How does design contribute to business objectives?

In an internal or external communication strategy of a company or organization, design will always be a key element for achieving the proposed results. However, many times we see campaigns with impressive and eye-catching designs that fail to capture attention or convey the message that was intended to be conveyed. Why does this happen?

The answer to the above is extremely easy. Because the communication was not clear.

This applies to any area, be it internal communication, commercial, marketing, etc. Any campaign must provide a precise message to draw the graphic line that will positively contribute to the purpose of the campaign.

When we develop a project, the objectives have to be very well defined and even more so when we rely on graphic material to achieve it. That is where we must understand who is the audience we are going to speak to, what we want to obtain and most importantly, what is the message we want people to leave behind.

To achieve design pieces that truly communicate and achieve the objectives set, we must bear in mind that everything enters through the eyes and that the design has to be clear and direct and be conditioned to the target audience. It is at this point that a phrase prevails that says: if it is not seen, it is not sold or in our case, it does not communicate. We must attract attention, whatever our intention.

And this task should not be left to the designer alone, since, in order for them to capture what we want, it is extremely necessary to give them a fairly explicit brief of the line of the brand, company or organization, but also a sufficiently clear idea of the message you want to give. With that base, the design professional will let their imagination run wild and put their creativity into images of the idea that was provided. We must not stop the creativity of the designers since the impact of the graphic pieces depends on it.

Let us remember that graphic design is the way in which we transmit ideas through images, that is why it has a close link with communication, advertising and marketing and that in most cases, it is the direct channel for achieving the objectives of a campaign.