I recently was reminded that it takes something like 7 “touches” to reach a potential client.  These touches can include your direct mail piece or advertising, as well as any other contact either direct or indirect.  What does this have to do with graphic design?

If it takes many times of a client seeing your message in order for them to even notice you, it is all the more important that you make the most of each of those touches by making sure they all “match”.  Coordinate your marketing materials so that even if someone doesn’t pay close attention, subliminally they can see that it all comes from one company.  If every ad you place or marketing piece you put out is completely different, you’re in effect starting over each time.

This doesn’t mean that everything has to look exactly alike, but make sure there is something that ties it all together… a color scheme, your logo, a general look, etc.  If you’re going to hire a graphic designer for a new marketing piece, be sure they can have access to what you’ve already done so that they can find a way to keep it all consistent even as you change your look.

Do you agree with the multiple touches theory?  Ever eventually done work with a company after seeing their stuff over and over again?