Design is Credibility

Church Relevance - Issue 6
April 2006
by Kent Shaffer

People think they know you. Even before they know your name, they think they have figured you out. Why?

Strangers tend to make assumptions about you based on your appearance. It takes a relationship or an outside opinion to change those assumptions. I am sure that the priest from the story of the good Samaritan would have helped the injured man had he known more about him. I am sure the disciples would have let the little children immediately see Jesus had they known Jesus’ opinion of the children. Judgment, however, is not limited to people. Those who know nothing about your ministry will judge it by its image.

Design is credibility. You need to appear credible in your outreach. It does not matter if you use postcards, posters, or a website. What is important is that your design is credible. If you want to create credibility, ask yourself the following seven questions:

  1. Who am I?
    Above all, your design should be a reflection of your ministry. If you want to reach people, you must know who you are and how to clearly communicate it. Your image must align with the values and principles of your ministry. Most importantly, your image must be consistent.
  2. Who are they?
    Your design must be relevant. Understanding those who you want to reach is essential to success. Your design should be created to appeal their culture and their needs. What is important to a teenager is far different from what is important to a parent. Don’t settle for satisfactory, but continue to invest time into learning more about the people that God has called you to reach.
  3. Am I serious?
    Your design needs to be taken seriously. Cheesy and goofy graphics should be avoided. There is a difference between clever and cheesy. Religion isn’t a fluff topic for people. They take it seriously. People are attracted to churches that are serious about their mission. They want to know it is worth their time.
  4. Can I deliver?
    Your design must be truthful. Don’t project an image that you can’t deliver. Choose your words carefully. Don’t exaggerate. People can spot exaggerations. They make you seem like a lying church. Only say “the best” if it is the best. You can’t be something you are not. You can highlight the positives.
  5. Am I professional?
    If you design looks sloppy, people will think your church is sloppy. If your postcard is flimsy and cheap, people will think your church is cheap. If your design looks like it was created by an amateur, people will hesitate to trust you. Anyone can use Photoshop, but you must use it well.
  6. Am I contemporary?
    Your design should never date you. Design and fashion are two things that are constantly evolving. Photographs, colors, and design techniques can date you. Stay current. This is particularly important for ministries targeting a younger demographic.
  7. Am I clear?
    If your design is confusing, you are frustrating people. Don’t try to cram too much content onto your postcard or billboard. Quite often less is more. Create a website with clear navigation and usability. Keep things simple and to the point.

Your design is your credibility. You can’t stop people from making assumptions, but you can create an image that produces the right assumptions.

Design by Bombay Creative.

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