Graphic Design

Gone are the days when graphic design was solely focused on the obvious graphic elements of a product like its packaging and marketing materials. Technology has enabled brands to have more exposure online, allowing businesses to interact with their clients and consumers, which has also allowed us the ability to review and analyze real-time data to measure and see what sources are driving more traffic. We can actually analyze digitally the type of content and graphics that are getting more media impressions, more likes, more saves and, ultimately, are more appealing and converting to an audience.  

With the internet as the major source of marketing and exposure, companies have invested so much ion content creation for customer communication, analytics and real-time feedback from consumers. Companies like Ikea and Johnson & Johnson employ the world’s most sophisticated marketing teams to spread their message and gain analytics across digital media globally. For example, according to the Digital Agency Network, Ikea launched a virtual-reality kitchen experience that brings you a life-size virtual IKEA kitchen. The pilot program is aimed at gathering feedback and suggestions from users. This is a great example of how companies are using analytics and customer feedback to improve their content marketing strategies and product offerings.

Content marketing and the evolution of graphic design for digital marketing is continuing to rise. One industry that is seeing the impact of this growth is the hotel industry. It is the amalgamation of creativity, technology and the right graphic and web design tools that made some businesses in the hospitality industry stand out from the rest. On paper, the last two years have been great for the hospitality industry, with digital marketing playing a huge role in generating revenue. Graphic design and quality content are influencing this, as content remains king. Hospitality giants like Virgin Hotels and Marriot are continuing to invest in modern marketing to boost occupancy rates and get heads in beds. Virgin Hotels has seen an uptick in online bookings and is constantly A/B testing the content tiles on its website home page. These hotel brands can effectively generate engagement by presenting eye-catching graphics in online media to gain a competitive edge over others. Today’s hotel sites are no longer solely for contacts and reservations but also serve as a portfolio of the hotel’s interior design and amenities to gain critiques.

The visual power of graphic design is even inspiring companies to combine useful tools for the office. For example, one of our clients, employs graphic designs to create customizable wall surfaces. With its collection of images that companies and work spaces can customize to fit their own spaces, they are able to create stunning visuals for any work area that lends itself to brainstorming, allowing employees a collaborative environment where all ideas feel welcomed. We have helped develop an effective communications strategy that incorporates modern content marketing campaigns to expand their exposure to its target market.

Do your research. Be rigorous. Dig up meaningful stories with photos about the brands you’re working for – where they’re from, who their founders are, how they’ve evolved and developed, what genuinely makes them special. There’s your ‘authentic’ starting point.

Forcing the wrong story onto a brand because ‘telling stories is cool’ is like handing a terrible script to a great actor, or casting a third-rate actor in a movie with great potential. It wastes everyone’s time.