More than words: graphic design as a communication tool

Nowadays, because of the evolution of technology and digital media, our relationship with design is much closer. 

Graphic design is a creative discipline that combines visual elements to create effective messages and convey information, thus it’s also known as visual communication. It’s very important to recognize the work of these professionals and the fundamental role they play in society.

In the digital age, design has become more important than ever, as it greatly influences the way we perceive and understand information in today's world. We should understand that communication and design complement each other, but they remain independent. That is, design’s objective is not based on fully satisfying the demands of communication, but rather optimizing the way in which a message is transmitted.

In order to fulfill its function of structuring a message visually, design generates creative solutions in different ways. Building effective visual communication is essential for any business, as it gives brands the visibility they need to stand out from the competition, but it is also a tool to convert prospects into sales.

Throughout history, there are many examples of brands with wide success thanks to visual communication projects that had a great impact on people. Coca Cola is one of the most memorable cases. In 1915, Coca Cola innovated with its iconic hourglass shaped bottle which became a sensation.

That was just the beginning: to this day, the brand’s style and identity are distinct because some designers have dedicated themselves to consolidating the brand identity in the collective imaginary. If we look into Google, there we’ll find another example. Their logo and colors have become a prototype of what good design can communicate by presenting a friendly, innovative, and accessible brand.

What does a brand need to achieve visual presence? In essence, it must know its buyer persona and find a way to transmit its values in an original way. For this, you should to consider 4 key points: 

1. Brand identity. A well-designed brand identity helps a business or organization stand out in a competitive market and create a positive image in the minds of customers. The logo, colors, typography, and other visual elements of a well-designed brand identity are capable of conveying your values, personality, and essence, helping you establish a strong emotional connection with customers and build a long-term relationship.

2. Clarity and understanding. A visually appealing and well-organized layout can make information easier to understand. The arrangement of visual elements, information hierarchy, typography choice and appropriate colors contribute to the legibility and comprehension of a message. Sloppy or confusing design can lead to misinterpretation and a negative impact on effective communication. 

3. Emotions and experiences. Graphic design also has the ability to evoke emotions and create memorable experiences. The use of colors, shapes and visual elements can influence the mood of the viewer and create an emotional connection. A carefully planned design can create an engaging user experience, helping to keep valuable information and create lasting impact. For example, a banner ad with a creative and emotionally impactful design is more likely to be remembered and shared than a boring and uninspiring one.

4. Innovation and creativity. Design is a creative discipline that encourages innovation and originality. Graphic designers are visual artists who are constantly looking for new ways to present information and create visually striking messages. Creativity and innovation in graphic design allow us to break with traditional conventions and create unique and original visual solutions. 

A well-executed graphic design can transmit a complex message clearly and concisely, capturing the attention of potential customers and creating a lasting impact that leads to sales conversion. Whether through a logo, a poster, a web page or an advertisement, graphic design allows information to be communicated in a visually attractive and memorable way.

Design is part of our daily life and nowadays it is impossible to think of communication without design. Design is a world of possibilities, both for creatives and for users, and opens the way to new ways of transcending language barriers because it is universal.