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How To Use Visual Communication In Business


In business marketing, visual communication entails the use of graphic design to attract more people to your brand. The use of colors, lines, texture, flow, and space are some of the elements of graphic design you should consider when creating your sales and marketing strategies.


Utilizing Visual Communication

The aim of using visual communication is to keep the target audience engaged, maintain good customer relationships, build loyalty, and close more sales. In this article, you’ll learn how to use visual communication in your business.

1. Customize Merchandise Design For Your Brand

You can create and personalize your merchandise as a part of your brand marketing campaign. Some examples include custom-printed shirts, pens, bags, and mugs that are usually used as giveaways, surprise gifts, corporate tokens, and freebies.

Here’s how you can use customized items in visual communication for your business:

  • Introduce Your Brand: Giving away branded merchandise on your store opening or new product line launching is one way to introduce your brand or business to your target audience.
  • Connect With Your Audience: People find branded items as a form of incentive, so they’ll likely listen to your instructions and announcements. Of course, if you want your customized items to relate with your audience, offer something high-quality, useful, and worth keeping.
  • Brand Marketing: You can have your logo engraved, printed, or embroidered on branded merchandise related to your business. You can find a reputable company that can help you design and create custom items for your brand marketing such as Shop Strange and others.

2. Incorporate Visual Elements To Your Content

Do you have a blog? If yes, then you know the importance of visual elements to the sea of text. Long and all-text web content is dull, boring, and tedious to read. So it’s a must to incorporate visual elements to your articles if you want your target audience to read until the last sentence.

Here’s how you can incorporate visual elements into your content:

  • Using High-Definition Images: If you’re a newbie to visuals, you can start with including HD images you can source online via stock photos or taking your images. The shots should be professional and captivating to appeal to consumers. As much as possible, your pictures should include people’s faces to drive emotion.
  • Creating Video Animation: Animation isn’t only applicable to child-friendly websites. Having a theme is a great way to connect with your audience, giving them a fun feel.
  • Proper Layout And Space: You don’t want to crowd your website with too many images or videos. Make sure to strike a good balance between empty and filled spaces in your web pages to avoid an eyesore. Using white or negative space provides time for your audience to pause, digest the meaning of the paragraph, and rest before heading to the next set of text.

3. Define Your Preferred Technology

Do you want to show your audience that your business is always on top of the latest trends and technological innovations? If yes, you can use visual communication to show how technologically competent your business is among your competitors.

Here are some examples of the latest visual communication methods you can use to show technology to your target audience:

  • Three-Dimensional Product Images: If you’re into the e-commerce business, you can take advantage of using 3D product images, allowing your online visitors to investigate the color, surface, and shape of an item or product you sell. With this immersive experience, they can easily imagine themselves using the item. In this way, you can position your business as a trendsetter, separating your online business from others.
  • Incorporate A Product Configurator Tool: This tool enables your potential customers to design their own products and seek your services to make them come true. A product configurator tool is useful if you’re offering customized products and services such as custom jewelry.
  • Augmented Reality (AR): There are many benefits of augmented reality in retail and e-commerce. AR allows online shoppers to preview how a furniture piece in their homes on a full scale. For instance, if a shopper is planning to buy a sofa, the buyer can preview how the set looks like in the living room by using AR.

4. Create In-Store Signages And Displays

If you have a brick-and-mortar store, you need to have appealing signages and product displays to capture people’s attention. Just imagine the number of people passing by your store. How many of them pay a closer look into your storefront display? How many of them enter to ask for more details about your product?

Check the following ways you can use visual communication in your brick-and-mortar business:

  • Captivating Signages: Printed signages are relatively cheap and perfect for stalls and retail businesses. They can withstand harsh weather conditions and you don’t need to worry about electricity and internet connectivity. On the other hand, digital signages may require a power source, but they’re stunning to look at, especially at night time.
  • Installing A Giant Smart TV Screen: You can install a big smart TV screen in your storefront and play a video of your products and services. It’s a great way to upgrade your static displays to something new and a more detailed presentation.
  • Virtual Reality (VR) Capability: VR can be beneficial for your brick-and-mortar business. For instance, if you sell clothes and apparel, your customers can view themselves trying the item without actually wearing it through VR.

5. Have Compelling Visuals To Boost Social Media Presence

Visual communication is popular in social media channels. Great photos and videos can become viral and make your brand famous in just a matter of hours or days. Hence, many businesses invest a lot in improving their visuals on social media.

When social media users find your graphics appealing, they’ll likely ask for more details and engage with your brand. They’ll even follow your page and share them with their family and friends.

So how do you use visual communication to boost your social media presence and communicate with more users? Here are some tips:

  • Hold A Contest: You can ask your followers to post their best photos holding or using your product and share them with their family and friends to win cool prizes.
  • Create An Album Or Gallery: Let your carousel photos tell your brand’s story to your target audience. Compile your best company photos and create an album such as your employees pitching sales or rendering services to show social proof to your audience.
  • Upload Inspiring Videos: Make sure to keep your social media videos relevant, helpful, and inspiring. Steer away with themes that can cause disparity and criticism such as politics, religion, race, and gender issues.

6. Make Your Product Packaging Stand Out

Your products represent your company. Therefore, you should think of the most effective product packaging design and material that’ll appeal to your target customers. Put yourself in your customers’ shoes. What makes you choose and buy a product on a big display shelf?

Avoid the guesswork. Make sure to conduct market research and test results. Interview your loyal customers to find out what they love about your packaging. In this way, you can improve your design and drive more customers to your business.

Other Steps To Consider

You’ve just learned the important tips on how you can use visual communication in your business in terms of sales and marketing. But how should you go about the process?

Here’s a step-by-step guide on using visual communication as you apply the ideas above within your organization:

  • Brainstorm With Your Team

Meet your marketing team and get their insights or suggestion about the best visual elements to include in your next campaign. More than anyone, your frontline employees or sales representatives can provide the best ideas because they know what customers prefer and need.

  • Work With A Graphic Designer

Find and hire a graphic designer to make your visual ideas come to life. You can seek the services of a printing company to create your branded and supply merchandise. Also, you can consider outsourcing freelance designers to have a lower cost by paying them per output.

  • Incorporate The Design To Your Business

As mentioned, you can include visual elements in your website, social media pages, and your physical store. By doing so, your brand is present and active in both online and offline marketing channels.

  • Testing

Before you proceed with the full-blown manufacturing, make sure to conduct an A/B or split testing to see if your equipment is working properly. This step is important if you’re designing your product packaging.


Visual communication consists of many interconnecting elements, techniques, and principles. Once you’ve found the right formula for your business, you’ll have more people visiting your physical store or engaging with your website, which means more revenue for your business.

More than the profits, you can also nurture customer relationships for long-term loyalty and establish yourself as an industry leader because of your technological advantages when it comes to visual communication. You can attain your business goals by boosting your strategies guided by the tips above.