As we move into times when it is harder to win work then we must work harder than ever on our design, the look, the feel. All sales professionals know this. They know that first impressions count, that ‘looking the part matters’ and that body language is the most powerful kind of interpersonal communication.

And yet do all our materials match that. Do they make the best first impression? Do they really look better than all our competitors?

I’m sure this matters. As does retaining your detail and rigour during the project itself to ensure a first class delivery.

As an aside I am betting that the recession will see an end to the glossy style of minimalist reflective design that has dominated for the past 3 years. I think we will see more detail and curves in a time of uncertainty.