Why is Graphic Design So Important?

Graphic design is the face of a project. The visual identity of a book, business, or product has a critical influence on a potential buyer’s first impression. Good design communicates to the preferences, background, values, and needs of the intended target market.

A good book design may say something like, “the author wanted to create a great impression of her work, so she invested in professional design that elevates her content and encourages her target audience to pick it up and read it.” Or a poorly-designed logo may communicate, “this business wanted to save money at the expense of reputation,” or “this company offers budget-friendly services because they don’t spend as much money on professional marketing and branding.”

The success of a design depends upon the results it brings. If a design accomplishes your goals, it’s doing its job. If the design doesn’t attract people in your target market, it’s costing you money.

Besides the aesthetics of a project, the functionality is equally important. If your intended reader is an elderly gentleman, it would not be practical to use a small script font that’s feminine and hard to read. A good designer considers how the end user will interact with the design. Will they be confused by a certain image choice? Will this color communicate the intended mood? Which way will they turn the business card over?

Good design is the perfect blend of form and function. Strategy and purpose must influence the process, and encouraging interaction from the end user is the ultimate goal. Where aesthetics and functionality meet, there is the best design for your project.