Good marketing is communicating the value of a product effectively to a target market. It becomes difficult to communicate these values if something is poorly designed.
The lack of design shows a lack of care. And hardly evokes the feeling you need to make a sale. Feelings like trust, pride, accountability and confidence that the product will actually do what it says it will do.
Take a moment to think about some famous brands in the world. Nike, Coca-Cola, Mc Donalds. Just seeing these names brings to mind the logos, colours, emotions etc.
Before diving into the reasons why design is important for marketing, let’s know what graphic design is all about.
What is Graphic Design?
Graphic design is the process of creating visual content that helps communicate messages to a target audience. It is the art of combining pictures and text, magazines, advertisements, newsletters, books, websites, emails, social media posts and billboards.
Graphic design elements include:
- Line
- Font
- Size
- Form
- Shapes
- Colours
- Texture
- Empty space
There are some principles that the most advanced graphic designers will follow that aid in creating professionally eye-catching designs:
- Simplicity
- Proximity
- Contrast
- Emphasis
- Balance
- Movement
Types of Graphic Designs
Brand Identity design
These are the theme of the illustrations that will accompany your messaging across your marketing campaigns, logo, colour palette, fonts, and recurrent patterns. There are the things people will see time, and time again and immediately associate with your brand. Consider each of these elements carefully before you begin designing. Different fonts have different psychological meanings and characteristics.
Marketing and Advertising Design
This includes all the designs you will see on social media, websites, digital ads display, billboards, and flyers. Anything that is intended for marketing and promotion.
Publication Design
It is the process of creating publication designs like newsletters, brochures, flyers, and books. The key to publication designs is to find the balance between visuals and words. It has to maintain its readability while portraying the proper message. In this type, the designs are secondary. They should complement the text and not overshadow it.
User Interface Design
Interface designs aim to build a user-friendly design that is aesthetically pleasing and easy to use. Designers strive to make it easier for users to interact with software.
For example, A good knowledge of coding helps you design websites, mobile apps, or any other program.
In order to come out with something usable, you will have to pair it with the design components we have listed above.
Product Design
This is a process where a brand creates a product for a target market in order to solve users’ problems. The key to product design is to understand the person for whom the product is being designed, that is the end-user.
Typeface Designs
Typeface designers are those who are individually creating their own fonts. Companies often hire these designers to come up with fonts that are specific to their industry.
SAMSUNG, and NETFLIX, are type fonts created so that all marketing materials will match the brand identity.
Packaging Design
Companies use packaging to differentiate their product in the market. High level of creativity is needed in order to stand out. Packaging has a great role to play in consumers buying decision.
Motion Graphic Design
Motion design is a piece of graphic animation that illustrates movement. Instead of a stationary image, they bring visual elements to life. Through videos, tv shows, games and gifs. This is one of the most challenging designs, it often requires special expensive tools to create them.
Illustration Design
Illustration design falls within fine arts. Though similar to graphic designs, it has its own tools, methods and creative techniques. It can include drawing as well as painting. Rather than using photoshop, you can use a pen or an iPad and draw exactly the same thing that you want and share with your audience.
Graphic design can be challenging for anyone, especially a non-designer, there are free ready-made templates in VISME that can help you get started and create visually appealing designs.
The Importance of Design in Marketing
Research has it that the human brain processes pictures, and images 60,000 times faster than text and 90% of the information transmitted to the brain is visual. As the saying goes…
“A picture is worth thousand than words”
Designs help attract attention, explain difficult concepts, and inspire.
First impressions
Believe it or not, we humans are judged by our appearance, and that judgment often happens within a split second.
Your brand or design is the first thing your customers notice and eventually sets a tone for your entire message. Use this to your advantage to set the stage for what you do, for who and what you stand for and positively influence the impression you give off.
Establish a lasting brand feeling.
Creating a lasting brand feeling doesn’t happen overnight. Like the famous brands we name, it takes a lot of brainstorming the idea and choosing the perfect fonts, color, that matches the target market. Color has a huge role to play when it comes to designs. Certain colors can create a feeling of warmth, excitement and sadness
You will always notice luxury brands go in for Black, Gold and Silver colors.
A good design last far beyond that first impression than a boring design.
Good design raises visibility and recognition.
Recognition forms a long-lasting brand impression. Having exceptional designs is one of the ways to differentiate yourself from the crowd. Bad or boring designs will not get you noticed or taken seriously. That is why you need to incorporate your brand designs in all of your social media channels and campaigns.
Easy to navigate and understand.
Good designs help people to move from point A to B seamlessly without pain and distraction. Do everything right to get your customer there as fast and easily as possible.
Good design encourages social media shares
We live in a digital era, where social engagement is top. When you create good designs, it encourages sharing and interactions.
Drives conversion and boosts sales
Good designs that effectively communicate information persuade and trigger people to take action. A good designer knows how human psychology works which helps in bringing out compelling designs.
What should be the first phrase, word or sentence that the viewer’s eye falls on? What emotion do the images, colors, and layouts evoke? Which position, and colour is your call to action? These are details you need to take into consideration when designing a masterpiece in order to drive conversion.
Conclusion
Design needs to be an integral part of a business’s marketing and brand strategy. It plays a great role in awareness and recognition. Agencies or designers are regularly hired to educate companies on choosing a brand’s colour, font, and layout.
As a small business or start-up, it can be challenging to employ a professional designer right away. The good news is there are apps like CANVA, with little or no design knowledge, you will be able to design something for your target audience. Also, check VISME for ready-made templates.
Like I would always advise small businesses, when you have the vision carved out, invest in your brand designs from day one. You start building a community and are recognized from day one.
Hope you enjoyed it.
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