuals focus on logical thinking, analysis, accuracy; they respond favorably to a visually structured presentation of content. In contrast, right brain people are more drawn to creativity, design, aesthetics and feelings. In either case, graphics and design reach both left and right brain people, albeit in different ways.

The relevance of design and graphics is heightened in the case of unsolicited written documents and promotional materials. It might make the difference between the addressee opening your envelope—or not; reading what you wrote—or not; getting the point you wish to make—or not; and remembering your name and the products or services you offer—or not.

Branding is enhancing company name aware- ness and creating a response from a target market, based on cumulative impressions and positive reinforcement.

Visual consistency is of critical importance in branding the identity of a company, its prod- ucts and/or services. It helps establish and reinforce a strong, cohesive business signature that increases awareness of the company’s name.

To be effective, graphic standards must be carefully laid out and followed strictly. While it might seem inconvenient at first to change old habits and adhere to strict graphic standards, this discipline will soon become second nature and will produce results.