Understanding The Value of Graphic Design for Captivating Your Audience

Graphic design is a powerful tool used by companies, marketers, businesses, presenters, and more. It lends power to everything by using visual design elements in creative ways to tell stories.

In this blog, we’ll look at some parts of design processes used by professional graphic designers for all types of design projects, and this article is packed with professional value-added professional tips, which can be used whether you choose to hire a professional graphic designer or not.

Captivating your Audience
Graphic design can make a huge impact on everything you do. Whether you’re giving a presentation, communicating complicated and complex information, designing a website, or anything else, professional graphic design can make a huge impact on it all.

Best state by Paul Rand,
“Design is the silent ambassador of your brand.”

Don’t forget your brand
Your company should have a brand, a style, that’s all your own. If you don’t have a clear visual brand or logo, a graphic designer can help take you through the brand identity process, which includes research, clarifying message, strategy, logo development, colors, style, and more. Having a company brand and visual identity tells the world that you are serious, professional, reliable, dependable, and that you are here to stay. You have taken the time to think this through, adding credibility and trust.

Think through your choice of tone, mood, and style
Color choice, typography, and imagery can set the tone, mood, and style of your projects in a subconscious and instant way. They are the foundation for and the backbone of your content, and your choices become the core of your brand. Color choice, typography, and imagery have their own predetermined socially constructed identities, such as blue is more melancholic or cold, and red reflects anger, intensity, and heat. Furthermore, which graphics you choose can set a mood or tell a story within seconds. At BRAIT Studio, we conduct research which helps to determine design direction and choice for the brand identity, process, and other design projects.

Reduce the complexity so that the essence of your message can speak
An experienced graphic designer is able to transform complex concepts and simplify them into a visual story, process, timeline and more. Simplifying difficult concepts can be done using information design, infographics, photos, and visual metaphors that suggest or show relationships.

  • Information design and infographics are used to reorganize verbose, complex, and complicated info in a small space, which combines graphics, icons or other visual representations with simplified text in order to make the content easier to digest and follow.
  • A picture is worth a thousand words. A single image, well-placed, cropped, and highlighted by the surrounding elements can create a profound impact by capturing the attention your project is after.
  • Showing how things interact or relate to each other. Something as vast as objects in space and their relative size can offer a new perspective, understanding, and explain a relationship between objects. Just check out the infographic we did for an astrophysicist How big is the universe? 

Confusion and boredom do not win trophies
We’ve all sat through meetings where the presenter simply talked with a presentation that was text heavy and dry. Quickly, it can get tedious, lacks information retention, and important concepts are more easily missed. Alternatively, a presentation, which uses compelling graphic design not only highlights your brand, but it also engages more than just the auditory sense. Not to mention, it increases information comprehension and retention. An experienced graphic designer that focuses on information and infographic design is skilled at reorganizing and transforming content and knows how to turn a 70-page document into a website or a 10-year annual report into an infographic timeline.

So, what’s the difference between information design and infographic design?
Online you can find many different definitions for these terms. Functionally, they have some similarities. They both use content and data to create visual stories and these two design styles often overlap. At BRAIT Studio, we define information design as the distilling and reorganizing of larger quantity of content (visuals and/or text) so that it focuses on the most important parts, adds clarity, reduces confusion, and transforms it so it is easier to follow; therefore, increasing the contents’ comprehension.  This requires removing repetition, areas of confusion, and adding visual elements, such as infographics, which support and help with telling the information’s story. Infographics combine complex data (financial and numeric), text / content, and visuals to create a simplified visual story; often in the form of a timeline, chart, process diagram, metaphorical or relational visual that represents the information, and more.

Graphic designers who focus on information and infographic design are comfortable with understanding and designing complex information and data, performing research and applying psychological insights and empathy to design to create a representation or visual story for that content.

We live in a fast moving, data-driven world, therefore tapping into the power of information design and infographic design offers businesses smart and powerful options for communicating their complex content for meetings, presentations, to their audience, customers, to outsmart their competitors, and so much more. Information design and infographic design creates clarity out of complexity.

The use of space and importance of white space
Maintaining sufficient white space, the impact of the blank areas on the page, even if not technically “white”, is key in design because it can determine the entire feel of a design. Depending on the designs purpose and how a design uses spatial balance can influence whether the design captivates or confuses the target audience. This is so important for corporate design projects, such as presentations and annual reports. A well-designed PowerPoint compared to one, which is text-heavy on a blue or white background can significantly affect a projects outcome, determine the projects information retention, and comprehension.

There really isn’t a one size fits all
In an effort to save money or time, sometimes businesspeople use clipart, try to fit their content into a pre-determined template, which confuses and does not convey their message, uses stock photos that we’ve all seen before. It is true that there are many sufficient inexpensive design resources and solutions online.

It is important to protect your brand, to choose the right art, which supports your objectives, increases comprehension, and doesn’t convey the wrong message, or worse confuses your audience. An experienced graphic designer provides clients with project strategy, customization, and unique design options. Part of a designer strategy often includes researching the clients’ landscape, industry, and competition, which lends itself to the development and determination of the design direction.

Professional credibility can affect your success
Recently, a client told me that our “design services make her company look more professional.”  An experienced designer understands how to deliver a polished presentation or project. A good design can offer an edge, which separates you from your competitors and show your potential customers that you can do the job. Not to mention, that you value professional hi-level professional visual communication.  How you present to your customers influences their decisions about doing business with you. How they feel about your professionalism, and the quality of your work, put them at easy and gives them confidence.  Therefore, creates expectations. 

In a world where everything is shared on social media, great graphics help with the shareability of your information. If it looks great, it’s far more likely to be shared quickly and frequently. Taking the time to make something more viral increases the chances for more customers knocking on your door. A slick design is more likely to be shared on social media, and don’t forget, each share is free advertising.

The One Thing to Bring to Your Designer
You do not need to wait to have your idea or project well-developed before working with a graphic designer. We have worked with business developers, marketing directors, Pharma communication managers, and entrepreneurs who bring their unresolved project ideas, specific elements, a sketched-out design, a text-heavy PowerPoint, and/or Microsoft Word document ready to be styled. We have experience helping potential customers and our clients strategically organize their ideas and their project so they can move quickly and efficiently from concept to design project completion.

Some things to consider and to share with your graphic designer

  • What do you want your audience/customers/clients/viewers to know?
  • What challenges or problems are you addressing?
  • How do you want your audience/customers/clients/viewers to feel?
  • Empathetically, how are you addressing their needs/concerns/challenges/problems/wants?
  • What valuable information are you providing them, which gives them cause to buy from you?

Designers, whether they’ve painted the Sistine Chapel, or created an annual report for a Fortune 500 company, use design to evoke emotions, to tap into what’s important for the audience/customers/clients/viewers to know, addressing with clarity their needs/ concerns/challenges/problems/wants. An experienced graphic designer intuitively uses all of these processes and tools, from branding and white space to fonts and colors and more, to create custom designs that guide your customers to see and feel what you want them to experience.

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