Good Graphic Design… The Secret Ingredient in Visual Communication

Communicating via visual means is central to the selling process. Imagine trying to explain your product or service without having the assistance of a brochure, a display ad, or a web site. Think how difficult it would be to differentiate your product from others on the shelf without attractive packaging. All buying decisions include some amount of emotion – how would you quickly evoke emotion without the assistance of images?

Visual communication is a process that uses investigation, analysis, and planning to identify a communication requirement as a first step in designing something meant to be seen rather than heard or felt. Visual communication is a broad discipline that uses graphic design, drawing, illustration, typography, and color to convey a thought, to inform, to educate, or to persuade a target audience.

You may have heard us use the term graphic design when discussing a marketing or sales-related printed piece, creating or refreshing a logo, or updating a web site. What we mean by this is all the techniques, from composition to page layout, that are needed to prepare for the final step – printing, taking a web site live, branding, etc.

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