Master Strokes: The Impact of Professional Design and Content
Almost no one performs their own car repairs anymore. We don’t install our own central air conditioning units or use our own hands and hammers to construct the new additions on our houses. A large percentage of us turn some or all of our wedding plans over to a professional planner, designer, caterer, or specialist of some sort. Many of us go to a professional to get our hair cut, styled, or colored. As culture and society develop, so do skilled trades, and so does our trust in the people who ply these trades.
However, modern technology and communications have also encouraged the perception that every individual should be able to perform some relatively common-seeming tasks adequately despite the fact that there are entire schools, careers, certifications, and degrees dedicated to ensuring that trained professionals who spend their lives honing artistic abilities maintain a certain level of specialize, creative quality.
An amateur camper is not able to survive as effectively under extreme conditions as a trained Special Forces soldier. A Youtube video does not endow a home cook with the same culinary ability as a classically trained chef. A Microsoft Word template does not help a theater fan write a Broadway-level play, and an electronic graphic design program does not instill every administrative assistant or small business owner with the artistic vision and practiced knowledge of a professional designer.
Because we exist in a market atmosphere that champions multitasking and encourages downsizing, it is easy to be wooed by the idea that anyone can write words, select fonts, and coordinate background colors with emotionally or intellectually engaging graphics. This, however, significantly undervalues the effects that professional writers and graphic designers are trained to create in their work. Without those effects, the words and graphics that appear in your advertisements are easy for customers to gloss over without connecting.
We think that if we can each just reproduce the same old advertising strategies we’ve all been exposed to our whole lives, then we’ll have successfully created an advertisement. A recent study detailed in Forbes proves that’s not the case. According to the study, the millennial generation simply is not responding to traditional advertising. This means that we can’t rely on what we all already know in order to connect with our customers. Our only effective option is to turn to those who have been trained to create messages and images with the ability to reach specific demographics.
Professional design and text content ensure that your company’s message breaks down the barriers created by apathy and indifference. It finds that opening that leads to the human core inside the customer rather than sliding uselessly off of their uncaring outer shells like water off of a duck’s back. Effective advertisement is more than just words and images on a page; it’s more than just paint-by-number brush strokes on a cheap canvas. Effective content writing and graphic design are the masterpiece strokes of the artisan. Don’t settle for a fingerpainting when you need to Mona Lisa.