A well-done design will underscore the messaging that you hope to convey. This links to the argument on the importance of design in branding, but it’s also about the power of design to drive home a message and evoke a response. A few carefully chosen images can say more to a potential sponsor than hundreds of words of copy on the same issue.
Many people fail to appreciate how psychologically compelling design is. Where does a viewer’s eye fall on a page? What emotions do the photographs, colors and layouts that you chose evoke? Does one area stand out above everything else? Good designs can take a masterfully crafted pitch or concept and add gasoline to its ability to drive conversions. Great designs help you speak to your prospects in a memorable way, and it stands the best chance of getting your brand noticed.