Business owners often wonder, is graphic design important? In short, yes: it leads to better sales, brand recognition, credibility, and impresses customers easier than any written message, among other things.
This article will help you make up your mind if you haven’t already come to a conclusion. Here are some of the main perks of having good graphic design, and how it will make an impact on your business.
Good design helps with sales
Graphic design plays a huge role in modern marketing trends, especially in digital marketing. A well-performing marketing plan leads to better sales, and the visual aspect of a campaign is especially important.
A pleasing aesthetic and well-thought-out design can boost your sales, no matter if it’s online, in print, or an asset you have as part of your branding.
As human beings, we are susceptible to things that look good, that catch our attention, and invoke emotion in us.
Using the right colors, imagery, positioning, typefaces, composition, and movement—every detail of your graphic design can be thought out to awaken a feeling in the customer or inspire them to make an action. Graphic design exists to help increase the interest in products and support the value propositions and marketing messages of the company. To elevate the ad, like in the example below.
Every good graphic designer knows marketing principles on which good design is based. It’s not there to just serve as visual art. It grabs the attention of potential customers, causes interest, and provokes desire. Finally, it helps them decide to make an action and make a buy.
Here’s an example of a well-designed ad that immediately relays the message: Ariel is a superior washing detergent. If you want clothes that clean, buy it.
For example, the “Share a Coke” campaign is credited with a 2% rise in sales for Coca-Cola at launch, for the first time in a decade.
Coke didn’t rebrand or create a new product; it just transformed the design of the product packaging to create a “just for you” feeling by personalizing the can or bottle for each member of its target audience.
It builds brand recognition and loyalty
Brand bias is a strong driving force for sales. As much as 82% of adults in the US claim loyalty to a product brand.
The visual communication of your brand is the best recipe to make a positive and lasting impression of your brand image and inspire customers to trust you. If you’re shopping for sneakers and see Nike ones and a brand that you’ve never heard of, you’ll probably buy the Nike, right? Maybe the other shoes have great quality and fit you perfectly, but you won’t even try them on. How did Nike do that? Well, through good marketing and visual language that is aimed to build loyalty. From the Nike swoosh logo to the ads and brand motto, they inspire you to buy their shoes and reach new heights.
These two ads by Apple are decades apart, but convey the same message: Apple believes in simplicity, good design, and superior quality. Even though the trends in graphic design were extremely different when the two ads were created, they both support the same value. And that is exactly how this brand is perceived by potential clients: sophisticated and elite. They relay that message by the simplicity of their logo, minimalist and clean look of products and stores, and their packaging too.
How can you build a brand that customers are loyal to through graphic design? Persistently remind potential customers of your products and core values with your visuals. If you have a good logo, clean and comprehensive website design, consistently produce impressive and inspiring advertisements, provide beautiful packaging that is an experience itself for the buyer, and engage customers with your presence on social media, you will firmly position as a strong brand and be easily noticeable on their horizon.
It makes your business memorable
Just as it will help people discover your brand, good graphic design will help them remember it. There are probably tons of good visual ads stuck in your head, and you can immediately remember the brand.
A good example of this is the Volkswagen “Think small” print ads of the 1960s. The German automobile manufacturer had a hard time penetrating the US market after the world wars, and Americans liked buying US-produced big cars. They didn’t like the “Beetle” for being small and German. And instead of trying to avert people’s opinion, they made the size of their car the ace in their sleeve. This memorable ad created by the legendary advertising group at Doyle Dane & Bernbach (DDB) managed to change the perception of the product in the audience while using facts as their asset, all through using smart and thought-provoking graphic design paired with smart copywriting.
Images impress quicker and better than words
This study found that when people hear information, they’re likely to remember only 10% of said information three days later. Compared to that, if you pair that information with visuals, people will retain 65% of it.
And in terms of digital marketing, the same study also found another mind-blowing number: content with relevant images gets 94% more views than content without relevant images.
The focus of a person is really short, so you need to strike with good visuals.
In this example, Chupa Chups advertises one of its strongest values: it’s a sugar-free candy. The copy is almost unnoticeable, but you get the message straight away.
McDonald’s used one of its iconic meals, the French fries, to advertise that all their restaurants have free WiFi.
And Volkswagen once again proved they rely on amazing graphic design, with this amazing ad promoting their new precision parking system.
It is a visual language that you create
The color palette, imagery, logo, typography, and design elements your brand will use, form a precise language through which you communicate with potential customers. Great graphic design and unique ideas often change the discourse completely and by creating your visual identity and brand guide, you create a narrative.
For Coca Cola, the use of red and white and cursive typography communicates that the brand is welcoming, homely, and warm. It sparks joy and makes us think of family and friends, of the times we spent on a table with a glass of Coke on it.
For Apple, the metallic and minimal designs, the lack of lettering on the products and the connection to groundbreaking innovations, gives us the idea that they don’t want fluff, color, and emotion. They rely on quality and good design.
Here is another wonderful example that might not spring to mind right away—Durex. As a manufacturer of condoms, they have to use objects that vaguely symbolize what they are advertising. Censorship often leads to ingenuity, so they found a way to be creative and smart with the little they have. They created their own, symbolic visual language.
It enforces professionalism
When you create your own visual identity, you can apply it to both your internal and external communication. A uniform and consistent visual identity will help your brand be perceived as one that knows its vision.
Whether it’s an impressive business card you’ll give at a pitch meeting, beautifully designed stores and offices, your website, or social media, if they’re designed well, it will persuade customers in your professionalism.
As a business owner, you might think about a DIY approach or occasionally hiring a freelancer for your graphic design needs. But having consistency, aesthetic direction, and an effective designer team you can count on will bring you a thousand benefits.
The importance of graphic design is too great, so don’t risk losing the chance of reaching new customers and creating a memorable brand. In the end line, you also risk losing potential revenue.
If you need graphic design services at an affordable price, we can provide quality designs on a monthly subscription basis. For a fixed price, ManyPixels offers unlimited design. Check out how it works.