It’s the start of a new year, and as business owners are given more and more choices for their graphic design needs, it’s becoming increasingly difficult to decide where and how to spend those marketing dollars.

Sure, there are those discount “logo design in 3 days - only $99″ places, and even “do-it-yourself” software you can buy for not much more. But when it comes to your business, and how the public (and ultimately, your customers) perceives your company, those “discount” options may not be the best solution for you.

In order to help you decide whether to give one of those “discount” shops a try, or to spend the money to work with a professional graphic designer, it helps to have a clear understanding of the value of good graphic design.

First and foremost, graphic design is NOT the act of “making stuff look pretty.” Graphic design is, by definition, “combining text and graphics to communicate effectively through the design of logos, graphics, brochures, newsletters, posters, signs and any other type of visual communication.”

The key here is to “communicate effectively.” Whether you need a logo, brochure, a website, or any number of other various marketing materials, the ultimate goal is to communicate your company’s message effectively to your target audience. This is a big - and important - job, and becomes increasingly more difficult without the appropriate research, time and a clear understanding of your company’s goals, products or services, and ideal customer. And chances are, those discount designers skip a few steps and cut a few corners to keep their prices low and the turnaround fast. But a graphic design professional understands how valuable good design is to a company, and knows that your goal - ultimately - is to generate more business, increase your revenue and create customer loyalty. It’s with these goals in mind, the designer uses their talent, experience and knowledge to create something that is not only visually appealing, but is also able to communicate your company’s message clearly and effectively.