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Imagine for a second that you're about to go on a journey hat's going to take you a long time. And for that reason you have to buy a car. Now you have to decide: Will you go for a comfortable limousine that's versatile enough for the job, is close to unbreakable, suits you like a second skin and even looks great? Or will you opt for a cheap small car, because that way you safe some money to spend otherwise?

Basically, that's a simple choice, right? Especially when you consider how much time you're going to spend on the road. After all, what's the use in saving "lots of money" if all you're going to spend it on is pain killers, due to your back hurting all the time?

For a new website, a new logo, or your business stationary you'll have to make a very similar decision. Although it won't cost you as much as a new car, you'll still spend a lot of time with it, and you should enjoy it as much as you can. As should your customers. That's why your primary focus in design shouldn't be to choose the cheapest offer, but to try and reach the optimum result. That the best can sometimes also cost a little more is just in the nature of things. After all: If you're only willing to pay for a second-hand Yugo you shouldn't be surprised if you don't get a Porsche.

Let's assume you have the choice between two designers. They both live in the same city. With the same cost of living. Still, Designer A only takes half of the price for the same work that Designers B asks you for. So, if he'd spend the same amount of time and energy on your project as Designer B does, he'd end up with only half the money by the end of the month. But since he has to cover the same cost of living, he also needs the same amount of cash, right? Now, have you ever wondered where he gets the other half of his income?

Right: He doesn't spend as much time and energy on your project, thus saving time to do another one. Simply to cover his cost, Designer A can only spend half as much time on your project as Designer B. For you as a client that means that you'll most likely get pre-produced components instead of individual solutions. And if you're lucky they're even in your colors. However, the design you'll end up with does not take into account what your target group actually looks like, what your market expects from you, or what your competition does to lure new customers. Things that are essential for the success of your business - but that you'll simply do without, just by saving half the cost. Or, to come back to our previous example: Ask yourself what it's good for to save half the fare if you'll end up walking half the way.

It's always nice to save money. To get - apparently - the same service for half the price. But when it comes to marketing and design, this approach doesn't work. Because design is more important for your business than you probably think.

This is especially true if you're relying on new customers. For them, your website, your publications and letters, your business card are the first thing they ever see of you. And if you feil to catch them, they may be the last things they see of you, as well. During first contact it is essential for you to make the best possible impression. You have to show yourself as being positive, inviting, professional. And you have only one single chance to do so. That's why it's so important that you come up with the best you can muster. If you saved on your design, then you may have saved some cost, but you'll be paying manyfold for that mistake.

If your design is cheap, it usually looks cheap, as well. And hat's what your potential clients perceive of you: cheap. So naturally, those Potentials that are looking for better service will turn away, looking for another supplier. What has saved you money in the first place, now costs you important business, and income. That's how cheap design can become very costly, very quickly.