No-one cares about your logo

OK, OK. The title of this article may be a bit of an exaggeration but bear with me here...

When designing a leaflet or an advert, a lot of people make the mistake of using their logo or company name as the most prominent element within their design. It's placed centre stage, big and bold, acting as the first thing potential customers see.

Now that's fine if your target audience is made up of existing customers - they've already experienced your services, they're familiar with your logo and should be interested in finding out more. However, if you're trying to attract new customers, is your company name really enough to stop Joe Public dead in his tracks? Probably not.

Why should it? It means absolutely nothing to them....yet. I'm not saying you shouldn't include your logo somewhere within your design - you'd be a fool not to. However, you only have one chance to grab the attention of your prospective customer and that chance may only last a fraction of a second. Don't waste it.

Read my Show stopping headlines article to find out what should be the most prominent element of your design.