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Custom Logos
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Studies have shown that the first thing new users of your website see is your logo. If your logo is not as strong as it should be, if it is unprofessional, or just doesn't measure up, your potential new customer may be gone. A first impression is something you cant get back. By looking professional, by having a look people would associate with and expect your type of business to have could be the difference between a sale or a lost potential customer.
Corporate Branding
Do people know who they are buying from if they cant see a logo, or color scheme or similarities? Seeing your logo or look on all pages of a website, or print marketing re-assures people of where they are shopping, and who they are doing business with. If they are comfortable buying from you, and they cant tell that its your company you will lose business.
Fist Impressions
According to Canadian researchers first impressions of website form in as little as 50 milliseconds (1/20th of a second). That's all the time you have to put your best foot forward, less then a second. In less then a second not cant see fine details, but you can definitely make the assumption of professional or not, and if you can make that decision the next step would logically be professional site will get conversion and (or) sales, while unprofessional looking sites will not get either.
