Most of us make snap judgments about a brand based on what we see within the first few seconds—long before we read any words.

That’s why great design is so vital to your brand.

It's not an overstatement to say that poor design can cost you a potential sale. Here's why.

1. Poor design makes a weak first impression—and there may never be a second chance.
Poor graphic design can result in unprofessional or confusing visuals that fail to capture the attention of your audience. Whether it's a cluttered website, a poorly designed logo, or inconsistent branding across platforms, a lack of visual appeal can drive potential customers away before they even engage with your content.

2. If every impression of your brand isn’t consistent, you’re missing an opportunity to build your brand story.
Repetition is key to building a strong and recognizable brand identity. Sloppy design can lead to inconsistencies in visual elements such as colors, typography, and imagery. When your brand lacks cohesion across different touchpoints, it dilutes its impact and makes it difficult for consumers to form a clear and cohesive perception of your brand.

3. Poor design can make it hard for people to know what you can do for them—and lead to viewer abandonment. Because humans process images first, then headlines, subheads, captions, lists, and callouts, and lastly text, expert graphic designers build a brand story that starts at the subconscious level with this customer journey in mind. First and foremost, the brand hook must be unmistakable. Whatever solution you provide to their problem should be clear within a second or two. Whether it's cluttered layouts, unclear calls-to-action, or inconsistent messaging, bad design can hinder your ability to convey your brand's story and move your prospective customer deeper into the sales cycle.

4. Design signals all kinds of things about your brand before any words are read.
We make decisions about brands based on things we don’t even understand at the conscious level. Poor graphic design can give the impression of sloppiness, unprofessionalism, being outdated or being so-so, which can tarnish your brand's reputation and credibility. Whether it's grainy images, outdated aesthetics, or poorly executed designs, every visual element contributes to the overall perception of your brand. Investing in high-quality graphic design is an investment in your brand's reputation and long-term success.

5. Poor design complicates the viewer journey—and makes it likely you’ll lose the sale.
The less interested or aware of your brand that your prospect is, the harder you must work to get and retain their attention. If it’s too hard to find the information we want, we’ll abandon the effort. In creating websites, for example, this means requiring the least number of clicks to get to their desired destination. It also means navigation language that chooses clear over clever. There are reasons words like “Donate,” “Apply,” and “Buy” appear often—they’re widely understood by viewers from all demographics. It's also why a clear hierarchy of information is vital. Professional designers understand the techniques required to draw the human brain through the story—starting with the brand promise and moving through the persuasive points required to make a sale. While viewers don’t even realize this is happening, expert designers are very intentional about how to make this occur. Good graphic design goes beyond aesthetics; it's about getting and keeping your prospective customer’s attention and helping them quickly understand what your brand can do for them. All of this is vital to making a sale—whether you are selling an idea, recruiting talent, encouraging support, or selling a product or service.

Don’t cheat yourself when it comes to design. Good design is a competitive advantage, and poor design can cost you a sale!