The Effects of Visual Communication Design on Business

Posted by Hunter Liptrap on Jun 06, 2014
Hunter Liptrap

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Communication is the exchanging of ideas — more or less.

Visual communication, however, is more specific. It is conveying ideas in a visual form.

If that rings a bell about the web, then we are on the same page.

Think about how much visual information you take in everyday. Even more so, think about how much visual information the world takes in.

There are billions of advertisements out there.

Why Visual Communication?

Here's a quick overview of why visual communication is important.

  1. It's In Your Face - It's a quick way to display information — think of graphs and statistical information. Check out how this infographic presents a great deal of statistical information, but is very easy to grasp and remember.
  2. It's Simple - Visual representations make it easier to convey complex thoughts and ideas — think of diagrams.
  3. It Breaks Barriers - What barriers you ask? Geographic and demographic. Everyone knows the sign for bathroom, but the word changes in every language.

Now, if I have lost you it would further demonstrate the importance of visual communication. That said, there is plenty of juicy information in this here post.

Optimizing Your Business

Marketing and visual content go hand in hand. The human brain is hard-wired to perceive images faster than text alone. That makes visual communication a powerful tool the arsenal of any business.

Your marketing message, then, is nothing without solid design. This doesn't just apply to your website either. It applies to everything — even your office building if you really think about it.

So, avoid bad design practices and follow these visual communication design tips.

Typography

Make sure all your fonts are legible and easy to interpret. Don't mix and match a bunch of fonts, or colors, in your designs. You will typically want to stay with sans-serif fonts. Our favorites are Open Sans, Raleway, and Lato.

All of these fonts give you a clean look while providing some style.

Color

When formatting graphs and other statistical displays, limit your color selection to no more than five.

For logos, websites, and brandingThe Daily Egg, has compiled a phenomenal list of three methods you can use to select your color palette.

To find the colors that work for you, Adobe Kuler is a good tool for finding colors that complement a primary color that you have already decided on.

Make no mistake, color has a huge psychological impact on consumers.

Icons

As previously mentioned in the bathroom icon bit, icons are universal when done right.

It's key to keep them simple and easy to read. If you try to make something too complex, you are defeating the purpose of using an icon in the first place.

Again, think "power," "bathroom," "shopping cart." These are all universal icons at this point.

Illustrate a Point

Visual communication is great, but it isn't everything. You want to use a visual to illustrate a point — that's a good one.

If you don't have a point to make with the visual, don't include it.

Layout

Perhaps more important than anything else mentioned already, layout is what makes visual communication design effective.

You can have all the greatest graphics in the world on one page, but if doesn't guide the eye in a logical manner, then it will fail.

A few tips here:

  1. White space - Use the negative space to create emphasis. Too much in one area creates confusion.
  2. Keep It Simple - Avoid any design elements that are unnecessary.
  3. Keep It Accurate - When you are showing graphs and charts, display them proportionately. Don't skew the numbers by misrepresenting the information.

Where To Use This Information?

While this may seem like a web design article, the information in here can be applied to every facet of your business. So go on, get out there and make something striking.

Photo Credit: Communication

Author
Hunter Liptrap

Hunter Liptrap

Creative Director at Modgility
Hunter is Certified Inbound Marketing, Growth Driven Design, and HubSpot Design. He has a passion for the conversion rate optimization process. With 3 years of experience he has designed and built multiple websites across various industries.

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