By Bob Hamilton

Graphic design is about aesthetic and visual appeal. The way a person sees something affects judgment in more ways than anyone could ever imagine. As many would say, “first impressions last”. The first impression of a person the very first time he/she sees something usually lingers longer than they thought it would. Though this may sound unfair, it is human nature and is inevitable.

The first thing to remember when it comes to a business is that the impression of the customers matter. Getting the attention just on their first look is like winning half of the game. What better way to give the good impression than by using graphics to promote the appeal to the product. Plainly packaged items are usually less appealing to customers as compared to those which have nice packaging and layout. This is the very reason there is too much at stake to put graphics and design at the back.

On the other hand, the positioning of the graphics is as important as the design itself. It must be placed in an area that can be instantly seen by the viewer or customer. Hence, almost all graphic designs are placed at the front packaging of the product. If placed at the back, the purpose of the graphics is to attract and catch the attention of the prospective clients is rendered less useful. This is simply because the design is not seen instantly and cannot be appreciated unless the customers pick up the product and turn it around. Unless the target market is proven to be meticulous in their buying habits, this is not recommended.

The best explanation for this can be compared to a greeting card. Just imagine picking out a greeting card for a person on his or her birthday. In a card shelf in the bookstore, the first cards to be opened are those that come with interesting graphics and illustrations. It is only later that the message inside the card is considered, whether or not such message is appropriate. In many situations like this, it is the card bearing the nice graphics that get purchased. Just in this example, one can see how important graphics and design are and how risky it is to place them at the back.

Graphic design is about grabbing attention and getting noticed. Quality of a product or service may be necessary but it will be useless unless the attention of the customer is gathered first.

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