Importance of Graphic Design in Marketing

Humans have adored visuals since the beginning of time. Graphics, symbols, images appeal to us way more than words. Some of the oldest languages, which date back more than a thousand years old, were not words but visuals called glyphs. Languages like Mayan, Old Chinese, Mycenaean Greek, and Egyptian are ancient languages that relied on symbols and pictures to communicate rather than words. 

Since then, humans have evolved in numerous ways. We have technology that does the unimaginable. For instance, we are writing this article sitting at one corner of the world while you’re reading it being somewhere else. So much has changed in terms of communication, connectivity, business, yet our passion for visuals remains the same. This is one of the reasons why the Graphic design industry is on the rise. We see graphics in social media, in hoardings, in stores, practically everywhere!

So what makes graphic designing so prevalent in marketing? Brands have finally understood the significance of graphic design in marketing and its impact on consumers. In this article, we will discuss the significance of graphic designing in powering your communication.

Origin of Graphic Design

The origin of the term ‘Graphic design’ dates back to 1922. It was coined by William Addison Dwiggins, a book designer. But the origin of graphic design dates back to nearly a thousand years ago. 

The Egyptians are regarded as the first logo designers of the world. In the 13th century, they used to mark ownership on their domestic animals by branding them with hieroglyphs or symbols. Fascinating, Yes?

So what exactly is “graphic design?” Is it just pictures and symbols? No. There is so much more to explore here. Let’s get started. 

What is Graphic Design?

In simple terms, graphic design is a form of communication where professionals use visual content to express a brand’s message. Graphic design combines typography, pictures, layout techniques, and visual hierarchy to capture the user’s attention. Furthermore, it enhances the user experience with the use of interactive designs by allowing them to connect with the brand. 

Why is Graphic Designing essential to marketing?

We now know what graphic design is and how it evolved. Now, let’s try and answer the big question - 

• Why do you need graphic designing in marketing?
• What part does graphic designing play in growing the business? 
• Or why is it so relevant in marketing? 
  

While there are hundreds of reasons how graphic designing impacts marketing, here are the top 6 reasons which make graphic designing such an essential aspect for marketing -

First impression matters 

We have discussed in length how we as humans are more receptive to visuals. The science behind it is that 90% of our brain’s data is acquired through our visual receptors. 

Therefore, when a consumer visits a new brand online or offline, it is the visuals that capture the attention. Not the products they offer, not their words but the graphics and visuals in their website or store make the first impression. Irrespective of what your business is, attracting consumers is the priority, and after that comes connecting with them. Therefore, having a good team that can come up with creative graphic designing ideas is very crucial.

Visuals communicate better than words.‍

You are reading and understanding this article because you can read and you know the language. But graphics don’t have these barriers. Irrespective of whether one can read or understand the language, an excellent graphic design will still communicate the idea. Hence, proving the famous proverb again, “A picture is worth a thousand words.”

Capture Shortened Attention Span

The Technical University of Denmark conducted a global study and concluded that the global attention span had reduced considerably due to unlimited data around us. The average attention span of humans is now mere 8 seconds. So how does the marketing industry overcome this challenge?

The priority should be to captivate the attention of the viewers. Hence, the advertisement should be eye-catching, visually appealing, and should be able to convey the message quickly. Fortunately, a creative graphic design idea will catch the attention and convey the message to the consumer. 

Better Brand Perception 

Brand image is one of the most critical aspects of branding and marketing. A consumer invests in the brand not just to buy the product but also because they support what the brand stands for. Hence, a brand must focus on enhancing the brand image. Graphic designs in social media can help the brands build a better brand perception and connect with clients globally. 

In such heavy competition, graphic design gives a new approach to the brand and sets a unique style. It lets the customer see what makes you different from the other brands. A professional graphic designer will be able to showcase your brand message, values, and tone.

More importantly, graphic designing ensures that the brand values and principles are reflected in marketing communication. It also makes it certain that your marketing messages are resonating with your business ideologies.‍

Product or service showcase

A professional team of visual designers will develop creative graphic designing ideas that showcase your services and products’ true potential. In simple words, the graphic designers will present your branding in a way that will set the expectations of your consumers. 

Hence, your logo, letterhead, visiting cards, web page layout, and typography build your brand appeal. For example, consider Gucci, Adidas, Prada, or other established brands; their brand message is loud and clear through their logos, typography, or packaging. A consumer can identify these brands and the standards they adhere to through the graphic appeal they have established over time. Therefore, it is essential to invest in a reliable partner of skilled graphic designers who also understand your vision as a brand.  ‍

BTS or Behind the scenes 

Graphic designing provides an excellent platform through which brands showcase behind-the-scenes to their consumers. This showcases the work which is put into the products. 

Creating BTS videos also helps you build credibility and garner trust from your target audience. This is the reason why you will find several luxury brands regularly posting BTS videos on their social media accounts. When consumers watch the process, they understand the effort to turn those raw materials into a polished product. This also builds trust and respect for the brand, which is very beneficial for your business and brand image. 

Types of Graphic Design Formats in Marketing

Now that we know the importance of graphic design in marketing, let’s look at some of the critical graphics formats that can help you thrive your marketing game.‍

Billboards 

Billboards are one of the oldest forms of marketing. The origins of billboards date back to as early as the 1830s. The first billboard was created by Jared Bell for his circus acts.

By the 1860s, billboards became an effective form of advertising. Even today, they are one of the most prominent forms of graphic design in marketing and advertising. 

Compared to other forms of marketing, billboards offer the maximum number of views. Hence, it is considered the evergreen format of graphic design for marketing. This form of advertising is counted as one of the most effective ways of building brand presence. Take a look at the example below.

In just one look, a person can easily understand what the brand is communicating. The message is loud and clear; their products help you build healthy and strong teeth. Notable, isn’t it?

Banners 

Banners are one of the most popular forms of display marketing. It is an excellent medium to capture attention and spread the brand message. 

Both online and print media banners play a vital role in boosting sales while building brand awareness. Here are some of the features of banners - 

• Attractive and simple.
• Have a CTA or call-to-action
• No unnecessary information. Hence the message is direct and straightforward. 
• Have interactive designs and elements
  

The features might have given you a clear idea of how banners can be simple yet an effective tool in promoting your marketing. Here are the benefits of banner marketing -

• Long term and flexible 
• Cost-effective.
• Increases brand awareness.
• Target specific consumers.  
  

Notably, implementing apt graphic design for marketing in banner ads will rapidly boost your sales. But it is essential to understand that you need to be very clear and precise with your message for the banner ads to work efficiently. 

Magazines

Magazines were first introduced in the 1730s; yes! 300 years ago. Advertising through magazines is highly effective as the graphics are of much higher quality allowing adequate communication about features of the product with the readers. Magazines have emerged to be one of the most potent forms of print media advertising. 

Magazines have a longer life span as people are more likely to hold on to them compared to newspapers. Furthermore, magazines’ designs are of higher quality as magazines are more creatively laid out and colorful.

Take a look at the example below; the advertisement is from DHL, and it effectively communicates their “lightning” fast delivery. Striking and eye-catching, right?

Newspaper

Advertisements and newspapers go back a long way. Using creative graphic design for marketing in a newspaper can offer you certain benefits, such as -

• Building reputation - The newspaper business is based on loyalty. They work relentlessly to form a loyal consumer base over time. Hence, when you advertise your brand, you can boost your reputation because of their consumer reach.
  
  
• Attentive - The attention span of internet users has reduced considerably. But that's not the case with newspaper readers. Hence, here you have a target audience that is much more attentive to your marketing, therefore elevating sales possibilities.
  

• Affordable - Marketing is a costly business. But for small businesses, newspapers can be a lifesaver. The reason being advertisements in newspapers are comparatively cheaper as local newspapers charge less per thousand readers compared to email, television, or online. 
  

• Higher Trust - We have discussed how newspapers build networks of loyal readers. This is the reason why the newspaper has a 58% trust ratio compared to online mediums, which have less than 30%. Hence, newspapers offer an incredible route to build connections with the target audience. 
  

Look at these incredible examples of newspaper ads -

Posters 

A lot of businesses underestimate the power of posters. But let’s try to understand how posters can be an indispensable tool in your marketing arsenal. Here are a few advantages of this print media marketing format -

Posters are versatile 

Irrespective of whether your business is big or small, or whether you are promoting your products or running a brand awareness campaign, posters can be a handy marketing tool. 

Flexible size 

Your graphic design team can design a poster of any size based on your requirements. It can be as big as 24 x 36 inches or as small as 8 x 8 inches. Furthermore, you can also create custom-sized posters. 

Easy Distribution

One of the most significant advantages of posters is they can be easily distributed among the target consumers. This also enables rapid growth of brand awareness. 

Affordable

Posters offer a great path to spread awareness about your brand or promote your products without putting a hole in your pocket. 

Here are a few examples of creative poster designs -

As you can see, both the posters were simple yet effective. They communicate the message and are also aesthetically appealing. 

Therefore, now that you're aware of the benefits of posters, you can decide for yourself whether you should invest in this effective form of marketing or not.  

Conclusion

There’s no debate on how important marketing is for a business to sustain itself. Digital marketing provides an online presence that allows the brands to reach target consumers. Whereas the traditional forms of marketing capture maximum eyes, thereby spreading brand awareness. But for both of them to be alluring, you will need the right team of graphic designers. 

Well, don’t worry. With brands like Scalenut available at your service, you need not look further. The company has one of the best teams of graphic designers from around the globe. We ensure fast delivery of work with AI-enabled quality assurance. So don’t wait; hurry up and contact the super-skilled team of graphic designers at Scalenut to boost up your business!