what can graphic design do for you? in these days of increased concern over quick return on limited investment dollars, spending on graphic design can seem something of a luxury. have you ever asked yourself which is most important: content + functionality, or graphic design? the choice appears clear... but is it?

it's tempting to think that all you need to suceed on the web is good content, good services, good products. and for some, this may be enough (after all, if you're the only fish in the sea, it doesn't matter what you look like or how easy you are to catch -- government web sites are often great examples of this).

but for the rest of us, competing for attention with the other estimated 30 million existing web sites, we might want to reconsider the importance of graphic design to our business. we might even begin to think that functionality and graphic design are inseparable.

what distinguishes your favorite brand of automobile? is your buying decision based solely on performance, or do you care what the car looks like? for most people, their car's appearance matters (just as most people don't go to work in their comfy-but-worn clothing). don't get us wrong, looks aren't the whole story, but the point is that they are a crucial part of your overall business strategy.

your web site is the living face of your company. it must be absolutely unique, it must introduce your company with flair and vitality. or else? people will forget you, even if they stop by once or twice. consider nike -- is their current success due to the clear superiority of their athletic shoes, or does it have more to do with branding?

the bottom line is that graphic design has become essential to success in today's competitive economy. consistent design creates intuitive navigation systems and user interfaces -- aided by colors and images, visitors are able to navigate your site far faster than if they were faced with a wall of text.

a simple, elegant site will engage the visitor, it will 'stick' them to the site, and (in a world where the average user spends only 45 seconds looking at one web page) it will give you what you need above all else on the web: the chance to present your content, your products, your services, memorably + effectively.

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