The Intended Message
Graphic design is not just about creating pretty pictures, but it is about communicating an intended message using that pretty picture. A design for a law firm and a design for a massage therapy business will communicate two different messages. With the use of fonts, colors, and design techniques, one design should communicate stern authority while the other should communicate relaxation.
Your marketing materials should be consistent in communicating your intended message. Businesses that do not have a consistent brand appear as if they are trying to feel their way around. They don’t look established. And most people do not want to be practiced on, they want professional, established services.
What messages are you communicating with the graphics you use?