THE IMPORTANCE OF GRAPHIC DESIGN IN MARKETING - STEPH | Blog

Even the best marketing campaign only catches attention if it stands out. It needs to rise above the noise of competing messages and tap into your target audience. Eye-catching graphics bring ideas to life and effectively display key messages about your company and the products/services you sell. 

Well-executed designs have a clear and legible visual hierarchy, using typography, graphics and imagery to effectively communicate brand identity and convey information. A strong distinctive style combined with high levels of consistency builds brand recognition, which is why a design concept should flow seamlessly across all marketing communications. Repeating core messaging, look and feel and colours across all ‘touchpoints’, builds memory structures, increasing recognition and creating brand trust.

For the biggest return on investment, the brand should always be front and centre and it’s important not to get too carried away with concept. Obscure concepts make it harder for consumers to make the link to your product/service. That’s not to say designs can’t be forward-thinking and innovative, they just have to be designed strategically so that they form a connection with the target audience and evoke a response. 

In its purest form, graphic design is the art of persuasion and it is an essential part of a marketing campaign; elevating a campaign, driving conversions and boosting business!