What Does Graphic Design Do?

Graphic design is not just about aesthetics – it’s a strategic tool that influences brand identity, customer engagement, and revenue growth. From branding and marketing materials to digital experiences, businesses must leverage high-quality design to stand out.

In the UK, brands such as Burberry, Marks & Spencer, and British Airways have all built strong brand identities through effective design, proving that visual communication is key to long-term success.

This article explores why graphic design is vital for businesses, the types of branding, and how partnering with OneDigitalCreations can give your brand a competitive edge.

Why Graphic Design is Crucial for Business Success

Visual elements play a huge role in consumer behaviour. Studies show that 90% of information transmitted to the brain is visual, and people remember 65% of visual content compared to only 10% of written content (Source: Nielsen Norman Group).

Let’s explore the five main ways that graphic design contributes to business success.

1. Establishes a Strong Brand Identity

A brand is much more than a logo – it’s about consistency, storytelling, and emotional connection.

For example, Burberry’s check pattern and elegant typography instantly communicate luxury, heritage, and British craftsmanship. Without strong branding elements, a company risks blending into the crowd.

What Makes a Strong Brand Identity?

• Logo – A recognisable symbol representing your brand (e.g., BBC’s minimalist and bold typeface).
• Colour Palette – Colours evoke emotions (e.g., green for sustainability, like The Body Shop).
• Typography – Defines a brand’s tone (e.g., Royal Mail’s bold and readable fonts).
• Visual Elements – Icons, patterns, and imagery that reinforce branding.

Fact: According to a study by Design Council UK, businesses that invest in branding and design outperform their competitors by 200% in revenue growth.

2. Builds Credibility and Trust

According to Stanford Web Credibility Research, 75% of consumers judge a company’s credibility based on website design alone.

A well-designed website, social media page, or brochure instantly creates a professional and trustworthy image. In contrast, poor design can make even the best products look unappealing.

Example of Strong UK Brand Credibility

• British Airways – Uses consistent blue and red branding, reinforcing its British identity and reliability.
• Marks & Spencer – Its sleek black and white typography conveys quality and elegance.

Tip: Businesses should maintain brand consistency across all platforms to strengthen credibility.

3. Enhances Marketing Effectiveness

Graphic design is essential in advertising, social media, and promotional campaigns.

Fact: A study by HubSpot found that visual content receives 94% more engagement than text-only content.

Where Graphic Design Impacts Marketing:

• Social Media Posts – Infographics, animated ads, and high-quality visuals.
• Website Design – Engaging layouts and interactive elements.
• Email Campaigns – Visually appealing newsletters with CTA buttons.
• Brochures & Print Ads – Professionally designed materials boost brand perception.

4. Increases Sales and Revenue

A good design directly influences purchasing decisions. Research from Canva UK suggests that colours alone influence 85% of shopping decisions, while well-designed packaging can increase sales by 30%.

Case Study: Packaging Design and Sales Growth

• Cadbury’s Purple Packaging – Psychological studies show that purple evokes feelings of luxury and nostalgia, which strengthens brand loyalty.
• Waitrose’s Minimalist Packaging – Enhances the perception of premium quality and sustainability.

Key Takeaway: Investing in professional branding and packaging design can significantly boost sales.

5. Improves User Experience (UX) and Engagement

Great design isn’t just about visuals—it’s also about usability. Whether designing a website, app, or marketing material, intuitive layouts and user-friendly navigation are crucial.

What Makes a Great UX/UI Design?

• Clear Navigation – Users should easily find what they’re looking for.
• Responsive Design – Mobile-friendly and adaptable across devices.
• Fast Load Times – Optimised images and well-structured layouts.
• Engaging Visuals – Motion graphics and animations enhance interactivity.

Example: BBC News has a clean, easy-to-read, and highly responsive website, improving engagement and accessibility.

Frequently Asked Questions (FAQs)

How does graphic design impact SEO?

Graphic design affects SEO by improving user experience, reducing bounce rates, and making content more engaging. High-quality visuals, fast-loading images, and structured layouts contribute to better search rankings.

What are the key elements of successful branding?

Successful branding includes a strong logo, a cohesive colour palette, consistent typography, engaging visual elements, and a clear brand message.

How can small businesses benefit from graphic design?

Small businesses can use graphic design to build a professional image, create eye-catching marketing materials, improve customer trust, and stand out from competitors.

How often should a brand update its visual identity?

A brand should refresh its visual identity every 5-10 years or when it undergoes a major shift in business strategy, audience, or market trends.

Understanding Branding and Its Different Types

Before businesses invest in graphic design, they must understand branding and its various forms.

What is Branding?

Branding is the process of creating a unique and memorable identity that differentiates a business from competitors. It includes logos, typography, messaging, and customer experience.

Types of Branding:

• Corporate Branding – Focuses on the entire company (e.g., Virgin Group).
• Product Branding – Used for specific products (e.g., Walkers Crisps vs. Sensations).
• Service Branding – Ideal for service-based businesses (e.g., British Gas).
• Retail Branding – Creates a unique store experience (e.g., Harrods).
• Personal Branding – Branding of an individual (e.g., Richard Branson).

A strong brand identity ensures long-term business success.

Why Choose OneDigitalCreations for Branding and Graphic Design?

With branding and design playing such a critical role in business success, working with an expert team is essential.

Why Work with OneDigitalCreations?

• Custom Branding Solutions – Tailored logo, typography, and colour schemes.
• Website & UX/UI Design – Beautiful, user-friendly websites that convert.
• Marketing & Advertising Design – High-impact social media and ad creatives.
• Packaging & Product Design – Designs that stand out on shelves.
• Motion Graphics & Video Design – Engaging video content that captures attention.

Conclusion

Graphic design is a powerful tool that enhances brand identity, credibility, marketing effectiveness, and sales. Successful UK brands like Burberry, BBC, and British Airways prove that investing in professional branding leads to long-term success.