What is your Identity? Your business should have an identity. All of the graphics should be consistent and unique to your business. For example, logos or business cards that don't match the rest of your printed material, create confusion. Custom designed graphics for your business help to disassociate your business from others. You wouldn't want your business to be confused with a less reputable business because of generic branding such as clip art or type choice.

What message are you trying to convey? Your graphics should represent what your business is about. Not only should there be meaning behind the design, it should speak for itself. Choices in type, color, size and subject matter all help to create a mood and message. An upscale restaurant will have a completely different graphic message than a corner pizza shop or deli.

Who are you trying to communicate with? Your target audience is essential to how your graphics should be designed. What population does your business cater to? For example, a brochure for a travel agency might have more imagery to grab attention, where as a brochure for a cleaning business might have more text explaining their services.

Cost is always part of the equation. How graphics are designed can impact their production or printing cost. Designs need to be flexible and cost effective. Full color is often more costly than choosing only two or three colors for your design.