10-Minute Presentation Recap: Clare McCabe of Purple Star Design

At our latest Business Networking South Leicestershire (BNSL) meeting, we were treated to a thought-provoking and practical presentation from Clare McCabe, owner and lead designer at Purple Star Design.

Clare has worked in graphic design and branding for over 30 years, supporting businesses of all sizes to develop memorable, strategic and psychologically-grounded visual identities. Her business, Purple Star Design, specialises in branding, visual identity, print and digital design, helping clients communicate clearly and confidently across all platforms.

🔗 Visit Clare’s website: https://purplestardesign.co.uk/

Dispelling the Myths of Graphic Design

Clare began by addressing a number of widespread misconceptions, such as:

• “Branding is just the logo”

• “Design is only about looking nice”

• “Anyone with Canva can do design”

• “Colour choices don’t matter — it’s the message that counts”

She explained how these beliefs overlook the psychological foundation of design.
Every shape, font, colour and layout choice affects how a message is perceived, remembered and acted upon.

Branding is not just visual identity — it is business positioning, reputation, tone and trust, communicated instantly.

The Five Key Elements of Effective Graphic Design

Clare structured her talk around five essential principles that underpin strong design and branding:

1. Fonts / Typography

Typography conveys personality.
A serif font suggests tradition and reliability; sans-serif can feel modern and clean; handwriting styles evoke friendliness or creativity.
Choosing fonts is a strategic decision, not a decorative one.

2. Colour Psychology

Colours evoke emotional responses:

• Blue → Professional, trustworthy, calm

• Green → Balanced, natural, reassuring

• Red → Bold, urgent, attention-grabbing

Clare showed how businesses can use colour intentionally to influence perception.

3. Imagery

Images must support the message and align to brand tone.
Clare highlighted the difference between “just using any image that fits” and curating imagery that reinforces brand identity.

4. Hierarchy (Visual Structure)

Where the eye travels first matters.
Hierarchy ensures that the message is delivered in the right order, improving clarity and comprehension.

5. Building Trust Through Consistency

Clare emphasised that consistency is the real secret to brand trust.
If your website, flyers, signage and social posts all feel connected, your business appears more reliable and professional.

As Clare said:

“People trust what they recognise — and they recognise what is consistent.”

Learn more: https://purplestardesign.co.uk/

Why This Matters to Every Business

Good branding is not luxury — it is operational communication.

Clare explained that strong design:

• Improves customer confidence

• Makes marketing more effective

• Supports pricing power

• Strengthens brand identity in the market

Whereas inconsistent, unclear or poorly-thought-through branding:

• Creates confusion

• Makes businesses look cheaper or less credible

• Reduces trust

Branding is not an expense — it is an investment.

Discover Clare’s portfolio: https://purplestardesign.co.uk/

Need Branding Support? Clare Can Help.

Clare works closely with clients to:

• Create new brand identities

• Refresh existing logos and visual systems

• Develop brand guidelines

• Produce web, print and promotional design

• Strengthen visual consistency across all marketing

If your branding doesn’t currently reflect who you really are, Clare is the person to speak to.

👉 Start here: https://purplestardesign.co.uk/

If you’d like to meet more local professionals like Clare, share ideas, build trusted networks and grow your business with support, come and visit us at a BNSL meeting.

👉 Contact the BNSL Committee to arrange your visit:
https://businessnetworkingleicestershire.co.uk/contact-us/

— The BNSL Committee