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Graphic design is a
business that often involves activities
and results whose effectiveness
can’t easily be quantified
Yet, in today’s economy, every
client must look for ways to
economize. Our firm is sometimes
asked to examine our quality
approach and the traditional
ways we address our clients’
problems and opportunities.
So let us share with you a few
thoughts about what graphic
design can accomplish and what
its true value is.
Asked to define jazz, Louis
Armstrong said, “You’ll know it
when you hear it.” We feel the
same way about good design.
What we can say, authoritatively,
is this: good graphic design
is not about style or fashion. First
and foremost, it is about communication.
And it should always
have a direct, bottom-line effect
on any organization’s business.
How much more value does a
quickly- and easily-communicated
visual message have over one
that’s neither? Frankly, we don’t
know the answer. But we do
know that there is a commercial
imperative today for graphic
design quality and distinction.
Like it or not, we live in a
world that is over-communicated,
and we must use media that are
excessively cluttered. The only
way to combat this condition is
through design that not only distinguishes
an organization, but
that quickly communicates its
many messages well.
We also know that good graphic
design is about image building.
Over time, all products and organizations
just as individuals do. Positive
personalities (images and brands)
are often among the most important
properties any organization
In today’s world, not to try to
reinforce positive ones, or to
strengthen weak ones, is to leave
a positioning vacuum soon filled
by competitors. Being constantly
attentive to image and brand
building is one of the ways
smaller organizations get bigger,
and bigger organizations stay on
Creating strong, visual identities
is what we do. Our experience
tells us that it is a function
far too important today to trust
to chance, or a low bidder.
Because we are talented and
trained professionals, our work
does not come cheap. But please
don’t confuse cost with value.
Perhaps it is a cliché to say that
you get what you pay for, but
that doesn’t make it any less true.
When you contract for graphic
design, most of what you end up
paying for is time. And most
design time is executional in
nature—i.e., “working things
out.” This process does not vary
greatly from individual to individual,
or from firm to firm. In a service
business, there are few
economies of scale or shortcuts.
The result is that the difference
between inexpensive and
expensive design is in the value
of time expended. This is a direct
function of how much talent,
training, and experience it
Also consider this: except for
the very smallest of jobs, design
fees are usually a fraction of total
job costs (printing, media, etc.,
are the big ones). Thus, the
incremental difference of opting
for outstanding design versus a
mediocre equivalent typically
only increases costs 5% to 7% on
a small brochure, ad, or Web site;
less than 1% on an annual report,
ad campaign, or major Web site.
Viewed from the bottom-line
perspective, a small additional
investment in design quality produces
an ROI that is sure to
warm the heart of even the
Our business is constantly changing,
mostly because of more powerful
computers and software.
Unfortunately, they don’t lower
costs. Any new efficiencies or
time savings are more than
exceeded by the costs of keeping
up with new technology.
Better computers and software
also don’t make good design any
easier. Design is, as it always has
been, a business of problem-solving.
And machines don’t solve
problems. (We’re reminded of a
saying ascribed to another
jazzman, Duke Ellington: “It is
not the piano that makes great
music; it is the person sitting at
The primary benefit of new
technology to our clients is
increased flexibility. It allows us
to provide more solutions,
options, and ideas. Occasionally,
even more quickly.
For all these reasons, we are
excited about what graphic
design can accomplish for any
organization. And we are particularly
excited about how we can
make it happen for you.