Visual design isn’t the starting point

At the beginning of a project, it can be very easy to imagine how we would like something to look. We may imagine using lots of color, stunning photography, or even a design element once seen in a magazine. Whatever the vision, this hopeful feeling captured by our imagination is intoxicating and can often be the fuel we need to move forward with a project. But, before we get swept off our feet by the sweet promises of infinite potential, there are some earlier stages to consider long before visual design is involved.

Research can save you

When tackling a project, any project, consider research as a first step. We often dismiss the need for research, believing that what we need to know is either common sense or isn’t relevant to the project. How I wish this were true, but far too often we have seen furniture put together incorrectly because instructions were not carefully considered, we made a second trip to the grocery store because we didn’t check the fridge before we left the house, or we shared an article on social media before confirming it was accurate. Each of these examples are minor, but they have still wasted time, money and potentially hurt reputations. Imagine how catastrophic the damage could be when there is far more on the line. When tackling a project, any project, consider the old saying, measure twice and cut once.

Message reigns supreme

The purpose of visual design is to help convey a message. Visual design without a message will leave an audience confused, lost and ultimately drive them elsewhere. Unless your goal is to have a few customers as possible, it is paramount that a message be developed well before visual design has been applied.

A message can take many forms, but at its most basic, it is an idea or concept. It is the reason why the project exists and it is what needs to be shared with the audience. Before considering design, it is always a good idea to mull the idea around some, like a rock in a tumbler, polishing it up some and getting rid of the rough edges.

Branding is more than a pretty face

After proper research has been completed and the core messaging developed, it is necessary to also consider brand. Do you have a brand? Is a brand required? What is your brand? It is important not to confuse a logo with a brand. Although a logo is part of a brand, it is hardly the entire brand.

A brand embodies your business’ personality and vibe. Word choice and tone of voice are major characteristics of your brand, yet have little to do with anything visual.

When deciding to move forward with building your business, it is natural to first consider the visual aspect of everything—it is the exciting part, we know. But, if your business is going to truly grow and become what you’ve always wanted, it is good to take a moment and consider steps that’ll save you time, energy, money and face.