Very few marketing campaigns can be run successfully today without the use of either visual or printed promotional materials created by a graphic designer. Whether the goal of the marketing campaign is brand building, creating awareness about a product or running a promotional offer, usage of visual marketing materials is a must. It has been in vogue for a long time now and surely is here to stay.
Visual marketing materials will help you to capture the attention of the customers and excite them enough so that they buy the product being marketed. Logo, brochures, banners, standing banners (standees), flyers, information booklets, etc. are some of the common materials created using good graphic design.
Why are visual marketing materials popular?
The common adage is “A picture is worth a thousand words”. Visual information is processed faster than words by the human brain, as it is more attention-grabbing. It is very easy to generate rapid interest by using graphic design.
Human beings need a longer time to read the words and assimilate the information contained therein. Since many marketers rely upon impulse buying by the customers, visual materials powered by good graphic design tend to increase the chances of their success manifold. Many customers that they target are likely to get excited by the message conveyed by the marketing material and buy the product quickly.
Graphic design for marketing
The purpose of graphic design lies in conveying a core message. Though it can certainly be conveyed using words only, it is scientifically proven that visuals are more effective in grabbing people’s attention faster. Graphic Designers are experts in finding the best way of arranging the visuals and words and make them appealing to the customers. A high-quality graphic design makes people notice the marketing campaign quickly and remember the message being conveyed. This in turn builds a recall of the brand or product being promoted.
The need to hire professional Graphic Designers
A good graphic designer possesses a strong marketing acumen along with a keen sense of aesthetics, visualization, and technical skills. He should be specially trained to conceptualize ideas and create the marketing collateral for the world to see. He would also need a thorough knowledge of various graphic design software like Adobe Photoshop, Corel Draw, etc.
If you are a marketer on the quest for the creation of good designs for your company, then it will be better to hire a professional graphic designer to design the materials for you. Apart from marketing acumen, a Graphic designer will have thorough knowledge about how the different elements of graphic design, namely pictures, colours, text (typography), etc. have to be combined to come up with a stunning and effective design.
How to collaborate with a Graphic Designer
- To ensure that the graphic design is of the best possible quality, you need to develop a good communication with the graphic designer. Ensure that you understand each other very clearly. Development of a good rapport will make sure that the end- result will be of high quality and effective.
- A very important aspect that needs to be clarified to the graphic designer at the onset of the work is the goal of the marketing campaign, and in what way the graphic design should help meet those goals. The designer needs to understand the key message to be conveyed to the customers through the creative being designed.
- The graphic designer needs to know the target audience. The fundamental design will be very different when it is being made for a kid, teenager, and young adult and a senior person.
- The location of the audience, which is being targeted is also important. Norms and standards of marketing differ across countries. So, localization of the content is important, to avoid hurting the sentiments of the potential customers.
There are several aspects that make a graphic design successful. We will cover them in our forthcoming articles.