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In the digital age, where content is churned out left, right and centre, standing out from the crowd and capturing your audience is more important than ever. 

If you’re wondering how this can be done, there’s one way that stands head and shoulders above the rest, and that’s through great design.

However, knowing you need great design and creating great design are two separate things, and many out there think that they can knock something up and it’ll be fine. But the best way to ensure you have the best chance is to hire a graphic designer. 

But what is a graphic designer, what do they do, and how can one help your business? We take a look below. 

The importance of design and marketing

Before we go into the details of what a graphic designer does, first we need to establish why they’re so important, and the only way to do this is to look at the importance of design within marketing.

With digital being more important than ever, especially in the world of social media, being visual has never been more important when capturing and drawing in an audience. With images being processed 60,000 times faster than words, people tend to spend 10% more time on web images than text, and the better the images, the better the retention, hence the importance of fabulous design.

It’s this design that not only hooks customers but gives them a reason to buy from you while also helping your brand stand apart from everyone else. Overall, great design within marketing can: 

  Help you to establish a brand identity through the look and feel

  Heighten the visibility of your campaigns

  Help to drive conversion and create a better ROI

What is a graphic designer?

Now that we know why you need great design, let’s take a look at what a graphic designer is and does.

Also known as communication design, graphic designers create visual concepts that help to inspire, inform and captivate consumers. This is done through various elements such as illustration, photography, layouts and typography to make your business stand out and be instantly recognisable.

Graphic designers also work across various fields, including print, offline, and online media, meaning they can help you create content pretty much wherever you want it. The types of content can include: 

  Social media

  Blog and website graphics

  Case studies

  Landing pages

  Content upgrades

  Facebook advertisements

  Infographics

  Data visualisation guides

  Slideshow presentations

  Affiliate marketing materials

  eBooks

  Mugs

  Visual ads for Google

  Lanyards

  Mailers

  Coupons

  Invitations

  Badges

  Webinars

  T-shirts

  Office supplies

  Magnets

  Bags

  Postcards

Why you need a digital designer

So, while you can see why you need good design and now know what designers create, you’re probably wondering why you need a graphic designer. Below are several ways that a graphic designer can add value to your business to help it draw in customers and grow.

Creates convenience 

If you need marketing materials created, you don’t have to scramble about to find someone who’s free or get looking for a freelancer, they’re already there, on hand, ready to create something when needed. This is particularly helpful if there’s an immediate design emergency.

Turnaround

When you have someone on hand to create graphics, it means the turnaround is much quicker. This means you can be much more reactive with what you do, rather than having to wait for things to be made. 

They know you

Because your designer will be working closely with your brand on a day-in-day-out basis, they’ll know everything about it. From the goals and the customer, to what images and fonts work, there’ll be no back and forth, wasting time on last-minute decisions. Instead, the sense of ownership felt by the designer will allow them to create something exactly how it needs to be from the get-go for any campaign.

Cohesion

This sense of closeness also means the brand will be far more consistent across everything you do as it all comes from one place, rather than having lots of little things coming from several places.

User experience

Because the designer is closer to the brand, they’ll get to know the customer, as they’ll be with them at every step of the buying process. This means they’ll be able to improve the user experience constantly to ensure the best ROI.

Drives Conversation

Finally, because of all of the above, conversions should increase. This is because everything is being done with the consumer in mind by a person who’s got to know them, which can only be good for business.

We’ve been creating innovative and effective graphic design for an array of clients for many years, and if you’re wondering how graphic design could improve your business, get in touch with Relative today to find out how we can help.

Simon Barlow profile picture

About the author

Simon studied Ba(Hons) Textile/Fashion Design at University of Manchester, starting out in marketing as a designer 26 years ago, when people still used pens – oh the evocative smell of magic markers and cow gum! He is "the oldest member of the team"… by far! But still enjoys Playstation games. A man of habit and routine, when Simon goes into the local coffee shop they just hand him his drink, no need to ask what he wants. A big fan of Prince, the purple one not Harry :) ! And a fan of music in general. As part of the team, Simon oversees the creative work, understand what the clients need and inspires the team.

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