In the following post, Gavin Robert from Cheshire-based design agency, greensplash, discusses what graphic design is and how it can be employed by businesses to gain commercial benefits.

Graphic design is important because we live in a visual environment

There are many examples of usage of graphic design in our everyday visual environment.  Just think about your journey to work.  It’s not just the billboards with adverts vying for our attention; it’s also bus timetables, road signs, and shop signs.  It’s all around us.

Design supports an effective communication process

The one consistent element within all of these visual outputs is communication as they are all conduits of an organisation’s message from sender to receiver. The most successful forms of communication are those that speak the visual language of its target audience and presents information in a relevant and engaging manner.  This is the result of good, effective graphic design.

'Design is very subjective!'

As a design agency, the words ‘design is very subjective’ are often uttered.  How a client might perceive a design is very much filtered by their own subjectivity and experience.  How aesthetically pleasing a piece of design is somewhat different from effectiveness.

So, what makes effective graphic design?  How engaging a piece of communication is clearly important – especially if the piece of communication is designed to persuade.  However, clarity is also crucial.  Striking a balance between style and function is the art of graphic design - and the cause of much debate amongst design commentators.

Graphic design in online communications

Historically, most graphic design found its primary outlet through the medium of print such as packaging, posters, magazines and books.  However, since the mid-nineties, this trend has changed dramatically with the advent of the internet.  Today, newspaper and magazine circulations are in significant decline and, accordingly, businesses are allocating increasingly greater proportions of their marketing spend to web-related promotions, such as websites, banner ads and other interactive communications.  This has meant the majority of graphic design has moved into a new medium of communication, however, this hasn’t changed the underlying, fundamental aim of design.  Regardless of the vehicle, it’s all about message dissemination. In both cases of web and print communications, designers design using a creative blend of typography, imagery, layout, colour and an eye for detail (where the devil is found, you could say...).

Commercial benefits of effective graphic design

Post-inspiration and perspiration, what outcome do we have?  Well, unfortunately, if the communication has been executed poorly, this can lead to confusion, mixed messages and, ultimately, a negative perception towards the brand/company...  But, hopefully, after all the hard work, the results demonstrate the positive commercial benefits from effective graphic design: greater awareness, better image, more enquiries and increased sales.  Good things that we all want.  Right?

Contact greensplash to find out more about our graphic/print design services

To find out more about effective graphic design for businesses, contact us.
 

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