Summary:
- What is the role of graphics in
communication?
- What are the good and bad practices in graphics
design?
You can use graphics design. Whether it is for the design of
your newsletter, your website, your packaging, or your posts on social
networks, it is a graphics design that can allow your company to stand out
visually.
Therefore, in this article, we will see the do and don'ts of
using graphics design and its role in corporate communication.
WHAT IS THE ROLE OF
GRAPHICSS IN COMMUNICATION?
Create a good first
impression
When we want to buy a product or service, its visual aspect
strikes us first. So whether it's eye-catching artwork on a website or a clever
logo, a good graphics designer specializes in creating a great first impression
on your customers.
So, in any advertising or marketing campaign, you have to
consider its visual aspect, which is where graphics
design firm plays a role.
Use the right
colors to encourage the right behaviors.
Research indicates that customers unconsciously pass judgment
within 90 seconds of viewing a product. Moreover, 62% and 90% of this judgment
would be formed based on the color of the product in question.
The effects of color have been widely studied in the marketing
world. For example, color can increase awareness of your business and help your
customers remember your brand. Indeed, the color would allow 80% of individuals
to identify a brand. For example, if you are told about yellow and red, coupled
with an M, you necessarily think of McDonald's. If we talk to you about green
and white, coupled with a siren, Starbucks comes to mind. Etc.
In addition, colors are related to different emotions. For
example, warm colors like red and yellow are more likely to evoke action, while
cool colors like blue, green, and white are more likely to evoke confidence and
calm.
That's why we advise you to always sit with a graphics designer
to determine the colors best suit your company's communication and the image
you want to project.
To achieve this, we can advise you to work with an agency
specializing in graphics design.
Looking for a digital agency? Trust their customers to make the
right choice! Then, describe your project to internet
marketing agency
like Mavenup Creatives.
Using good
typography
After choosing the right colors, your designer must consider
choosing the right font. Fonts are divided into two categories:
- Serif fonts (also called
"serifs").
- Sans serif fonts (also called
"sans-serifs").
You can see the difference in the picture below.
For long texts, it is recommended to use sans-serif fonts.
Conversely, serif fonts will be used for short texts.
In addition, the type of fonts you choose will also influence
the tone of voice your brand will adopt. In general, serif fonts are considered
more serious and formal. At the same time, sans-serif fonts are perceived as
more modern and youthful.
This is, of course, not written in stone. It also depends on the
context in which the font is used: brand colors, industry, audience, type of
products and services, etc.
The thing to remember is that using the wrong font can give a
completely different impression. Just look at this example from Nike to see the
impact a font can have on a company's brand image:
So, in the same way, that colors impact your customers'
perception of your brand, you need to think carefully about the typeface you
use.
Again, a graphics design agency can help you find the best font
for your brand.
The graphics design
of your logo
Just like colors and typography, your company logo influences
its communication. A logo allows your company to be recognizable without
mentioning its name.
Here too, a graphics designer offers obvious added value. He has
the skills to design a logo that stands out. When designing (or updating) a
logo, it's important to keep it simple. An overly complex logo is unnecessary
and can be difficult to read. In addition, it is also better to be limited to
using three colors.
The importance of
creating your graphics charter
You should remember that to maintain consistency in your
business communication, you must have clearly defined graphics rules.
So far, we've covered using colors, fonts, and a logo. You
should ask yourself how these parts will be used in all of your communications:
- Newsletter
- Social networks
- Packaging
- Site web
How to ensure that all departments of your company have a visual
communication style that is united and coherent? And most importantly, how do
you go about it so that the whole company knows how to use the various visual and
graphics elements you have defined?
This is where a graphics charter comes into play.
The purpose of this graphics charter is precisely to explain how
to use the colors, typographies, and variants of your company's logo according
to the communication that must be made.
This allows for consistent communication, which therefore
preserves the good impression that your customers have of your brand, but also
saves time internally when a person has to communicate.
How much does graphics
design cost?
Once we know all the advantages of having a good graphics
design, what is the price? How much does the service of a specialized agency
cost?
As in all sectors, the price of a graphics design depends on the
amount of work and the expertise of the agency you choose.
It all depends on your project, the scope of the work involved,
and your industry.
Today, there are plenty of agencies you can go to, regardless of
the size of your business. But the problem is not finding an agency. Instead,
choose the one that best suits your brand, desires, and project.
WHAT ARE THE GOOD
AND BAD PRACTICES IN GRAPHICS DESIGN?
Before closing, let's do a quick recap of the good and bad
practices to follow.
Good practices
- Find a graphics designer that matches the
size and vision of your business.
- Think about which colors best match the
image you want your business to have.
- Choose a font that matches your brand style.
- Create a logo that fits your brand, keep it
simple, and avoid using too many colors.
- Develop a cohesive visual identity for your
business and product line that wraps the previous elements together.
- Build a graphics charter to guide the use of
all these elements in your communication.
Bad practices
- Don't view hiring a graphics design agency
as frivolous but as a long-term investment in your company's image.
- Don't view your corporate identity as
static; regularly assess what needs updating.
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