Graphic Design

What is graphic design?

Graphic design is the process of visual communication. When it comes to graphic design for brands, it’s creating a visual representation that speaks to your audience. There are several elements in play, including:

• Illustration
• Photography
• Typography
• Logos

When you think of some of the world’s most famous brands, such as Coca-Cola and Apple, you might think of their designs before you think of their actual products. The consistency and distinctiveness of their creative design make them instantly recognisable.

It’s important to distinguish the difference between graphic design for the web and print. Apart from the fact that they appear on different mediums, design for the web has to take account of how the user will interact with it. Design on the web can change over time, while for print, once it’s done, it’s done. Graphics on the web and print work to different standards of resolution and colour composition.

Why you need great graphic design

As we’ve established, the most successful companies make designs part of their brand identity. However, you do not need to be Coca-Cola to make use of it too.

You might employ graphic design in many areas of your business, including:

• Product Packaging
• Advertising and marketing materials
• Website and social media
• Interior design of your office or premises
• Brand Identity – including your logo

Graphic design influences everything about the way your brand is perceived visually, so you need it to be as well done as possible.

How to create effective graphic design

Crafting excellent graphic design is a challenge that causes you to evaluate your business, your audience and how you want to be seen by your customers or the wider world.

Here are some tips to great creative design for you to consider:

• Use simple typography – It may be tempting to use some of the elaborate fonts that are on offer, but think of the reader, they just want something easy to read.
• Be brand consistent – Make sure the fonts, colours and style match the rest of your branding. You can’t become instantly recognisable if all your designs are different.
• White space – not every millimetre or pixel of your design has to be filled. White space gives breathing room to your design.
• Use pictures – whether it’s a logo, illustration, a photo or anything else, a picture will draw a reader’s eye and remain in their mind.
• Between the lines – straight lines in your design add impact to your message

Ideally, you want your visual designs to enhance your message, not get in the way of it. Think of the goals for your design and stick to them. Take away anything unnecessary.

If you need some expert help, it’s time to talk to March.

Case Study: The Healthy Back Bag