It’s easy for companies to get caught up in the whirlwind of changing technologies. Investing in the newest innovations can keep a business up-to-date, but it doesn’t necessarily mean that the message they’re trying to portray to customers will be any more clear. In fact, according to an article in the February edition of Wide-Format Imaging Magazine, it could muddle an organization’s message.

Manuel Velazquez, veteran designer and wrap installer and the current art director at Texas-based Humble Sign Company, told the news source that businesses are often on a misguided quest to find something “cool.”

“The cool factor sometimes creeps up in conversation, but cool is subjective,” Velazquez said. “You have to worry about concepts that aren’t legible or are too abstract.”

Velazquez added that educating his customers is one of the things he enjoys the most. Many small business owners have a way of conducting daily operations, he said, but not a clear and concise way of communicating that message to the public. A good design never gets in the way of making sure a customer’s phone number and logo are visible and easy to read.

Dan Antonelli, a long-time wrap specialist and owner of a New Jersey-based graphics company, explained to the magazine that just because a company has all “the bells and whistles” doesn’t mean they need to use them. It is far more important to reinforce a brand, which is why Antonelli said he prefers to use Adobe Illustrator rather than Photoshop.

For companies that aren’t dependent on vehicle wraps, there are still ways to ensure that customers are given quality products that accurately display the business’ brand. Using laminating machines can create durable pages that can withstand direct mail campaigns. Additionally, coil or spiral binding equipment can hold booklets together, ensuring that documents stay together.