“Role of design in successful advertising.”
You know that graphic design plays a huge role in marketing, but why and how does it make a difference?
Design affects so many parts of our life including the buildings we walk into, the billboards we see, to the labels in the supermarket, and what we watch on television. We could continue naming its influences, but why are we persuaded more with aesthetic persuasion rather than plan straightforward information.
Part of advertising is repeating information over and over, but does visually appealing graphic design help viewers remember or cause them to take action faster? Absolutely! Visual appeal often drives customers to purchase products/services sooner rather than later. Studies show that customers buy products/services that appeal to them, rather than ones they need.
Research has proven the psychological process behind the influence of visual persuasion. In the book Visual Persuasion Paul Messaris compiles research demonstrating that our vision is directly connected to our emotions, which in turn influences our functional, biological, and social needs.
A strong example talked about in the book showing how images can impact emotion, is having a straight-on view of a person in an image. This appeal’s to our tendency to look back to someone looking at us. Basically, images are another form of communication, an essential part of language. In advertising images and graphics draw our attention to ads and we associate it to what we feel. Seeing visuals improves viewer’s ability to figure out and understand the information presented.
It is obvious from these conclusions why graphic design is an essential part of marketing. Iit is essential to improved communication by connecting to the emotions of the audience. The brain is able to convert what is seen to better understanding and comprehension. Graphic Design is not only a part of marketing, but is the foundation to brand recognition.
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