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SIGNIFICANCE OF VISUAL ELEMENTS IN BRANDING AND COMMUNICATIONS



The Visual Impact





To sum Branding in one sentence, it is the way of sculpting a brand and give it an identity. But branding includes much more because creating an identity is not an easy job. Amidst space where competition is tough and frequency is insane, standing out from the crowd can get difficult.

Branding helps in getting remembered and grab people’s attention- if it’s done right. It’s what attracts people towards your brand and then slowly turn them into your loyal customer base faction. It’s what you need to create an impact and take your business to the people.



As you now know what is branding, let’s talk about how this identity is created. A brand identity consists of some major elements, of which there are visual elements. The visual entities of your brand begin with the logos, graphics, font designs etc… These are the determiners that speak of your business along with its values, aim and personality.

However, poor visual branding can prove hurtful to your brand’s existence. Adding visual elements create interest amongst the viewers but it is imperative that it is relevant, and it relates to the brand.






Let us see, why you must include visual imageries into your branding and communications to hit the bull’s eye:




Visual: an aid to remembrance



When you launch your brand for the first time, it should be so hard-hitting that people do not forget it- for as long as they are alive. Audience retention should be your prime goal while designing a campaign. When you include visual content, the audience tends to absorb the message more efficiently. As it’s a fact that our brain processes visuals faster and tends to remember it for long.




Visuals facilitate engagement



Apart from effective communication, relevant visuals increase the engagement level with the viewer. For eg: on social media pages like Facebook, status updates with images or videos garner much more attention from the viewer and is likely to stop that post.




Visuals bring out emotions



Creating an emotional connection with your audience helps in building trust and loyalty. With an emotional appeal, you can in a way empathise with your target group. Before creating a message of sentimental value, try to think what exactly you want to communicate with the customers.






Visual help in explanation



As the media to communicate is getting interactive day by day, you now have ample amount of ways to put your message across through visuals. Like infographics, easily catches people’s attention and lets customers understand your message better. One can easily use images or videos to explain the brand’s perspective along with explaining the features of a product.



So, now you know how using visuals help you in communicating a powerful message. Visuals, as a way of communication, lends you the freedom to explore creative space. Another thing you should keep in mind while including the visual element in your branding and communication is to reflect your brand’s values and what it stands for. Be careful not to go over the top or use something totally unrelatable to the brand. Nevertheless, you are always free to let your creativity flow and create something amazing that woos and wows the audience.





​WE ARE VOLUME. AND THAT'S WHAT WE HELP YOU GET IN YOUR BUSINESS

FATIMA ZOHRA HASSAN
Creative Associate
VOLUME



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