Visuals are the first impressions of prospects who interact with your brand online. Designing graphics that appeal to them, rather than deter them, is essential to cultivating an effective online presence. For example, Kimbia, a growing nonprofit fundraising company, has refreshed the image and marketing of its business. By implementing strategic graphic design practices on Kimbia’s website, they saw a 21% increase in traffic and increased their bounce rate from 65% to 45%.
Why is good graphic design important?
Each part of your graphics should visually communicate the characteristics, benefits, differentiators, and branding of your company’s products. Strategic communication goes beyond the written word – it needs to be implemented in every part of your online presence. Creating a strong brand identity for online channels with consistent look and feel results increases brand recognition. If buyers can choose your brand from a range, they are more likely to invest in your products and services.
Additionally, with 65% of the population being visual learners, engaging audiences with eye-catching design is extremely important. Posts and content that include images have 650% higher engagement than posts that contain text only. A well-designed website and portfolio makes it easy to navigate the online medium and draw the buyer’s eyes to what you want them to see.
Graphic design tips
Design for your audience
Different audiences have different tastes, for example, look at the difference between the Zoom home page and the Oracle home page. Both are B2B-focused companies, but because they cater to different types of audiences, everything from their color scheme to the distribution of information is different. Zoom shows their product in action, while Oracle, which has a much more technical product, communicates the benefits of the product before showing how it works. Understanding the industry in which your business belongs is just as important as the audience you serve. For example, media and PR companies look different than tech companies.
Simplify your design
No matter how interesting and creative your graphic design on your website is, if a potential prospect cannot navigate it easily, your content may have limited impact. Making graphics, landing pages and emails intuitive and easy to use helps draw attention to the right content with the most important information first. A pitfall that many B2B businesses fall into is presenting too much information at once, which can overwhelm the audience and leave them confused and frustrated.
The streamlined design also supports grip. With less to remember, it’s easier to keep the most important things in mind. Focus on the important points, whether it’s the most amazing statistic or the most critical message. Choosing ease of navigation over a pleasing design can be a potential compromise that will keep your audience from losing interest. While aesthetics are important, it is even more essential that your visitor can achieve their goals.
Show your brand’s voice through your art
Use design to also communicate your brand’s personality and position. Your brand image should be distinct and recognizable from the competition. In a world oversaturated with digital content and brands, it’s crucial to consistently communicate your value through your design. For more information, see Launch Marketing’s guide to the key design elements of corporate branding to understand why consistency is important and how it can create an accessible appearance for your brand.
Create branding guidelines to ensure visuals highlight and underline your brand’s voice consistently across all channels and regions. This encourages buyers to associate a certain color scheme and design with your business. In addition, a consistent brand image across all channels increases revenue by 23%.
Keep in mind the 5 key elements of good design
Balance, alignment, repetition, contrast and hierarchy. These five elements are the recipe for good design and form the building blocks for creating eye-catching and enjoyable designs. Focus on implementing these key features into your design elements.
Remember the element of emotion
Color psychology is a crucial practice in graphic design and has major effects on how design impacts your audience. For example, warm colors evoke feelings of passion, while blue represents reliability and green has a more calming effect. Think about what your colors are trying to convey about your business and make sure those colors are noted in your branding guidelines. Any graphics or content that includes images should include these colors to effectively communicate your brand in a consistent manner.
Implement a buyer-centric design
Finally, ask yourself the question: what are the needs of your buyers and how can you meet them through design? Designs that have the buyer in mind at all times are often the most successful. Strategic communication through design must connect with your audience. For example, if your buyers typically access your website on a mobile device, make sure your landing pages are neat and mobile-optimized. Responding to buyer behaviors like this can give your organization a competitive advantage.