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  • Writer's pictureAbhijit J K

The Importance of Graphic Design in Business



Vision is one of the most vital modes of communication. Because vison uses light, it can transfer information clearly over a considerable distance with minimal expenses. And since vision enables us to see and understand the world around us, it also creates emotions and fuels our imaginations. The things that we see around us or read, all enrich our memories and mould our thoughts and desires. Thus visual communication design, better known as graphic design, has the potential to convey precise information and evoke intended emotions in a viewer.


Advertisements spread awareness of a business and its products in the minds of the consuming populace. It's mass communication and thus, graphic design, with all its communicative qualities, carries the primary burden of advertising. Advertisements have to not only display the product but also to associate the product with the business. A business brand creates a personality through its visual identity. This personality embodies the anthropomorphised nature of the brand's products. When advertised, it helps attract and convince shoppers to buy your brand's products consistently. Thus, the visual themes and messages that create the brand personality have to utilise graphic design.


There are two significant features of graphic design that make them so vital to advertising and branding. Both these features collectively can inform a customer about your products and also convince him to buy it from your business.


Lucid Messaging


The advertising or brand awareness message needs clear communication. Brands need to inform the consumers of their scope of service. They also need to excite the customer's imagination and make them take an interest in your product.


Ideal case

An excellent message or advert is one which the audience view and absorb in its entirety. It is ideal because it can convince your target audience to respond to your call to action (CTA) and make a purchase. It also informs the customer of new avenues of investment in your business which he can remember for the future.


Practical scenario

Usually, people don't have the time and patience to pore over ads unless they are actively looking to buy. But even if they are active seekers, there is no shortage of adverts and information about brands selling the product they want. Thus all advertisers have to compete with each other for the potential customer's attention.


So the ideals of messaging have to be balanced, considering the demands and constraints of the advertisement market. Ideally, you would want your audience to know about your entire range of products and also build your brand identity. But practically, your ad also has to be catchy and attractive in a limited space while competing with other ads. This constraint necessitates cutting redundant information and highlighting the important ones. So that there is room for beautiful styles and also ensures that even a casual lookover conveys the essential pieces of information.


Design Strategies

A graphic designer creates visual design solutions to overcome the practical constraints of advertising. He can form a system of contrast using the various graphic and text elements. This system can highlight critical information in different attractive ways to create a visual hierarchy. The information hierarchy helps viewers take a meaningful overview to pique their interests for further engagement.

The graphic design of more substantial contents like websites, software applications and catalogues require considering how to guide a user through the content or interaction properly. User experience (UX) design takes care of this by creating appropriate design guidelines to direct where the user looks and interacts and how she feels through the process. The graphic designer utilises leading lines and focusing techniques of contrasts and negative spaces to fulfil the UX guidelines.


Emotionally convincing


The second aspect of commercial graphic design leverages the power of visuals to fuel imaginations and desires and to evoke emotions in the viewer. It is not only crucial for advertising but also for creating a consistent brand personality.


Attraction

The primary role of the graphic design of advertisements is to attract new viewers. They might then get interested in the advertised products or the brand selling them. A good first impression to a new customer is vital to securing a sale because it allows the whole process of interest, inquiry and purchase to begin.


An attractive design also strives to engage the viewer by not being monotonous or distracting. The viewer's attention is held through a harmonious composition that guides the viewer's gaze through exciting combinations of lines, shapes, and forms. For this, maintaining an overall visual balance and directing a smooth flow of the viewer's gaze is essential.


Attitude

Graphic design can modulate the viewer's attitude towards the advertised contents. It can help consumers accept the nature of the product or brand through the use of a theme matching the type of the products. It can be done by evoking primal associations of the viewer in the displayed presentation. For example, a cleaning product invokes the emotion of freshness through light blues and cyan along with watery textures.


The design can also create and mould desirable expectations in customers. It is done by putting visual emphasis on the expanding aspects of the brand and by creating visuals that provoke imaginations and desires. For example, a real estate advert can include a family in their ad photograph to allow the viewer to project himself in it and imagine ambitions of purchase. This aspect of the emotional design needs to be coupled with the tenets of lucid messaging to be fully effective.


Trust

A brand becomes trustworthy only after it spends some active time in the marketing and advertisement space. Creating and maintaining a consistent brand personality plays a vital role in building trust. Graphic design can be used to ensure thematic consistency of visuals, mood and tone in all logos, ads, packages, websites, and catalogues of the brand. A steady brand personality makes it appear stable and thus lends it credibility and reliance.


A great brand personality promotes brand loyalty in customers when backed by genuinely good services and products. Good interaction with a brand having a well-defined character creates a vivid emotional memory of that experience in the customer. This phenomenon ensures the customer to return again and again to the same brand.


The longer a brand retains a consistent personality, the more it builds implicit trust in the public. If a brand can keep its identity persistent through the ups and downs of the market, it will eventually be rewarded with significant market share. All because of its stable image in the public eye and accumulated word-of-mouths.


Thus, for long-term ad campaigns, well-designed and consistently implemented visual brand identities are a mainstay. It requires an overarching design thinking from the get-go to lay out the primary UX and graphic guidelines.


Thus, the graphic design contributes to the most important visual aspects of business, that is their brands and products.


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