A lot of things can go wrong when you design your own logo, and sometimes even when you hire a graphic design company. Here are just a few examples of logos that just didn’t get enough scrutiny before going live.

You rarely see anything simple these days, especially when it comes to graphic design and web site design. More often than not, it’s a matter of someone trying to out-do the other guy. Before long, you’ve got an ostentatious use of rotating 3-d menus, flashing lights, streaming video and obnoxious music, adding nothing to the visitor experience. Most people don’t start with this scenario in mind though. Quite often, they start off with a decent design but then see something that they want to add to their design, continuing to do so until the end result resembles a patchwork of various design styles and technologies that really don’t belong together.

What’s the solution? If you’re not ready to hire a graphic designer and you’ll be doing your own design, start with the end in mind. Decide what you want to accomplish and work towards that goal. Remember - your goal is to convert your prospects into paying clients. By making your marketing message, whether in print or online, as clear and compelling as possible, that is more likely to happen.

Simply put, keep it simple.

Graphic design may seem like a pretty simple, straight forward task. Rip open the shrink-wrap sealed copy of Photoshop, install it on your computer and jump into designing your own web sites, business cards and ads. Just to be sure, once you’re done, you run your new designs by a few friends or family members, who as it turns out, just happen to love them.

So now you’ve got a brand new web site and business cards that you designed all on your own, saving yourself a boatload of money by not hiring any graphic design companies to produce them, and now you’re ready for the orders to start flowing in. But they don’t. Days turn into weeks, then months and you can’t figure out what went wrong. Simple put, effective graphic design is far more complex than it seems.

On the surface, it may appear that graphic design is just playing with images, text and colors until you get the look that you want. In reality, there is a tremendous amount of though that goes into an effective design. Plus, your personal taste in art has very little to do with the image of your company. After all, you are trying to appeal to your target market, not your own ego.

Simply having access to a particular piece of software and going through the motions does not make one a professional graphic designer, nor does it make the finished work graphic design, any more than running on the same track with Olympic athletes makes you an Olympic athlete.

While many small business owners have handled their own graphic design successfully, a majority of them have experienceda completely different outcome. Unlike many of the other professions, such as law or accounting, were an unsuccessful approach can be immediately devastating to a business, graphic design appears to be a field where an unsuccessful approach can go unnoticed for quite some time. Nothing could be further from the truth. Poorly executed graphic design will not land your company in hot water with the IRS, nor is it likely to expose your company to any significant legal risks. But it will present a poor image to your prospects, who will in turn, choose your competitors over your company. The effects may not be apparent for quite some time, because unlike a situation such as a lawsuit, which is an active consequence, poor graphic design, which motivates your prospects to do business elsewhere, is an inactive consequence.

Another potential challenge in handling your own graphic design is that it often will take longer than turning it over to a professional designer. A professional has the knowledge and experience, along with the ability to utilize the necessary tools, quickly and efficiently, so you can generate revenue sooner.

You have to determine the value of your time. If you’re starting a business out of your spare bedroom with a few hundred dollars from your savings, then you’ll probably need to design your own marketing materials. On the other hand, if you’re running a business, chances are that you time is better spent focusing on running the business instead of trying to do everything yourself. If you’re the expert in your field, don’t you deserve a chance to get in front of your prospects so that you can help meet their needs while earning a profit? A professional graphic design company can help you present the image that will let you earn that chance.

Let’s say I wanted a cake. I really like the big fancy cakes you see at the bakery, but I can’t justify spending all that money on one. After all, it’s just a matter of mixing up a bunch of ingredients and cooking them, how hard can that be? So I think to myself, I’ll just make my own cake, it will be just as good, cheaper, and no one will know the difference.

So I get some flour, milk, eggs, sugar, water and a few other ingredients that I found in my pantry and start mixing them vigorously in a big bowl. How much of each? I don’t know. I just put in what I felt like putting in, because how important could it really be? It’s just a cake, right? Ok, so everything is mixed up pretty well but I feel like something else could be added, and why not? It’s my cake. Well, I like steak, which I just happen to have left over in the refrigerator, along with some tuna casserole, a half of a quesadilla and a handful of peanut butter cups, so I toss these into the mix and stir it some more. I like them all, so my cake should turn out great!

Now it’s time to bake my glorious cake. I set the oven to 250 degrees and toss my masterpiece in for about 30 minutes or so. In the mean time, I’m thinking to myself how it’s ludicrous that these bakeries charge so much money for something that is clearly so easy to do. Look at me, with not a single cooking class under my belt I’ve created my own recipe on the fly, and in less than an hour I will be enjoying my very own scrumptious cake.

It’s been about 30 minutes, so I take my cake out. I had totally forgotten that I had some friends coming over, but what a perfect opportunity to share my newly learned skill. So, plates in hand I start passing out my confectionary ambrosia to each of them. They each take a bite and inform me that if they hadn’t already eaten, that they would certainly stay and eat more of my wonderful cake.

Well, it’s been a good day. I saved some money and learned how to make my own cake, which I then shared with my friends. They loved it and they told me so.

In the real world, baking a cake can be a lot like graphic design. In my previous example, I chose a random list of ingredients, mixed them together and then cooked them, which is surprisingly similar to what happens when most people do their own graphic design. You see, graphic design isn’t just about knowing what to put in and why, it’s also about knowing what not to put in and why. It’s a delicate balancing act that takes years to master.

Graphic design, like baking accounting or just about any other skill, is something that you can do yourself, but you’re going to have to take the time to learn the skills necessary to be effective. As in the example above with our retched cake, simply going through the motions is not enough. The proof is in the results. You can show your marketing materials to your friends but most of them are just going to tell you what you want to hear. In business, the only opinion that really matters is that of your clients or customers, and they’ll let you know what they think with their wallets. While it may seem like it’s too expensive to invest in the services of a professional graphic designer, sometimes it can be too expensive not to.

Is it a combination of the right colors? Perhaps a lot of white space? Could it be a particular style of art? In reality, it can be any of these factors, none of these factors, or even a variety of other factors. Graphic design, unlike art, generally should not be a subjective thing. Graphic design has a business purpose and that being the case, means that it should accomplish a particular goal. That may mean driving sales, promoting a political agenda, educating, or whatever applies to your business model.

Experienced graphic design companies, freelance graphic designers and in-house graphic designers know how to craft your marketing materials to do just that. They know when it’s a good idea to use a lot of copy to explain a complex message and when it’s a good idea to use just a little bit of copy to get your message across quickly. They know when to use a rich, textured design and when to use a clean modern design to stir up the emotions of your target market and incite them to take action. They know when to use a subtle color pallet, when to use a vibrant, eye-popping color pallet, and when to use a combination of the two. They know what images are going to work best with your designs to convey the image that you are looking for. More importantly, they know the reasons behind the decisions they make. Many other businesses are very black and white where in situation “1″ you take action “A” and situation “2″ you take action “B” but with graphic design, you must take human emotion and experience into account as well. More than a few businesses have learned this the hard way when using inexperienced graphic designers or even doing their own graphic design to save a few dollars. On the other side of this coin, as a start-up or small company, there is no need to invest in the largest ad agencies because even if you can afford their prices, you will be such a small account for them that you won’t get the attention you need. By investing in the right graphic design company or freelancer, you’ll generally see greater results more quickly at the best possible price.

So what is good graphic design? It’s something that conveys the image that you want for your company and accomplishes a particular goal.

Many business owners have a lot in common. We can usually find a way to get just about anything done. Most of us have the tough skin it takes to make it through the challenges we face as entrepreneurs. Quite a few of us are even pretty good at delegating responsibility to our employees. What separates those of us that move on to the next level is knowing when to bring in outside professionals so they can free us up so we can focus on our business. While many business owners eventually realize that they must turn to a legal or accounting firm to avoid a sticky situation or get out of one, many never make this realization when it comes to graphic design companies.

It may make sense to try to do everything yourself at first, especially when revenue is tight. The thing to remember though is that what you know isn’t what matters most, it’s what you don’t know that matters most. If you know everything about building a house except how to properly pour a foundation, how long do you think your house will last? The same goes for graphic design. You can design your own marketing materials, but unless you have a strong marketing background you’re probably not going to get the results you’re looking for.

A professional graphic designer knows what works and what doesn’t. They know what emotions certain colors provoke and what colors work well together. They know how to properly utilize contrast or size, shape and color to draw attention to various elements. They know which images will most effectively motivate your target market. Utilizing a professional designer will actually save you money (and then make you money) because they can produce a more effective marketing materials that will deliver results without a lot of trial and error. Keep in mind, they are more than just a Photoshop jockey.? Professional graphic designers have spent years honing their skills and the software they use is nothing more than a tool. Simply owning a copy of Photoshop doesn’t make someone a graphic designer any more than owning a set of Matco socket wrenches makes them a mechanic.

?So, to answer the question, what can a graphic design company do for your business?

• They can produce marketing materials that will present a more powerful message
• They can save you both time and money
• They can increase your revenue by providing you with more effective marketing materials
• They can help you get the most from your marketing budget

If you’re ready to take your business to the next level, spend some time talking to some graphic design companies to see which one would be the best fit for your company. While you’re at it, check out this article on choosing the right graphic designer.

Need a quick way to help choose effective color combinations? Check out Adobe’s newest tool, Kule. For the particularly color-challenged, you can use it for all sorts of color related decisions in your life,?like choosing the right tie, paint or drapes.

Software is a great thing; rather, software can be a great thing. While it’s made some tasks much more efficient and cost effective, such as accounting, programming and graphic design, it’s also put tasks into the hands of people that in all honesty, should not be handling them. Just because you have a copy of Quick Books, it doesn’t mean you are an accountant, and likewise, just because you have a copy of Adobe Photoshop, it doesn’t mean you are a graphic designer. Alas, some businesses are started with literally no budget (and some particularly hard headed people insist on trying to do everything themselves) and are going to design their own logo no matter what, so for those people, here are some guidelines to follow:

• Don’t use photographic images in your logo. It will look amateurish and busy and will be ineffective. The purpose of a logo is to create instant and memorable recognition, enabling you to brand your company/product/service. It’s not supposed to tell you everything about the company — that’s what your marketing materials (web site, brochures, signs, etc.) are for.
• Use a minimal number of colors. Your logo shouldn’t resemble a kaleidoscope, remember, the key is instant and memorable recognition. The fewer colors, the better — aim for 1-3 colors.
• Determine how your logo may be used before designing it. A drop shadow may look great when your logo is used on your letterhead, but it won’t be able to be used on your embroidered shirts. If you start with the end in mind, you will run into fewer problems down the road.
• Avoid illegible or over-used fonts. That fancy script font may look great on your monitor, but how will it look on a billboard at 65 miles per hour? How will it look scaled down to fit your business card? As for over used fonts, every soccer mom in America has a web site plastered with Comic Sans so don’t even consider it for your logo. The same goes for Arial, Times New Roman, and Papyrus to name a few.
• Design your logo in a vector format. This way, it can be scaled to any size with no loss of quality. IMPORTANT NOTE: Saving a raster file as an EPS does not make it a vector file! You must design it as a vector format from the start.
• As soon as your budget allows, hire a professional designer. It will make a difference in how people perceive your company.

If you’ve been in business for more than a few minutes, chances are that you’ve either hired or attempted to hire a graphic designer in the past, so you know how difficult it can be. But once you’ve put your project into the hands of a capable designer, the ball is rolling, so it’s important to know how to get the most from your relationship. In order to do that, you’re going to need to have a basic understanding of an industry that is shrouded by myths, misnomers and misconceptions. Once you know what a designer is and isn’t, and how the industry works, you can communicate more effectively with your designer, shorten the timelines and cost of your projects, and make life a lot easier on both you and them.

Graphic designers are professionals

Understand that just like any other member of your staff, graphic designers, whether freelance or employees of a marketing company or advertising firm, are professionals who have taken certain steps to achieve their education and experience. The work that they do can be a valuable asset to your business. Treat them with the same level of respect that you feel you deserve you should be treated.

Software is nothing more than a tool

There is a certain level of technical skill and experience required to design effective marketing materials. It’s not a matter of simply having access to a particular computer program. Most accountants use one of the industry standard computer programs to maintain their client’s finances, but you wouldn’t give your receptionist a copy of Quicken and think that she could effectively handle your corporate taxes. Graphic design is no different. When graphic design software is used by a professional, the results can be astounding, but when used by a novice, the results can be range from mediocre to dismal.

Designers are often asked to “photoshop” a graphic, often to fix some catastrophic problem, such as turning a black and white photo into a color photo. To put the humor of this request into perspective, let’s assume that you run an auto mechanic shop and a client comes in with a major problem with his vehicle…let’s say a cracked engine block. When you inform him that because of the severity of the problem and the amount of work that will go into fixing it, the job will take several days and will cost $3,500, he asks you to simply “matco” it. Graphic design does not have an “easy” button that does the work for us.

Graphic designers are not mind readers

Despite their sometimes eccentric appearance, graphic designers can not read minds, nor can they see in the dark, fly, or cast spells. If you want your project to be completed in a timely manner, it’s imperative to communicate with your designer. If you can’t explain what you want, you can show them other things that have the same feel that you are trying to achieve, such as a magazine, another web site or even the architecture of a particular building ? but don’t ask them to copy something. Not only is it illegal, but it will also present a poor image of you and your company. If you find that you are having a difficult time conveying your vision to your designer, an option may be to proceed in smaller steps so that you can make minor changes along the way rather than having to start over with a design that took the wrong direction entirely.

Both time and ideas are money

Unless you have agreed to compensate your designer on an hourly rate instead of a flat rate, you should never ask them to design something without some sort of direction as to what you want. It’s not any more acceptable to tell your graphic designer “I don’t know what I want, but I’ll know when I see it.” than it would be for them to tell you “I don’t know how much this will cost, but I’ll know when I charge you.”

The graphic design industry is unique compared to many other industries in that there is no tangible product when a project is completed. If a customer at the checkout register of your hardware store chooses to leave without purchasing your products, you can simply put them back on the shelf and sell them to a different customer. If a designer finds him or herself in a similar position, they can not take the same course of action because a design produced for one client will rarely be suitable for another client. This is why it’s morally wrong to ask a designer to work on “spec” or to create a design for you in the hopes that you’ll like it enough to actually pay for it. It would be like asking a home builder to build on your land, and if you liked the house, you would pay them for it. No builder in his or her right mind would agree to that, nor would any person in their right mind be comfortable requesting the builder to do it.

Graphic designers have personal lives too

At the end of the day, you go home, but for some reason, people seem to think that it’s perfectly acceptable to drop a project off to a designer at 5:45pm and expect to see it completed by 9:00am the following business day. Your business is normally conducted during a set range of hours and you should expect the same to be true for any graphic design firm. Sure, there will be cases when burning the midnight oil may be necessary ? but that is the exception, not the norm. The more time that a designer is given to complete a project, the better it will usually turn out. Rushing a project inevitably leads to mistakes and an overall lower quality.

Time stands still for no man

Define realistic timelines for your projects. If you tell your designer that you need your project finished yesterday, I can assure you that they will not meet your deadline. Setting a deadline of “immediately” or “ASAP” do not define your needs any better. By setting quantifiable goals, you allow your designer to adjust their existing projects accordingly ? but remember, if they have to put another project on hold to work on yours, you will probably have to pay a “rush” fee. When you make everything a priority, you make nothing a priority, so for the best results, get your project to your designer with plenty of time to spare.

What kind of reaction do your prospects have when you hand them a business card? Do they appear genuinely impressed, or do they appear to be holding back laughter?

If the latter is the case, then perhaps it’s time for an upgrade. Maybe when you first started your business you couldn’t afford to shell out the money for professionally designed and printed business cards, or perhaps you didn’t see the value in it.

The fact of the matter is that a professionally designed business card will set you apart from your competition, and when you go the extra mile and have them professionally printed you will really make an outstanding impression. Think 2-sided, full color business cards on a nice heavy 16pt stock (you can literally cut cheese with this) with a high gloss UV coating.