WHAT IS VISUAL COMMUNICATION DESIGN?
It’s the creation of a tool that communicates a message, in a visual medium, from a client to an audience. Combining and including the technical precision of graphic design and the sales tactics of advertising design, it ensures the right messages, both literal and subliminal, are being consistently communicated.
WHO USES VISUAL COMMUNICATION?
It’s typically utilised by businesses to promote both products and services. Visual communication techniques also work equally well in many other pursuits. Social communication campaigns, political ventures, charitable initiatives, publishing, exhibitions and educational tools all require the same problem solving skills.
WHY CONSIDER DESIGN?
It’s a cliché but, you never get a second chance to make a first impression. Put simply, you are judged by how you are perceived, and often your audience/customer/client only experience your visual communications rather than you in person. Whilst a good design will create success, equally an ill-conceived communication will have a negative and damaging effect. Often, poor design will cause the very opposite outcome of that which was intended. This is tragic indeed when you consider the sums of money required for print production or advertising space. Visual communication design is thus a ‘must’.
THE 2 APPROACHES TO VISUAL COMMUNICATION DESIGN
1) Style-designs. These typically look fantastic, are very fashionable and are often beautiful works of art. This approach often includes great imagery (photographic, illustrated or graphic arts) and meticulously considered typography.
2) ‘Graphics-ideas’ designs. The artwork for the communication is typically built around a clever idea and the style is often dictated by the idea. Ideas cause the audience to stop and think. They set up a mental challenge and offer the audience an opportunity to engage and solve the test laid before them. Ideas excite, stimulate and inspire an audience, making the communication impressionable and memorable. Furthermore, by solving the set challenge, the audience makes the assumption that they are on the same wavelength as the client. This creates a special intellectual bond between them – all important for their future relationship.
Zebra-Ideas believe there is a place for both great ideas AND beautifully considered visuals. Where appropriate, the combination of both leads to the very best design solutions.
BRAND BUILDING THROUGH DESIGN
Many companies and organisations talk about their brand (i.e. their personality and values). Promotion based on these emotive selling points has proved widely successful. In turn, brands have become far more important than the benefits/features of the product or service on sale. Creating brand values is straight forward enough, however communicating them appropriately requires greater skill and consistency. This is where considered visual communication design is most effective. Branding (the design strategies that do the communicating) is the true genius behind most successful brands.