Have you ever asked yourself why the majority of children’s books are filled with images? There is a good reason for that. Namely, visual content explains complex concepts better than text. Moreover, studies have found that a human brain processes images 60,000 times faster than it processes words.
So, what does this astonishing digit tell us?
Whether you are reading a children’s book, clicking through a website, or buying milk in a store, the lesson remains the same. It is visuals that draw people’s attention, boost their interest, and most importantly, raise their engagement.
This is exactly why graphic design is the backbone of every powerful brand. From building an authentic logo to the way you address your target audience, it is closely interrelated with basically every aspect of your branding and marketing campaigns. Most importantly, it is one of the major factors determining people’s buying habits.
Let’s see how.
Visuals Boost Brand Familiarity
Let’s start off with a simple question. What is a brand? At first, you might think of this notion as just a name or a symbol, something that helps users recognize a particular product. However, you need to know that a brand goes far beyond that. It helps your business build personality, determining the way your consumers see your products compared to your competitors.
Of course, none of this would be possible without the implementation of graphic design. By choosing the right logo and color scheme, you will be able not only to create a unique brand image, but also boost brand familiarity, which is crucial for attracting and retaining consumers. According to the global study by Nielsen, 60% of consumers prefer buying items from a familiar brand than switching to a new one.
Let’s take an example of famous brands like Nike, Apple, American Express, and Starbucks. When someone mentions them, what is the first thing that comes to your mind? Their logos, of course. They stand for trustworthiness, competence, sincerity, user-friendliness, and consistent quality. This is what attracts millions of their new clients and retains the existing ones.
Colors Trigger Emotions
A recent study shows that people subconsciously evaluate a product within the first 90 seconds of seeing it. Most importantly, roughly 85% of these users believe that the color was the main reason they made a purchase. So, we can conclude that colors play a fundamental role in people’s buying habits. Given the fact that human brain associates each color with specific emotions and concepts, you need to be extremely careful when building your brand’s visual identity.
For example, McDonald’s has been combining their yellow logo with a red background in both their digital and printed sources. Coincidence? I think not. These colors trigger positive emotions in their consumers. Red stimulates appetite and hunger, while yellow denotes openness, happiness, and friendliness.
The Importance of Graphic Design for Product Packaging
Researches show that 76% of buying decisions are made in the store. They are based on numerous factors, such as the perception of a brand, the previous experience with a product, the knowledge about a brand, as well as the customer’s needs. Worse yet, in today’s overly competitive market, there are tons of products similar to yours, targeting the same group of people.
So, how can you make sure that a buyer will choose you over your competitors?
The answer to this question lies in product packaging. Even though a consumer may have previously interacted with your brand online, product packaging is the final station of your communication. In other words, you need to make your product look like a million bucks. And, this is exactly where graphic design shines. Aesthetic aspects of a product, such as its fancy design, color, typography, and brightness are associated with the quality of a product and determine whether it will attract a buyer or not.
The Time Travel Machine
Nostalgia is a powerful marketing tactic and you cannot afford to neglect it. Unsurprisingly, one of the most effective ways to integrate nostalgia marketing with both your online and offline marketing strategy is through graphic design. When employing this tactic, you should take advantage of current events and holidays to evoke the feelings of sentimentality, belonging, and longing.
For instance, the approaching holiday season is a great time to do so, since it takes us right back to the childhood. To boost your digital marketing, you could create a holiday-themed homepage, landing page, or blog by adding snowflakes, Christmassy fonts, playful colors, and images. You can even create some amazing content around this topic, such as vibrant holiday-inspired infographics.
Christmas holidays also give you the opportunity to enhance your traditional marketing efforts and connect with your customers on a personal level. Give out personalized Christmas gift cards, send out early Christmas cards, create seasonal-themed promotional products, and design holiday posters.
To Wrap it Up
Apart from its aesthetic value, graphic design gives you the opportunity to build a recognizable brand image, design outstanding product packaging, and above all, provide your customers with a personalized approach. Remember, succeeding in this already overcrowded landscape is not about telling people to buy your products. It’s about inspiring them to choose them over your competitors. And, graphic design might be your most valuable asset when doing so.