Ah, the art of entrepreneurship. It takes a very special type of person (masochist) to start a business on their own. Not only do you have to work ridiculously long hours, create content from thin air, and always be available, you have to become an expert on trades you didn’t even know you were signing up for. News flash, you aren’t just a photographer anymore, apparently you’re also a social media manager, marketer, accountant, business manager, customer service rep, and oh yeah, you’re also likely a graphic designer sometimes.
I remember when I first started IM, I thought I needed to do all the things. Partly because I did. Whatever has to be done in entrepreneurship, you’re the one that’s likely going to be doing it. But I also thought I needed things that I didn’t need. P.S. You don’t need a social media account on every single platform. I promise.
I feel like I have a somewhat unique perspective, because not only am I an entrepreneur, my clients are also usually entrepreneurs. And something I know with absolute certainty is that sometimes, you gotta learn how to do this sh%$ yourself. You have to dig deep, and maybe cut some corners because funds are probably limited, time is definitely limited, but there are things that just have to get done.
First I’ll tell you when you need to shell out for a professional graphic designer. Because it’s all about balance. When is the impact this design will have on my viewers less than the cost for the business.
WHEN IT’S A MATTER OF BRAND IDENTITY
Do not. I repeat DO NOT try to create a logo, by yourself. You may be an excellent illustrator, artist and have and excellent idea for a logo. But don’t trust the entrepreneur temptation. It does NOT understand the importance and impact your brand’s logo and visual identity will have on your organization. It is not worth the money saved. Hire a pro.
WHEN IT’S FOR AN EVENT OR PROMOTION
This one is admittedly less important than logos. But if you want customers or people to show up. If you want them to retain the information on the flyer—hire a pro (and then trust their decisions). They are trained and wired to organize information in ways that will benefit you in the long run. Even if it’s not trendy.
WHEN IT’S EVEN REMOTELY BRAND RELATED
Website banners, packaging materials, buttons/stickers—any of these things may be the very first thing a new customer/client lays eyes on. This is their first impression of your brand. The cost does not outweigh the impact. Hire a pro.
And now to the good part.
HOW TO MAKE YOUR OWN GRAPHICS
SOFTWARE
I’m going to let you in on a secret. My first tip on how to make your own graphics is that you don’t need Illustrator and/or Photoshop (I apologize Adobe, I still love you). There are many, many free and cheap softwares out there that will get the job done and are far easier to use if you don’t have 6 decades to learn how to use the professional software. For Illustration and graphic editing, I usually recommend Sketchbook to my clients, and for things where you need to organize information and images, I actually recommend Publisher Plus. It isn’t the Publisher we used as children. It has very few restrictions and is surprisingly capable.
FONTS
Stick to no more than two fonts. I repeat: STICK TO TWO OR FEWER FONTS. It’s easy, I know, to get caught up in the world of typefaces. They’re beautiful and fun, and those chalkboard signs with five fonts look so cute, amiright? No. For a business, you need one, two, or at the VERY MOST three fonts for a single design. We aren’t creating a pretty picture here. If you’re creating a flyer, the purpose is to communicate something. Two fonts can help distinguish and organize your information, but any more than that and it visually starts to clutter. It confuses the reader, and your message will get lost in sea of text. Don’t be tempted. Two. You only need two.
COLOR
Color Psychology is real, fam. There is a reason we often paint our toddler boys’ rooms the same color as the ocean. It calms them the heck down. There is a reason McDonald’s, Target, and Chick-fil-A all use red in their logos and stores. It makes us implulsive (and also increases appetite). If you’re interested in learning more on color theory, you can follow my Pinterest board on the topic here. When picking color for your design, choose thoughtfully. It’s powerful. In that color wheel alone, you wield the power to influence your customers. For sales and promotions incorporate bright, deep colors like red and orange. For things like website design and shop decor/signage, incorporate colors that make your customers feel cozy and comfortable like blues, purples and soft hues. You have the power, friend. With great power comes great responsibility.
GRAPHICS/IMAGES
Again, as I will say till the day I die, less is more. Don’t overcrowd your information with pretty things. Think of your graphics as highlighters. You want to emphasize your information, and draw the viewer to that, not just the pretty things. Bonus tip: I like to pick my graphics first and then use my color wheel to select specific shades of the color I want to use from the graphics. Ah, cohesion. Many clipart and graphics websites send out or offer free goodies every week (just be sure to check the licensing on those goodies to make sure it fits with your needs). My favorite is Creative Market’s. They change every Monday. And for stock photography, try Unsplash.
If all else fails, I’m always here to have your back. As an entrepreneur, your time is even more valuable than your money sometimes. But we gotta do…what we gotta do. So, when you need to save some $$ cash money, try these tips out. And if you need me, my virtual door is always open. Happy Designing. <3
Krissy J