Graphic Design

Graphic design is a process that carefully chooses and organises the right words, images and messages to communicate with and influence a targeted audience. It uses different formats like promotional material, stationery, websites, annual reports and packaging.

The selection and layout of letters in a space is called typography. This, along with actual typeface design, is an important element in graphic design. Type was the starting point of design, but, over time, all manner of other materials have come into the graphic design fold, including: printing, photography and digital imagery, and screen graphics (e.g. for websites).

Typography, icons or images, drawing s and photography can be manipulated to achieve all kinds of different end results. It’s the job of the graphic designer to select, develop and structure imagery, typography, colour palettes, layouts, paper stock, printing techniques and overall graphic styles in a way that helps you reflect your brand and communicate effectively with your customers.

Effective design will help you communicate your company’s key messages and brand values. Understanding who you want to target, what their needs are, and what you want to say to them, is a crucial element of marketing. This information is a fundamental part of a good design brief. A design brief is something you, as a client, will write for your designer, so that they can make sure their design appeals to your customers and reflects your business and the message you want to convey.

Do you really know who your customers are and how they like to receive information? Designers can help you with this research as they will be objective in challenging perceptions and identifying market opportunities. You may think you know and understand who you are targeting, but carrying out effective audience research, especially by speaking to existing and potential customers, will help you develop an in-depth profile and segment the market effectively.

Asking questions to find out what current customers think of the quality of your service or product, and where it doesn’t meet their needs; comparing prices with your competitors and looking at trends in the market; all this can help you to identify who and where your customers are, and how best to communicate with them. Once you have this information, your design can work harder for you in appealing to your target audience.

The effective use of graphic design – type, colour, photography and the written word – all combine to give your business the best possible chance of communicating effectively with your target audience. There is no doubt that good communication is key to the success of any business.

Effective graphic design is the applied art of arranging text and images in a way that effectively communicates a message.