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Graphic design is an essential, fundamental part of a visual marketing strategy. It is a form of visual communication, and as visual communication is a powerful way to communicate messages and information, it is beneficial to have a visual strategy for your marketing materials and content. While your message and information is at the core of a marketing strategy, the written word in itself is rarely enough. In fact, you may choose to rely on visuals to get a message across, foregoing verbal cues altogether, depending on your strategy. Text and voiceovers are amplified and complemented by a good use of visuals, whether you choose graphics, video, or photography as your visual communication.
Graphic designers use a variety of artistic methods to successfully create an image. These methods include choices of the visual content to use; whether to use photos, drawings, graphs, infographics, or simple words, as with logos. Artistic choices also involve decisions on the use of color, shape, layout, and font. The form of content, whether to use photos or infographics for example, depends on the message being communicated. Color choices involve an understanding of complementary and contrasting color and psychology, and the use of shape is informed by design principles such as balance. A clear and easily readable font is usually desirable, and the choice of font can make a big difference in the tone of an advertisement or blog. Some people choose simply not to read text in a difficult font, or white text on a black background, for example.
The choices made by graphic designers are reflected in everything from packaging, billboards, infographics and logos, to websites and pop-up ads.
Creating a visual strategy means achieving a consistent visual style to match your company. Your company’s visual style can reflect its personality, values, and the audience you are communicating with. While a company selling industrial machines may want simple, straightforward graphics with the product information in focus, a company selling software solutions may prefer infographics or stock photos.
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