Why are good graphics and visual assets one of the most important investments businesses can make? 

I can’t stress enough how important it is to your store’s success to make an upfront investment in your visual identity.

The strategic process of creating that identity, starting with the logo, digs deep into your business goals, customer experience, market position and brand personality. Doing this work with a professional designer can help you gain more clarity about how your store should look and feel, and also your long-term aspirations. Spend real time on this, because everything flows from this initial exploration. And make sure you think in terms of scalability and usage, picturing your logo on everything from hang tags and branded merch to signage.  

Of course, in 2026, there are many affordable and speedy tools to create graphics. AI can generate concepts in seconds with a few details about your business. But if you decide against collaborating with a designer, you’ll be skipping a deeper brand-building process that will be invaluable going forward.

What would you tell a business owner who doesn’t know where to start when it comes to trying to land on a good logo, store sign or website design? 

Do some research, trust your instincts about the look and feel you want, and then work with a designer. When you work with a professional designer, they’ll often have you fill out a questionnaire to understand the emotions, values and overall vibe you want your brand to communicate. That information helps guide the visual direction to bring your ideas to life.

There are a few things to keep in mind, starting with: Pick one brand color, or two at the most. Consistency is what helps people recognize and remember your brand. Think about companies like Tiffany & Co., Starbucks, Target, Glossier or T-Mobile.

Next, don’t feel like your logo has to explain everything you sell or do. A good tagline can often communicate that much more effectively. Choose fonts that are easy to read and won’t feel dated in a year or two. Trendy fonts can be tempting, but clarity and longevity are usually better choices. Think about creating an icon or symbol that can stand on its own without text. As your business grows, having a recognizable mark can be incredibly useful.

Keep in mind that no brand starts out iconic. That kind of recognition comes from consistent use, marketing and time. Take the time to develop an identity you’re happy with, and once you do, stick with it. Strong brands are built through consistency, not constant changes.

What’s the best way to vet a graphic designer?  

You should think of your graphic designer as a creative partner. You may have a vision for your brand or project, but an experienced designer can help bring that vision to life.

When evaluating a designer, look beyond their portfolio. Pay attention to how they communicate and whether the process feels collaborative. A successful design project is built on partnership, and you'll likely be working closely together for a long time. Choosing someone who understands your goals and welcomes your input can make all the difference in the results.

What’s the difference between designing for a physical store and an online store?

For an online store, usability is key. An in-person retail space engages all your senses—there’s lighting, music, store associates, scents and the ability to touch and interact with products. Online shopping lacks many of these sensory elements, making it even more important to highlight the advantages of an online store. A well-designed digital experience should emphasize convenience, competitive pricing, seamless navigation and hassle-free returns while reinforcing the brand’s personality and value.  

(Image courtesy Linda Bottlik)