Visual design as language – why it's more than just looking pretty
When it comes to visuals, we're hard-wired to gravitate towards what looks most appealing. The most attractive color combination, the most aesthetically pleasing logo, the most stunning photography.
However, that's not the whole story. The best visual design doesn't just look good but has additional layers – communicating a narrative through imagery to your audience and prospective customers.
Every color choice, typography decision, photographic subject or layout structure needs to be the result of a careful, considered process.
Let's look at how you can use graphic design elements to stand out and make a lasting impression.
Good visual design is easy to understand
Did you know that the brain can completely process an image that the eye only sees for 13 milliseconds?
This is why colors and iconography are commonly seen on road signs – people can digest and comprehend them as they quickly speed past.
Not only this, but sixty-five percent of the population are visual learners. This means they are more likely to take in and retain information if it's in a visual format.
The best examples of visual design are the ones that people can quickly understand, even if they’re not fully focused.
Take street art and murals, which provide people with visual information about a specific area, the history of where they are and what they can expect to see.
We have a lot of amazing street art in San Francisco, especially in the Mission district, where our agency is based. It’s home to many murals from the Chicano Art Mural Movement of the 1970s, organizations like the Clarion Alley Mural Project and Precita Eyes Muralists, and icons like Carlos Santana and Jerry Garcia of the Grateful Dead.
Intentional visual design makes you more memorable
When you have a lot of competitors, you need to stand out from the crowd. Often, your visual identity can make the difference between people remembering your brand and opting to buy from your nearest rival.
Good visual design tells a story, and as the old saying goes, a picture says a thousand words.
Take colors for example – the right choices can make people remember an image even if they can't remember anything else. A study showed that 78% of participants could recall the primary color of a logo, while only 43% could remember the name of a business.
A fantastic example of color and memorability in visual design is Charli XCX’s “Brat” cover, which turned the internet slime green. A survey by YouGov shows that 14% of people have heard of the term “Brat Girl Summer”, even if they’re not sure what it means.
Story-telling and great design were at the heart of our work for Casa Hechizos. Each product is associated with an orisha with its own color and symbols, depicting knowledge, and most importantly, authenticity.
Visual design elements provide universal understanding
Imagine you're going on holiday, and you land at the airport of your chosen destination. How do you find the bathroom, passport control, or baggage reclaim, even if you don't speak the language?
Through icons. Good visual design speaks to people, even if they don't understand what's said.
Visual design like this isn't just a trend – it's been going on for centuries. In nature, animals use color to tell humans and predators to stay back. Bright colors like red, yellow, and orange, as well as bold patterns, are warning signs that an animal is poisonous and that predators should keep their distance.
Let’s extend this to the modern world. “Sale” posters and signs are usually red. This is to create a sense of urgency and excitement, encouraging people to impulse buy. Meanwhile, healthcare websites, like the one we created for Vantis, are more likely to be a calming color like blue or green.
Of course there are some cultural exceptions that you need to bear in mind if you want to sell to an international audience. However for the most part, visual design transcends language.
Solid visual design helps people read between the lines
Sometimes you can't say everything you want to say about your company on a landing page or advert in a magazine. In this situation, your imagery can subconsciously tell people more about your business.
For example, the type styling can often tell you more than the text itself. For example, Coca-Cola's elaborate logo evokes nostalgia and good feelings. Citibank's sturdy typography suggests trustworthiness and stability. The backwards font on this Kooples t-shirt indicates individuality and rebellion.
Some brands even include nifty easter eggs in their logos to reiterate what they do. Take FedEx, which has a hidden arrow in between the "E" and the "X" – now you know about it, you'll never not be able to see it!
The power of graphic design elements
Your visuals should never be an afterthought
Before you open your laptop to design a poster, website, or book cover, it’s essential to understand what you want to say and how you can use imagery to illustrate your point.
When you've got that down, you're one step closer to connecting with your audience in a more emotive and personal way.
Need help telling your story through well-crafted imagery? We specialize in visual design that tells people all about you. Reach out to learn more.
