Design should be intentional

Graphic design is based on objective goals, not subjective opinions like "I like red!" The design of your ads, brochures, newsletters, proposals, and web site should be determined by the image you want to communicate.

Guerrilla Marketers take an active role in working with graphic designers, commercial printers and web site designers by describing, in detail, the image they want to project. Guerrillas can define the image they want to communicate, whether it's "classic" workmanship, contemporary "cutting edge" technology, or "safe haven" investments in a troubled world.

The more they define their market and their position relative to their competition, the better a job business owners can do in directing the work of the specialized talents they hire to help them.