4 Reasons Why Graphic Designers are Vital to Marketing Campaigns

Dixie Somers

March 07, 2017

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Good company owners know the power and importance marketing has over business success, and graphic designers, marketing managers and business owners alike all need to understand just how critical graphic designers truly are to marketing campaigns. Some of the reasons for this are obvious, while others are not so much, so let's look at four of the main reasons graphic designers are vital to marketing campaigns.

1. They Cultivate a Professional Appearance

Many things that do not look professional can tarnish your business's image. Poor quality graphic design in marketing materials very quickly gives the impression that your business does not produce good work or care much for its appearance and reputation. For many, the marketing materials will be the first thing they see regarding your company, and if they immediately come to the conclusion that what you are advertising is also poor quality, they will not buy it.

2. They Create an Eye-Catching Appearance

You don't only want your designs to look professional, you also want them to catch the eye and appeal to those you're targeting to buy your product. This does not just mean gorgeous illustrations and photos or colors that don't clash, it also means layouts that look attractive and present information in an easy-to-understand manner. Graphic designers also determine what typesets to use. Whether the marketing material is digital or physical, it needs to be easy-to-read and draw the eye of a potential customer, and graphic designers are key to that.

3. They Manage Your Brand

Graphic design plays a crucial role in a business's brand. Working with the same graphic designer or graphic design studio can be of great benefit to businesses because you get a consistent look across your marketing materials, which further cements your brand in your marketing. This look can be anything from color combinations, logo usage, the same font and similar layouts that customers automatically associate with your company. Good graphic designers need to have a good grasp of branding and how important it can be to their work, especially if they work in marketing.

4. They Know Which Tools To Use

Professional graphic designers have a lot of knowledge that non-graphic designers are sure to lack. Besides the obvious need for creative talent, graphic designers also know what makes a good logo and what colors, layouts and images customers respond to best. One of the most important tools in a graphic designer's arsenal are software programs, and while there are a lot of good programs out there with their positives and negatives, the Adobe Creative Suite still reigns supreme. Many programs are specialized, particularly in the Adobe Creative Suite—for example, Adobe Spark is well-suited to making album and YouTube channel cover art while Adobe InDesign is good for layouts.

Good quality professional graphic designers are absolutely critical to a successful marketing campaign, and that's a fact. If you are a business owner or executive, make sure that your marketer or marketing department are working with good graphic designers. If you are a graphic designer yourself, be sure to cultivate a standout portfolio, nourish your creative talents and become proficient in software programs and other tools that will help you do the best job.