Graphics are everywhere. Even if you do not notice them, you will see examples of graphic design services on websites, brochures, newspapers, magazines, and product packaging. But what do graphic designers do? Here are five examples of graphic design services:
Graphic Designers Tell a Story
It is human nature to think in narrative. Top-quality graphic design services use visuals to communicate. When you see a logo you like, think about what makes the logo special. Logos can communicate “fun,” “fast,” “caring,” or “serious” without using any of those words. Designs can evoke emotions (like a heart shape or figures of a family), communicate information (like a globe), or simply provide a memorable handle.
Studies show that viewers form an opinion about your website in about 0.05 seconds. Graphic designers have many tools at their disposal to quickly and precisely deliver your message. Designs, fonts, colors, and layouts can be used alone, or in combination. Fonts, for example, carry a message that we may only perceive subconsciously. Would you hire a divorce lawyer who uses comic sans font on his or her billboards?
Graphics Designers Unify Branding
Branding is the shorthand that the consuming public uses to identify your goods and services. What does that mean? Think of a yellow M, a fat check mark, or a silhouette of fruit with a bite taken out of it. Did your mind jump to McDonald’s, Nike, and Apple? This happened because these businesses have used consistent branding that cemented the representations of their businesses in the minds of consumers.
The phrase “brand building” is thrown around a lot. But what is it? Brand building is a deliberate process that creates recognition of a company by the public through consistent use of the company’s branding. Graphic design services can create that visual shorthand for customers, whether the branding arises through architecture (IHOP’s blue roof, for example), colors (DuPont’s pink fiberglass insulation, for example), designs, and fonts.
Graphics Designers Engage Customers
To successfully engage customers, a business must make an emotional connection. This does not mean that you need to make your customers cry. However, it does mean that you must appeal to more than their intellect. Visual communication is one way to do that.
Setting aside the message or the products, the words no advertiser wants to hear associated with its commercials are boring or insincere. What these words really represent is a failure of the commercial to connect emotionally with the viewer. Think of your favorite commercials. More likely than not, you loved the commercials because you connected in some way with the message. Visual communication may evoke familiarity, fun, fear, happiness, pride, love, or any other emotional response. These are the types of connections graphics designers can make through thoughtful graphics design services.
Graphics Designers Call Customers to Action
Engaging a website viewer is fruitless if the viewer is not converted into a paying customer. That is not to say that every engagement with a viewer that does not result in a sale is a failure. Engagement is needed to build a brand and creating future customers is just as important as creating current customers. However, the customer must know what your business does, and how to benefit from what your business offers.
You have probably seen many websites or television commercials and thought, “I have no idea what they do.” This reaction is highly unlikely to convert you into a paying customer. Graphic designers, through visual communication, tell potential customers exactly what you do or, at least, provide a groundwork for delivering that message. For example, while it is not immediately obvious what Starbucks sells by viewing its name and logo, Starbucks’ branding ensures that you see its name and logo on practically every coffee cup you see.
Graphics Designers Bring Others’ Work Together
Great copy is only great copy if it is published in a readable font on a website or in print. Great photographs are only great photographs if they are positioned correctly in a layout and stand out from the other elements on a website or in print. A great headline is only a great headline if it is the right size and in the right location on a website or in print. It is the role of the graphic designer to connect all these disparate elements together into a single message.
In sum, a graphic designer provides the visual elements to communicate your story to your customer.