Unpopular opinion: One of the most important traits of a great marketer is good taste.
Sure, you might have all the right data, but a keen eye for aesthetics, a firm grasp of language, and empathy for the human condition can turn a campaign into a movement.
Don’t underestimate the value of good taste.
As a small business owner, the allure of cheap design services like Fiverr is understandable. $5 for a logo sounds like a great deal, right? But when it comes to design, cutting corners can cost you more than just the upfront price. In fact, it can undermine the trust your customers place in your brand—a critical factor in their decision-making process.
Let’s start with the basics: credibility. In behavioral science, there’s a principle called “the halo effect.” This refers to the tendency for people to make overall judgments about something based on one positive (or negative) trait. A sleek, professional design creates an immediate positive impression—it signals that your business is trustworthy and competent.
On the flip side, a sloppy or amateurish design? That creates doubt. And doubt is the last thing you want customers to feel when they encounter your brand.
Cheap design services often lack quality control, and the designers on these platforms aren’t always equipped to deliver professional results. Without proper training or expertise, you could end up with a logo or website that looks rushed, inconsistent, or worse—just plain bad. And here’s where behavioral science comes into play again: customers form judgments in less than a second. That’s how long it takes for someone to decide whether they trust your business based on how it looks.
Consider this: you walk into a coffee shop that looks like it hasn’t been cleaned in days. How do you feel about ordering there? Exactly. That’s how potential customers feel when they see poorly designed branding. You might not realize it, but design is often the first “handshake” between your business and your audience. And first impressions stick. According to the mere-exposure effect in psychology, the more familiar people are with a brand—and the more positive their early impressions—the more likely they are to choose it. Professional design builds that familiarity and positive association over time.
When you invest in good design, you’re not just paying for aesthetics. You’re paying for the confidence that your brand conveys to customers. Confidence breeds trust, and trust leads to conversions.
A professionally designed website, for instance, signals that you’ve put thought and care into every aspect of your business. Customers can sense that—consciously or unconsciously—and it reassures them that their money is well-spent.
On the other hand, cutting corners sends a different message. Behavioral economists call this “signal theory.” Every choice your business makes signals something to your customers. If you’re willing to skimp on design, what else are you cutting corners on? Products? Services? This line of thinking can erode the trust you’ve worked hard to build, costing you sales in the long run. Customers want to feel like they’re in good hands—and a polished, well-designed brand is one of the strongest signals that you’re worth their time and money.
Look, design is an investment. You’re not just paying for a logo or website—you’re paying for credibility, trust, and professionalism. It’s the foundation of how customers perceive you, how they interact with your business, and ultimately, how they decide to spend their dollars. The cost of cutting corners? Lost trust. And once trust is gone, it’s hard to win back.
So, do yourself a favor—invest in design that reflects the value of your business. It’s worth it. Every time.
