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Ways to Impact a Consumer’s Perception of a Brand Through Graphic Design

The entire concept of branding is practiced by any business for influencing its target audience. So naturally the way a company’s target audience connects with it or rather reacts to it has a huge impact on the entire image of a business.

There are obviously a number of ways a company can grab the attention of its target audience. But among all such ways, visuals are the most effective. It is a known fact that visuals have the capacity to affect human minds like no other medium. This is where the role of a graphic designer comes into play. A good graphic designer working for you is an asset when it comes to building a brand and creating a positive buzz around your brand.

According to a report presented by IBM, there is a 20% growth seen in the e-commerce industry as more and more people are turning towards the online stores to shop for things. This makes it pretty obvious how important effective graphic design services are. While it is essential for both offline and online stores, it becomes even more important when you have to create your presence amid millions of other retailers operating online. Because you won’t be up against only small retailers but also against giants such as Amazon and Flipkart. In such a scenario, you would want to stand out of the crowd and grab the attention of as many customers as possible.

What makes a consumer go for a product is the brand image you present. It is the responsibility of the designer to ensure that the consumers find your business and product reliable and trustworthy. This could be done by paying attention to elements like the typography, logo, colors, and the website design.

Your brand image has the capacity to persuade consumers to trust you. It travels through the sales funnel, and obviously increase the sales of your business.

As mentioned above, there are a number of ways a business can grab the attention of the target audience, here are some of those ways by which graphic designing can help make the marketing efforts of a business a huge success.

1. Try to lay out an effective brand strategy

Laying out a brand strategy is important to make sure that everyone is on the same page and that there is coordination and synchronization between every department of your business.

A professional designer starts working on the brand strategy much before he/she designs the logo or the website. Your designer will spend time with you trying to know as much as possible about your business and how you want to present your business to the target audience.

When we say that brand strategy makes sure that everyone is on the same page, it means that a designer should design a logo or a website that is in relation to the objective of the firm and is able to convey the right message to the audience. Likewise, content writers should create relevant content in alignment with the brand. It is advised to work closely with your designer to come up with a strategy that works with any phase of a project.

2. Try to study the competition

Spend time after studying your competition. You wouldn’t want to settle in town without knowing your rivals after all!

Now, studying the competition here means you need to go through the logo they have, the sort of website they have, and the type of content they present their audience with. You need to pay attention to the colors and the language they are using.

Psychological experts say that different colors have different impacts on a person’ mind. You should be smart enough to use this knowledge to your utmost advantage. Ask your designer to come with a design with colors that will grab the attention of your audience. The design should also tell them what your business is all about.

3. Try to pay attention to the customer reviews

You can get to learn about how your customers view your business by going through the reviews they post online. Go through the reviews your customers have posted on platforms like Google, Facebook, and Instagram.

Also, gathering data from your customer care unit can prove to be useful. You will get to know about the things your customers are complaining against and take steps to fix those issues.

Studying the reviews of your competitors’ businesses is important too. Read about the things their customers are happy about and try to incorporate that into your own business. Also, read their complaints too. This can help to find out the other possible issues that may arise in the future. This way you can try to be prepared in advance.

4. Try to create an attractive package design

One of the significant roles of a graphic designer is to come up with an attractive package design. Here the designer needs to realize one simple fact. It is not only the customers who see the packaging of the product. It is the mail carrier too along with everyone else who handles the package before it reaches its final destination.

Hence, the designer needs to come up with a packaging design that appears to be appealing. It should also be easy to handle. Also, you need to think about things. Ask questions like ‘where do you want to place the logo on the package’, ‘what will be the shape and size of the package’, ‘will your products be kept on shelves’, ‘what colors to use’, ‘what colors are your competitors using’ and obviously about ‘what other elements you can use to get chosen among all the amazing choices available out there’.

5. Try to use unique and beautiful images

Recent research estimated that around 65% of people are visual learners. Hence, as a graphic designer you should make sure that everything you create has a unique and beautiful image attached to it.

Images are a great way to tell a story. Moreover, it is not possible that all of your customers are literate or can communicate in every language. This makes it all the more important to use images.

Whether you are designing an advertisement, an infographic, or a website using images, ensure that your customers are going to retain your brand and the information you are providing much longer. Images can also be used to convey the message of the business. But the designer has to be careful enough to use images that are relevant to the business and can convey the message clearly.

Also, with social media platforms like Facebook, Instagram, and Snapchat becoming popular, it is advised to come up with a style guide that will work on such platforms.

Let’s wrap it up!

Although brand perception goes far beyond just the concept of visualization, designers do play a significant role in how your customers see your business.

Take time to study your competitors. The issues that might arise, and make efforts to provide your customers with a good UX. When someone visits your website or sees your logo somewhere, it should be able to evoke some emotions in them. It is important so that they can retain your business longer.

Your ultimate goal after all is to ensure that the perception of your target audience matches with what you want them to receive.

Aditya Kathotia

Aditya is the Founder and CEO of Nico Digital and Digital Polo. He has attained the pinnacle of brand design expertise by delivering true value to brands and marketers. After pursuing his higher education in Business Analysis from Manchester Business School, he has helped both Nico Digital and Digital Polo unlock its true branding potential globally. You can reach out to him on LinkedIn and Twitter.

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