Why is good design so important?

Well, consider, a man writes a book.  He uses ink and paper of the highest quality, written with the finest word processing software and the fastest computer that money can buy.  Yet, the best of equipment and materials are of limited value if he doesn't know how to tell the story.  Consider, a man owns the finest camera and lighting equipment available.  However, it is obviously of limited value in a commercial application if he does not understand the principles of good composition, how lighting affects the mood, or the texture, only to mention a few of the considerations needed to achieve the desired results.

Likewise, when it comes to the design of your logo or the layout and design of your sign, the very best of materials, software, or equipment are of limited value without a good understanding of the principles of layout and design.  A professional designer understands how to utilize margins, negative space, colors, contrasts, typestyles, line weight, rhythms, format, panels, etc., to achieve optimum legibility and to lead the viewer through your message effectively and efficiently. He understands how to prioritize your message so that the most important elements are not overlooked. For these reasons a well designed sign will make money, while a sign that is poorly designed is simply another expense.