Not a lot of companies appreciate the importance of graphic design in business marketing and branding. And most will not see the need to invest in graphic designers. Instead, they ask their employees, who may possess little to no experience in design, and have no clue of design elements and principles, to step in and do their best.
Then they wonder why their content is less than engaging.
So then, what exactly is the importance of graphic design in business marketing and branding? How can it help a company stand out from the competition? Is it that important for companies to invest in graphic design?
Let’s start with what graphic design is and then discuss its importance.
What is Graphic Design?
Graphic design is the art of taking visual content and using it to communicate messages. It takes into consideration all the elements and principles of design. It includes everything from printed marketing materials like brochures and pamphlets to digital art.
Effective graphic design must be able to satisfy 3 principles. These are:
Appealing – it has to be pleasing to the eye. It has to attract the attention of viewers and provide a pleasurable experience.
Meaningful – it has to have meaning for it to have an impact. While there can be art for art’s sake, we still need to communicate a message to a receptive audience.
Functional – Graphic design also attends to user interface and user experience. So aside from creating an appealing look, it has to be functional as well.
- Creates Brand Identity
Brand identity is all about the visual elements of a brand. Your company’s color scheme, logo, and general aesthetic help consumers distinguish your brand at a glance.
Graphic design plays a role in creating and establishing your brand identity. Graphic design and brand identity inform each other, molding and shaping the perception of who you are in the market.
Your logo is one of the most recognizable parts of your brand identity. An encapsulation of who you are as a company and as a brand.
Take this TikTok video of a woman whose job is to “make brands look premium.” Watch her change the typography of the logo, edit minute details, and transform Nutella’s logo with minor design changes.
So, just by modifying a logo, we can see how graphic design can influence and improve brand identity.
According to statistics, brand recognition increased as much as 80% just by using signature colors. We know that colors play a significant role in how your consumers identify who you are as a business.
Marketing materials are everything printed that markets your business. These include brochures, flyers, pamphlets, and booklets, and even business cards for your employees. Good graphic design will ensure that each of these materials embodies your company. Think of it as a collection. When viewed together, all the materials convey a cohesive and harmonious message.
Take creatively designed envelopes. Envelopes crafted with your company’s colors, official logo, and official typography convey professionalism and credibility to recipients. When clients, customers, or other companies see such materials, they know it’s from you. Your branding efforts are paying off.
Statistics show that 70% of consumers report that packaging was the sole influence in forming their impression about a company. Graphic design is your tool to ensure that those impressions of your brand align with your message and mission.
When consumers see consistency through all of your public materials, they become more acquainted with your brand. The minute they see your brand colors, they already know it’s about you. And it can increase revenue! Statistics show that a company can see a 33% increase in revenue by just being consistent with the brand presentation.
That’s what graphic design can bring to your business.
- Establishes Professionalism
Graphic design lends your business a structured and professional look. Your customers will know you’ve put in the hours, effort, and investment to put your best foot forward. Through the quality of your graphic design, your customers can easily discern the level of professionalism they can expect to receive from your business.
- Establishes Credibility
There are many ways to establish credibility in your brand. Of course, it helps if your company has been around for a while. And depending on your mission, earn credibility through joining social, political, and/or environmental movements. Establish yourself as a figure of authority in the industry.
Support your efforts with good graphic design. Being consistent in your design theme provides a cohesiveness that builds credibility in your branding.
In the long run, this association of credibility to branding becomes an asset for the company. Statistics show that 81% of consumers report they buy products from those companies they trust.
- Graphic Design Communicates Before You Can
Graphic design can communicate without words. And it does this much faster than how fast most people can read text.
Take the Airbnb website. Designers purposefully selected visual elements that would communicate their message to visitors to the site. The warm tones of the artwork are inviting. Visitors feel cozy and welcome. The typography has a modern vibe to it, giving the impression that Airbnb is a progressive company.
The screenshot taken is from airbnb.com
Before you can even read what Airbnb has to say or offer, they’ve already communicated that they want you there. Visitors feel confident that they’ll find just the right place to stay.
- Get Information Across Better
Studies have shown that 65% of the population are visual learners, meaning that people digest information better when they see it, read it, watch it, etc. Presenting information visually helps visitors better understand and retain more information than they might have otherwise done.
And graphic design can be better at getting certain types of information across to clients and customers. This is where infographics come into play. When presenting important statistical data, infographics will best illustrate concepts or calculations that would be more difficult to grasp in text.
When marketing a new product or service, graphic design can enhance your marketing strategy. A company could display images or videos of their products in use or include an infographic detailing their products’ benefits. Ultimately, an effective advertising campaign is one that customers and clients can understand and remember.
- Increase Sales and ROI
Throughout this article, we’ve mentioned how graphic design helps establish a brand identity for a business. We’ve also listed reasons graphic design is a great way to communicate, advertise, and promote to clients and customers.
All of these elements work towards increasing company sales and ROI. sales and ROI, positioning the company to thrive in a highly competitive environment.
We really cannot overstate the importance of graphic design in business marketing and branding. If you think about it, it is one of the earliest forms of communication, dating back to the cave dwellers! And it is even more relevant today.
So while all businesses may not fully appreciate everything it offers, graphic design has built business empires from the ground up. It is a tool for better communication with clients and customers, the foundation of marketing and advertising.