Visual Communication Design: crafting messages beyond graphics
In the course of my professional practice, I have noticed an interesting trend: alongside the development of my skills and understanding of graphic design, the discipline itself is constantly evolving.
The term “graphic design” in its traditional sense no longer encompasses the depth of modern design processes.
In this article, I aim to define what visual communication design is and highlight the unique features of this design field.
So what’s the difference between visual communication design and graphic design?
A graphic designer creates visuals for various purposes, such as designing logos, layout brochures and banners, working on packaging, and creating layouts of varying complexity.
On the other hand, a visual communication designer is more focused on how the audience perceives such graphics. They create visuals based on a communication strategy and work with different media channels.
This type of design is associated with various disciplines such as marketing, design research, copywriting, animation, and editing. The primary goal is to ensure effective information and idea transmission.
Thus, visual communication design can be seen as an evolution and expansion of the field of graphic design.
Visual design is a crucial tool in shaping the initial impression of a product, service, or brand. It simplifies the understanding of complex concepts and imagery. A communication designer excels at communicating on various levels of human perception:
Notice: At this level, we notice the layout, perceiving the general elements like colors, shapes, and textures. Designers employ various graphic techniques to capture attention and create a first impression. The right choice of colors, unique shapes, and textures makes the layout more attractive and memorable.
Interpretation: At this stage, information is interpreted. Designers structure the layout’s content, making it understandable and easily readable. Proper composition of elements, such as headings, subheadings, and markers, facilitates the brain’s analysis and categorization of data.
Understanding: The highest level of perception, where information is linked to semantic structures and associations in memory. Visual communication designers assist people in quickly and accurately grasping the meaning of a message, concept, or the values of a product or company. It’s important to create a clear hierarchy of data, highlight the key idea, and make it accessible to the audience.
Skillset
The skills of a communication designer are quite extensive:
Graphic Design: In addition to working with graphics, fonts, and composition, a communication designer must be able to structure information and visualize infographics. This is particularly relevant when creating various types of presentations, guides, and navigation.
Marketing: Basic skills in audience analysis, understanding their needs and motivations, are essential. In line with the marketing strategy, a designer can effectively interact with the audience, taking into account business goals and task context.
Branding: Proficiency in shaping the image of a project, product, or brand, where graphic elements, including the logo, fonts, and colors, are integrated with other means of communication to create a cohesive visual impression.
A visual communication designer can also effectively apply their skills in various related fields, including web design and animation, where conveying ideas and emotions through visual means motivates users to take action.
Design process
The design process begins with the necessary research and analysis phase, where the designer carefully studies the task and context. Special attention is given to the needs and expectations of the audience to understand how the design can best engage with them.
This stage precedes the development of the concept, including defining key messages and the tone that needs to be conveyed. Afterward, work begins on specific design elements such as color palette, fonts, and composition, taking into account various media on which the design will be used.
It’s crucial to ensure that the final design will effectively engage with the audience on all levels of perception.
I like the evolving and conscious nature of the design field. Design work itself encourages continuous development. If, in design, it’s essential for you to not merely follow current trends but to convey a specific idea and values to the consumer, then turning to the process of visual communication design will enable you to do so effectively.
