Published Tue Feb 14 2023

Design and Visual Communication and Their Importance For Businesses

Communication itself has a significant effect on people's attitudes and perceptions. Design and visuals combined are art forms that prove to be powerful communication tools in business and marketing.

A person creating visual design on a tablet

When we want to communicate a message, we use language, words, and literal articulations․ It's called verbal communication. The other type is nonverbal communication – the process of giving and receiving messages without using words. Our gestures, way of dressing, looking, and behaving are part of nonverbal communication, which is done unintentionally. Yet, intentional non-verbal communication can be a powerful tool for implanting ideas in the recipients' minds.

Nonverbal communication can be intentional regarding body language, dressing style, and the most common design and visuals: design and visual communication are to be discussed in this article.

Design and visual communication are intended to impress the viewers, provoke emotions, change or affect behavior according to the business purposes. We interact with this non-verbal communication means through marketing campaigns, advertisements, graphics, posters, billboards, packaging, brand building, etc. Businesses and organizations exploit the power and influence of nonverbal communication to get their message across indirectly.

As words make up the base of verbal communication, in non-verbal communication concerning design and visuals, core elements are:

  • points and lines
  • shape and structure
  • color choices
  • typography and fonts
  • layout and organization
  • texture and the feeling
  • positive and negative space

 Visual design elements

Communication itself has a significant effect on people's attitudes and perceptions. Design and visuals combined are art forms that prove to be powerful communication tools in business and marketing.

Types of Design and Visual Communication

Visual communication is a powerful medium. According to statistics, people usually remember about 20% of what they read and 10% of what they hear. However, they tend to remember 80% of what they see and do. So, it needs great attention and consideration.

Different means are used to build a relationship with the observer of the design and the visuals. According to the medium they are spread and the business that spreads them, various types of design and visual communication are distinguished. Let's explore the types and have you choose which one is more beneficial to your business needs and relevant to your campaign.

Web design

Web design is a first impression on website visitors. The position of texts and navigation, along with the usability and functionality, affect the users' experience. Web design is the process of creating a website's layout, typography, design, and functionality.

HTML, CSS, and JavaScript are the tools used for creating and communicating with website visitors through design. A visually pleasing and user-friendly website design is what the visitors look for when traffic brings them to your website. It is very similar to being a guest at someone's house and judging them based on the cleanness and tidiness of the household.

Advertising design

Coming across billboards, posters, brochures, and social media ads daily, we never think they are ways to communicate with us. The business marketing team has put considerable thought in creating the ad design we see at every step.

Ad design is part of persuasive communication that influences users' behavior and actions. Creativity and a strategic mindset are necessary for ad design success. Packaging design and its visual look are part of the ad design.

Graphic design and Illustration

The umbrella term includes graphic design and illustration. One will craft a graphic design that talks by combining texts, visuals, color pallets, and technical and creative skills. Graphic design can be a piece of an image or a motion video. Graphic designers create illustration artworks with the help of technology and tools. Color in graphic design plays a particular and determining role.

If a designer chooses green they sooth the viewer, in case of red, they incite aggressive or warm feelings, whereas blue signifies trust and reliance. Graphic design goes beyond beautiful illustrations. Each piece should hold a message of its own. Pictures, symbols, icons, logos, and animations are appeals of graphic design.

Product design

Product design is the process of creating functional and aesthetically pleasing products. This can include designing everything from household items to automobiles. Product designers consider ergonomics, safety, and sustainability factors when making their designs.

Product designers use various tools and techniques, including 3D modeling software, to create visually appealing and functional designs. Product design is a powerful tool for visual communication, as it allows businesses and organizations to communicate effectively with their target audience through the products they create. The product design makes an impression for the brand. For instance, the design of an electric car can reflect the company's commitment to sustainability, or a fashion brand's design can reflect the company's values and aesthetics.

Make Design and Visual Communication Effective

Communication through design and visuals can be effective through a strategic and methodical approach. This approach should begin with a clear understanding of the target audience and the goals of the design. Once these are established, the designer can use various design principles and techniques to create a visually pleasing and practical design.

Principles of Design and Visual Communication

Creating design based on principles

Design and visual communication follow certain principles. The equal balance of objects, the proportion of visual elements, rhythm and pattern repetition, contrast, and movement. Moreover, the design should be clear and straightforward to transcend the message of the image. The principle of proximity is the next rule to follow. It implies that the closely related elements should be related in some way.

Visual hierarchy

One important principle of effective visual communication is the use of hierarchy. This refers to the elements arranged in a design in order of importance, allowing the viewer to identify the essential information quickly.

The word hierarchy already creates a visual effect in your brain. You will imagine a pyramid-like pattern where the top is the most important and the bottom is the least important. From thick to thin, that's what a hierarchy is.

Visual hierarchy is a principle of design and visuals that refers to the organization of elements on a page or screen in a way that guides the viewer's eye through the content. This can be attained through size, color, contrast, and placement of elements. For example, larger font size for headlines and subheadings creates a visual hierarchy, making them more prominent and easier to read than the body text.

Similarly, contrasting colors for essential call-to-action buttons or links help them stand out and be noticed. Creating a visual hierarchy is important as it helps to guide the viewer's attention to the most critical information and make the content more readily understandable. It helps to create a polished and professional look and feel.

Design and Visual Communication for Business

Businesses are the first to employ design and visual communication. If executed correctly, a brand can transmit ideas without a single word. Visual communication makes brand communication understandable and compiles and converts messages faster than texts. As cited commonly, a picture is worth a thousand words; you can insert as many ideas as you wish in an image.

The most important visual communication used for a business is promoting customer conversion. Visuals affect perceivers' decision-making more than anything. The well-known effect of color scheme directs customers to take action.

Build Your Brand With Visuals

The human brain is designed to remember information via the visual effect. The human brain makes good associations. We draw parallels, and associate wild animals with danger, plains with speed, and the sun with warmth and heat. Thus, if an advertiser wants to evoke warm feelings or bring you summer emotions on a wintery day, they will include the sun in their visuals.

In fact, humans don't like or want to read texts to get information. That's why businesses use visual content to express ideals and values. A brand must ensure attractiveness, comprehensive attributes, and retentive quality for effective visual communication.

Wrapping Up

Design and visual communication are essential tools for businesses and organizations to communicate indirectly with their target audience through various mediums such as marketing campaigns, advertisements, graphics, posters, billboards, packaging, and brand building. These forms of nonverbal communication can be made intentional through the use of core elements such as points and lines, shape and structure, color choices, typography and fonts, layout and organization, texture and feeling, and positive and negative space.

Different types of design and visuals exist, including web design, advertising design, graphic design and illustration, and product design. To make design and visual communication effective, a strategic and organized approach should be taken, utilizing principles such as balance, proportion, rhythm, contrast, movement, proximity, and visual hierarchy.

A fundamental principle of visual hierarchy is the arrangement of elements in a design in order of importance, guiding the viewer's eye through the content and making the information easily understandable. This is crucial for creating a polished and professional look and feel and, ultimately, promoting customer conversion and building the brand.

Mery Content Manger

Meri Minasyan

Content Manager

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