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Creating Visual Magic

It’s an old saying about a picture or design that, when done properly, can be worth a thousand words. Despite all the dramatic shifts in the methods of communication over time, a picture or a graphic depiction can vastly improve the performance of even the best written content. Presentation of content matters. Font types, character size, layout, and colors play an immediate role in how a content effort is perceived by a prospective consumer. Readers will be less likely to engage a brand in a conversation if the content is difficult to read and the environment around it is messy or disorganized.


The objective of design is to make content more visually appealing to a targeted audience. Design can enhance the telling of a brand’s story and increase the likelihood that a listener will remember the message and its connection to the brand. Surveys have shown that visual elements tend to be more engaging. Brilliant design can translate into better engagement and increased revenue. Visual mediums are more engaging and more memorable. Studies show that people can recall 65 percent of the visual content that they see even up to three days later. Typically, when presented with written content alone, audiences will only remember 10 percent of the content over the same period of time.


Design and marketing are most effective when compelling content and visual design elements come together to establish a consistent tone of conversation across all media channels and marketing collateral. Good marketing design will enhance how a consumer perceives a brand and can aid in differentiating one brand over another. Inconsistent designs can frustrate and confuse listeners and damage a brand’s trust and authority.


Marketing design begins by listening and getting to know the targeted audience. Select channels where a target is listening and create various visual components, colors, and language that is consistent with the audience’s persona. Follow established brand guidelines and focus on creating high-quality images, videos, and illustrations. Avoid commercially available stock images and graphics and create original, brand specific visuals. Keep it simple and consistent at all consumer touchpoints. Avoid designs that look cluttered and that might overwhelm a listener’s senses. Less is better than more. Take care to form a more perfect union with the story’s message.


Every marketing strategy should include design elements across all digital and non-digital assets including, social media, websites, email, traditional print media and signage with a goal to create a seamless visual identity that is appealing and consistent with the brands message.