Most companies are unaware how big of an impact graphic design has on their branding and marketing. Design plays a role in every form of communication from brochures, websites, to mailing packages. Design can make a company stay congruent with their branding efforts and support a company’s main message. It can also help establish a strong corporate identity, which will help the company stay focused on their mission.
Visual Branding’s Unique Role In Branding and Marketing
Graphic design for visual branding has several benefits. It visually represents the message that the brand is trying to deliver. Transparency and congruency is very important when building a branding campaign. If the visual elements are not in line with the brand, the target audience will feel not feel like the company’s message is believable.
It also allows the target audience to connect with a brand. Words alone cannot communicate what the brand is about. There are many examples of brands that failed to get their message across because people could not understand either what they were saying or what they were about. Not having the right delivery can make all branding efforts worthless.
In marketing campaigns, design actually has a direct impact on profitability. For example, small changes in formatting and use of design elements can help deliver a better sales message and improve readership. One of the best examples of this is used online. Tests have shown that eCommerce sites using elements such as the BBB seal and HackerSafe badge saw a respectable increase in conversions.
Throughout the years we’ve helped many companies with their visual branding challenges, and we worked on creating exiting brand elements and improving designs and styles for numerous marketing campaigns.

Goran
Goran Paunovic has spent the better part of his career helping companies with branding and design strategies by giving authenticity to their corporate identities through focused design, visual branding and user interface & experience design. Goran founded the full-service creative agency, ArtVersion, in 1999.
Related Posts
September 24, 2013
Site Design And Market Relevance
Web design plays a bigger role in the success of an online business than most would like to admit. The adage that "content is king" only holds true if people appreciate the site it resides on. Great…
0 Comments3 Minutes
January 13, 2021
Adapting Familiar Pathways: Creating Ideal Journeys and Pathways
To design and develop an impactful website, there must be specific design elements, calls to actions, and interactions that engage the user dynamically and engagingly. Good design is in the details,…
0 Comments2 Minutes
February 23, 2011
How to Merge Your Marketing and Sales with Your Website
When promoting a business, there are many variables that will lead to results. Marketing a company is not just building a website. Look back through your hard drive, you will find power point…
0 Comments2 Minutes