Communication Design. What is it, and why does it matter?
Most of us are familiar with the term graphic design, but less so with communication design. Often these terms are used interchangeably. But they each have subtle but very important differences.
Where graphic design is generally used to refer to the actual practice of creating visuals, communication design is much more than that. And it’s here that real engagement can happen with your audience.
So, what is communication design? And why does it matter?
What is Communication Design?
Meet graphic design’s strategic partner in crime—communication design. In the most simple terms, communication design is the process of using visual elements to strategically convey information. And while it encompasses graphic design, it is a far superior methodology.
Communication design imbues skilful graphic design with meaningful storytelling. It’s a matchmaker between the message, the visuals and the resulting impression. In other words, communication design takes a message and makes it visual, evoking emotion and engagement while communicating strategically determined meaning with the viewer. This results in instant connection that is memorable and impactful on decision-making. And before the viewer even knows it’s happening.
Without the strategy behind the message, there’s no end goal. And a brand’s desired outcomes will be lost, no matter how good the visuals. Keeping those end goals in sight is the strategic element that is communication design.
Why is Communication Design Important?
Builds a Brand Story
The most successful brands connect with their audiences through purposeful and impactful design choices. From colour to font, from logos to full brand campaigns, strategic decisions create branding design that connects. These elements together inspire your customers' mood and motivation for action.
But why is that important?
Communication design gives you the vehicle for effectively building your brand story. On-the-money-communication sparks an affinity with your customer leading to conversations, conversions and bona fide connection. Storytelling, through images and design, resonates and transports them into your messaging in a way that promotes buy in. They believe that your brand will meet their needs. Communication design helps get them there.
Offers Up the Bigger Picture
Consumers see the world holistically and might not think about the details. Communication design is more than a ‘pulling-on-the-heart-strings’ advertising strategy but a way to bridge the gap between visuals, the message and the need for solving the problem. It lets you tell the whole story, with compelling design and a strategic solution for the audience’s problem.
By offering a solution you build your brand as a reliable choice in your niche. With communication design you’re delivering on the bigger picture—illustrating the whole message—that let’s your audience see that you have the answer they’re looking for, even when they don’t know they’re looking for it.
Creating a Light Bulb Moment
From ad campaigns to mobile app development, communication design is at the crux of creating ‘lightbulb moments’. Defined by experts as ‘moments that often come with a burst of energy or euphoria’, these are instances of sudden inspiration, revelation or recognition. They connect with and engage the viewer. More importantly, they inspire action.
Supporting Your Customer Journey
When a customer is moving along your sales funnel they will need different visual content at different touchpoints. These different elements allow your message to filter from the potential buyer’s unconscious to their rational decision making phase. Strategically aligning your solution through your visual communication to their customer journey is a vital part of showing them that you have the answer they need, even when they’re looking for a solution to a problem they don't even realise they have.
Grab Diminishing Attention
A study by Microsoft reported in Time Magazine shows that our attention spans have dropped from 12 seconds to a mere eight seconds (nearly 25%) over the past few years. Although there is some uncertainty on the stats, it's clear that brands have to diversify their strategies to capture their audiences’ attention.
One of the reasons that communication design is important is because it quickly captures the viewers’ attention by touching the viewer through rich media crafted with tailored strategy. You’re better able to grab that short attention span resulting in an engaged audience.