Communication in the broad sense could be oral and/or visual depending on how it is organized and the media in use. When visual, it involves the use of images and texts to pass information and messages. Digital communication is perhaps more effective than traditional communication approach because it often combines both oral and visual communication at a go in a medium. This can be seen in videos and digital designs of various sorts. It can also utilize only visual elements (texts, shapes and images) in conveying any forms of messages to audiences. This is called info graphics.
Similarly, digital designs could surface as the mix of audios, texts and images as in the case of most videos. Whichever way, like a public speaker, one of the very thing to consider is how to captivate your audience and pass your messages to their understanding just perfectly. Therefore every graphic designers have to understand and make use of the following strategies;
Consider audience personas
Every graphic designers are expected to know that daily designs are way beyond aesthetics. Many a time we believe that designs should be superfluous and so may be responsible only for creating beauty. No! It is more about creating an identity, especially if it has to do with marketing and sales campaign as it must serve to help audience make purchase decisions. It is therefore an essential element to initiate a dialogue with your audience by generating recognition and identification with your products. How much attention would be given to you then depends on how much of a visual identity and textual cues you generate. Therefore, you have to have an almost perfect understanding of your audience. This is to mean that communication via digital designs must align with the interests of our audience. Knowing your audience personas would most likely help you to select the best pieces of graphics that is most suitable for them.
Utilize visual references
Professionals could create unlimited graphic designs and proffer unending design solutions in every situation once they understand the usefulness of visual references. Photos that align perfectly with goals of designs are very important in presenting an idea or communicating graphical messages. This also means that a good collections of colors, shapes, styles and fonts are important to create attractive leads in your designs. Visual referencing and competitors benchmarking are great attractive vibes in designs particularly when the design goal is for sales marketing.
Demonstrate consistency
Lack of consistency in design could result in a host of issues including unattractive outputs and color conflicts. Consistency may be a wide discussion especially depending on your design orientation and target audience. However, consistency remains a vital component of every designs to enhance reliability and readability in the mention of texts. When it relates to marketing, you would confuse your audience with brand message when consistency isn’t factored into your designs. Just imagine that you are using four different colors for the same logo in four different designs. This would not allow users or audience to relate with your brand without a specific expectation. Consequently, you would be known for misleading brand images. Summarily, a consistent design is key to keep leads and audiences engaged with your visual message.
Be careful with messages passed
The fact is that not everything in a design deserves prominence. When everything on your design call audiences’ attention, then nothing would stand out as the central message. This is like multiple elements would be competing with each other to get the reader’s attention and he may get completely lost in the process. Adopt clever strategies to highlight what is most important and prioritize your information. Even when you have to unavoidably use different texts, images and colors, you must still be able to present your central message with unique prominence over anything else.
Embrace originality
No matter how great your design is or could be, it is very easy for it to go unnoticed by audiences. Why? Most of the media outlets including social media platforms where they are being showcased are very porous with billions of daily uploads. All kinds of videos, memes and visual contents go on them. It is therefore vital to embrace originality so that viewers wouldn’t group your designs with the routine daily influx. I have just revealed to you why a lot of designs meant for ads on media fail woefully. Make use of filters, edit images at least a little before you use them as ads and sales copy. Think of the ways your competitor has never used them. This would make you stand out as original.
Remember, design is your ally
Your business daily designs are very important to your sales and marketing success even though they are not the only factor responsible for the results. Therefore your designs are your allies and you have to treat them as one. When you hire a designer for your business, you must be ready to collaborate with him to factor out what works best for your audience. Otherwise, you might have wrong messages conveyed to your audience in the ways you least expected.
