There are two ways of communication: language and visuals. While, language can communicate an idea, graphics or visuals are more effective in making concepts easier to grasp and understand. It is imperative for any business to make use, of both these forms of communication, for optimum reach of potential market. Graphic design is a form of communication design that uses visuals and language. In fact this makes graphic design indeed crucial for any business, which needs to communicate its goods and services to their target demographic.
Graphic design creates a visual identity for the business, which is referred to as “branding” in marketing terminology. Notably with the aid of strong graphic design one can create the right kind of brand for consumer recall.
It is vital for any kind of business to thrive in a competitive market. Following are Five steps to illustrate the importance of graphic design for successfully running a business.
1. Professional experts: Graphic Designer
Firstly, at the very basic level every business is identified with a name. The name becomes the first and foremost consumer touch point and hence needs to communicate what the business represents even visually. While one can set on his or her own to create this identity, nothing can top the expertise in the field that is backed with experience. A professional designer will be better aware of the trends, taste and sensitivities of the market. Hiring the right resources will secure a better identification and reach a bigger audience for the business to grow and prosper.
As a matter of fact, designers need to have a clear understanding of the business, its product, values and marketing demographics. The brainstorming sessions needs to be guided with creative knowledge and professional expertise. Particularly this is crucial for driving forward the marketing strategies while building a brand.
Secondly logo, the first element of visual identity. Indeed it is a step towards building a brand recognizing system. It should be simple and easily recognizable. A logo stands for the business values and its place in the market.
For example: The golden arches of McDonald’s can be spotted from a distance…partly, because it is an established international brand but largely because of that simplicity. It is derived from their early architecture and it’s incorporated into their branding.
The logo unit will comprise of following-
- A graphic element; which will be a character representation of the brand,
- The color scheme; that would be based on color theory and consumer psychology
- Typography; that will set the mood and tone
- A tag line; voicing the brand motto
Together, they form a comprehensive logo unit. A logo should ideally be used as a complete set, but flexibility is the key to a successful logo design. Each element of the logo should be identifiable and should be able to represent the brand at a single glance.
Experimenting and creating options before deciding on a final design will ensure correct and effective brand representation. This will rule out any possibility of similar logos in the market; to avoid unnecessarily confusion and copyright issues, as the brand grows and reaches a bigger audience. Definitely businesses need to copyright the final logo under their company’s name.
3. Graphic design: Style guide
Thirdly, the style guide, which is the backbone of marketing design. It is an essential, set of graphic design rules for business and a major step towards branding a business. This guidebook will decide and illustrate on every design element for the business, like: logo, colors, fonts, content, visuals etc and their usage. The brand book will have a whole section dedicated to the logo unit. This will explain each element of the logo in great details. It will show the various usage of the logo from a singular unit to individual elements; the logo will be displayed on different backgrounds like solid to multi colored to gray scale; Its maximum to minimum permissible size in a layout etc. The book, will speak about the significance of each brand color and what it stands for; how it can be used in various marketing collateral design.
There are multiple significant topics that are covered by this book with illustrated examples. This book will ensure that design is consistent and cohesive across all marketing and branding collaterals. With the repeated usage of these style guidelines, a brand will remain unique and it will be able to create an identity.
4. Persuasion- design solutions for business growth
Fourthly, visual persuasion that influences human behaviour. Any business starts with a vague set of ideas to sell its product to its potential customers. This can only materialize, if these ideas are presented in an effective way to the target market. Graphic design can promote and advertise the product with apt visuals and evoke the right emotions within the audience to turn them into customers. With enough marks made in the minds of the customers they can now instantly recognize the brand from its logo, colors and style. This creates a sense of curiosity for the brand and persuades the customer to learn more. Brands at this stage will need more graphic design solutions like print ads, tv commercials, info graphics, social media updates, websites, apps and other marketing collaterals, to stay connected with its curious audience. This communication with customers equates as brand positioning.
5. Packaging - design as an effective marketing tool
Lastly a product needs to be dressed and shown in the right light for effective marketing. This means, packaging a product to grab a consumer’s attention and pursue them to buy it. Without the use of correct packaging design, a product can never be spotted by the customer and will be lost forever. To advertise adequately, the product’s USP needs to be communicated effectively and immediately. The successful use of visual aid like, colors, images, logo placement and contents etc adds to impressive marketing tactics. The most important rule of packaging design is to stand out in a shelf full of products. Packaging designers adopt various marketing tactics to entice customers. These are like: using consumer friendly colors, latest design trends, generate curiosity, play with emotions like humor or nostalgia etc. Indeed these are very effective marketing design tools to come up with the most unique and effective packaging design.
Time and again graphic design for business has proven to be the most effective marketing tool. Over the years, it has seen numerous usages to promote, position and rebrand businesses with changing trends and technologies. It can communicate the most complex idea with the use of an image or none at all. Notably this is a marriage between art and commerce and the journey has just begun. It will be interesting to see how it continues to flourish and evolve further with time eventually.