We all judge a book by it’s cover. We don’t necessarily want to, but experience, values and environment all play a part in our cultural make up.
That’s why we all have different ‘taste’. One persons style icon is another’s style catastrophe.
When using graphic design as a marketing tool you need to match the design style and execution with the target market. Quite often there is a mismatch and this comes down to lack of understanding of the target market and a fuzziness of your brand values.
Getting your brand right is not about having a smart logo (although that helps).. it is about a set of values or culture that helps guide many things (in fact most things), including your design style.
Talk to me about design style and your target audience. It is not science, it is an art. Take a look at some of the projects I have delivered, each one tailored to a specific audience.