Does graphic design quality actually differ?

Most definitely! You may not be able to consciously notice differences in design quality, but the majority of people will notice these differences subconsciously. Many people need to see average and excellent designs side by side in order to consciously recognise the differences.

The problem facing organisations using what Luminosity would consider as sub-standard graphic design, is that their targeted consumers will often view their marketing materials next to their competitors materials. This means that the targeted consumers are able to easily distinguish between the levels of quality, be it counsciously or subconsciously.

Everyone knows that “a picture tells a thousand words”, the question businesses need to ask themselves is “are our pictures telling the words that our company wants to communicate to our potential customers?”

FACT: Your organisation’s marketing materials convey messages to consumers, and consumers naturally form an opinion of what they are looking at. It’s an automatic response that cannot be prevented. Initially it occurs at a subconscious level, and then progresses to the level where conscious judgements are made.

Often people won’t understand why they feel more comfortable with one company rather than another, but their decision to buy a company’s products or service in preference to that company’s competitors’ offerings is often influenced by visual quality cues, or visual ‘affinity’ with the brand, the company or their products.

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