GRAPHICS

/COMMUNICATION DESIGN
COMMUNICATION USING GRAPHIC ELEMENT
NIRMALA ARALEKAR | ELECTIVE | 11/10/2024
WHAT IS GRAPHIC DESIGN
Graphic communication as the name suggests
is communication using graphic elements. These elements include
symbols such as glyphs and icons, images such as drawings and
photographs, and can include the passive contributions of substrate,
colour and surroundings. It is the process of creating, producing, and
distributing material incorporating words and images to
convey data, concepts, and emotions.[1]

The field of graphics communications encompasses all phases of the

graphic communications processes from origination of the idea
(design, layout, and typography) through reproduction, finishing and
distribution of two- or three-dimensional products or electronic
transmission.

Graphic design is the art and practice of creating visual content to

communicate messages. It involves the use of images, typography,
colors, and layout techniques to convey information in an aesthetically
pleasing and effective manner. Graphic designers work on various
types of projects, including:

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 INDEX

WHAT IS GRAPHIC DESIGN

OVERVIEW
HISTORY
PRINCIPLES OF GRAPHIC DESIGNS
TYPES OF GRAPHIC DESIGN
KEY COMPONENTS IN GRAPHIC DESIGN
SOFTWARE USED IN GRAPHIC DESIGN
TOOLS IN GRAPHIC DESIGN
EXAMPLES OF GRAPHICS DESIGN
DIFFERENT TYPES OF STRATERGIES
WHY DOES GRAPHIC DESIGN MATTER
HOW TO USE GRAPHIC DESIGN IN WORKPLACE
CONCLUSION

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OVERVIEW
Graphic Communications focuses on the technical aspects of
producing and distributing items of visual communication. This
includes technical aspects associated with the production of tangible
items such as books, magazines and packaging, as well as digital items
such as e-newsletters, interactive apps, websites, video and virtual
reality applications.

Graphic communication involves the use of visual material to relate

ideas such as drawings, photographs, slides, and sketches. The
drawings of plans and refinements and a rough map sketched to show
the way could be considered graphical communication.

Graphic Design focuses on development of concepts and creation of

visuals. This includes instruction regarding elements and principles of
design, typography, image editing, web and video production, etc.[2]

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Any medium that uses a graphics to aid in conveying
a message, instruction, or an idea is involved in graphical
communication. One of the most widely used forms of graphical
communication is the drawing.

In the prehistoric period, communication was done visually and

aurally and involved touching, either delicately or forcefully, as well as
movements and gestures.[4] The earliest graphics known to
anthropologists studying prehistoric periods are cave paintings and
markings on boulders, bone, ivory, and antlers, which were created
during the Upper Paleolithic period from 40,000 to 10,000 B.C. or
earlier. Many of these played a major role in geometry. They used
graphics to represent their mathematical theories such as the Circle
Theorem and the Pythagorean theorem.

The history of graphic design spans thousands of years and has evolved
significantly alongside advances in technology, art, and
communication. Here's an overview of the major stages in the history
of graphic design:

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Prehistoric and Ancient Graphic Design

- Prehistoric Times*: The earliest forms of graphic communication

can be seen in cave paintings and petroglyphs (rock carvings), dating
back to around 38,000 BCE. These early visual symbols were used to
convey information, tell stories, or express beliefs.

- *Ancient Civilizations*: The Egyptians created hieroglyphics, a

system of pictorial symbols, around 3,000 BCE. The Greeks and
Romans developed alphabets, and the Romans were known for their
use of carved stone inscriptions, such as the Trajan’s Column, which
used sophisticated typography.

2. Middle Ages (500–1400)

- During the Middle Ages, the production of illuminated manuscripts

became a significant art form. Monks would meticulously copy and
decorate religious texts with detailed illustrations, calligraphy, and
ornate borders.

- *Scribes and calligraphers* played a critical role in preserving and

transmitting knowledge, creating elaborate, hand-drawn books that
were valuable and rare.

3. Renaissance and the Invention of the Printing Press (1400–1600)

- Johannes Gutenberg’s Printing Press (1440s): One of the most

pivotal moments in graphic design history was the invention of
movable type by Gutenberg. His printing press revolutionized the
production of books and allowed for mass communication, making
printed materials accessible to a wider audience.

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 - Typography flourished during this period, with the development of
typefaces like *Garamond* and *Baskerville*, which are still used
today.

- Artists like *Albrecht Dürer* in the 16th century created woodcut

prints and copper engravings, adding a new level of detail to printed
illustrations.

4. *The Industrial Revolution (1700s–1900s)

- The Industrial Revolution brought new technologies, including

lithography (invented in 1796), which allowed for faster and more
efficient reproduction of images. This era also saw the birth of
advertising as businesses began to use posters, flyers, and printed ads
to promote their products.

- *Victorian Design*: In the 19th century, Victorian design was

characterized by ornate, highly decorative styles, with elaborate
typography and intricate illustrations. Chromolithography (color
printing) became widely used during this period.

5. The Arts and Crafts Movement (Late 1800s)

- In response to the mass production of goods during the Industrial

Revolution, the Arts and Crafts Movement, led by *William Morris*,
emphasized craftsmanship and quality in design. Morris’s work in
book design, typography, and textile patterns played a significant role
in shaping modern graphic design.

6. Modernism and the Early 20th Century

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 - *Bauhaus (1919–1933): The Bauhaus school in Germany was a major
influence on modern graphic design. It promoted the idea of
functionalism and minimalism, focusing on clean lines, geometric
shapes, and the integration of form and function. Designers like
**Herbert Bayer* and *László Moholy-Nagy* pushed the boundaries of
typography and layout design.

- *Art Nouveau (1890–1910)*: This movement featured organic forms,

flowing lines, and floral motifs, influencing poster design, architecture,
and typography.

- Art Deco (1920s–1930s): Art Deco was characterized by bold,

geometric shapes and a luxurious, streamlined aesthetic. It had a
significant impact on poster and advertising design, as seen in the
work of artists like **A. M. Cassandre.

7. Post-War Graphic Design (1940s–1960s)

- After World War II, graphic design became more professionalized.

The development of *corporate identity* and branding, led by
designers like *Paul Rand* (who created logos for IBM, ABC, and UPS),
became a central focus in the industry.

- The *International Typographic Style, or Swiss Style, emerged in

the 1950s, characterized by clean, sans-serif typefaces (like
**Helvetica), grids, and a focus on simplicity and clarity. Designers
such as **Josef Müller-Brockmann* and *Armin Hofmann* were key
figures in this movement.

8. *Late 20th Century: Digital Revolution (1980s–1990s)*

- The introduction of personal computers and software like *Adobe

Illustrator (1987)* and *Photoshop (1988)* radically transformed
graphic design. Designers could now create complex digital

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compositions, work faster, and experiment more freely with
typography, color, and layout.

- The 1990s saw the rise of *web design*, as the internet became
more widely accessible. Designers had to adapt their skills for digital
media, balancing aesthetics with functionality for websites and digital
interfaces.

9. *21st Century and Contemporary Graphic Design*

- *User Interface (UI) and User Experience (UX) Design* have

become central to graphic design, focusing on designing for digital
products like websites, apps, and interactive platforms.

- *Minimalism* and *flat design* became popular in the 2010s, with

designers focusing on clean, simple layouts that prioritize usability and
readability.

- The rise of *social media* and digital marketing has created new
opportunities for graphic design, with an increasing demand for
engaging visuals, infographics, motion graphics, and animations.

- Advances in technology, including *3D design, **virtual reality

(VR), and **augmented reality (AR)*, continue to push the boundaries
of graphic design today.

Graphic design has evolved from hand-drawn symbols and books to a

dynamic field that shapes how we interact with brands, products, and
information in both physical and digital spaces.

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PRINCIPLES OF GRAPHIC DESIGN
The principles of graphic design are essential guidelines that help
designers create visually balanced and effective designs. These
principles ensure that the design communicates the intended message
clearly and in an aesthetically pleasing way. Here are the key
principles:

1. *Balance*

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 - Refers to the distribution of visual weight within a design. Balance
can be *symmetrical* (equal distribution of elements on both sides of a
design) or *asymmetrical* (unequal distribution of elements that still
creates a sense of balance).

- Example: A centered logo with evenly distributed text and images.

2. *Contrast*

- Involves using opposing elements (such as colors, sizes, or shapes)

to make specific parts of the design stand out. Contrast draws
attention and highlights key information.

- Example: Using dark text on a light background or bold font next to

a thin font.

3. *Alignment*

- Refers to how elements in a design are arranged relative to each

other. Proper alignment creates a cleaner, more organized look and
helps guide the viewer’s eye through the content.

- Example: Text aligned to a grid or baseline to ensure visual

coherence.

4. *Hierarchy*

- This principle organizes elements to establish their importance.

Larger, bolder, or more colorful elements will naturally attract
attention first, while smaller or less prominent elements come later.

- Example: A headline that is larger and more noticeable than the

body text.

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5. *Repetition*

- Repetition strengthens a design by creating consistency and unity.

Repeating visual elements (such as colors, shapes, or fonts) ties
different parts of a design together and helps with brand recognition.

- Example: Using the same color palette across all pages of a website.

6. *Proximity*

- Related elements should be placed close to each other to visually

connect them. Proximity helps organize information and reduces
clutter in a design.

- Example: Grouping related text and images together to form a

cohesive section.

7. *White Space (Negative Space)*

- White space refers to the empty areas around elements in a design.

It gives a design room to "breathe," improves readability, and prevents
the design from feeling overcrowded.

- Example: Leaving space around a logo or between text blocks for

better clarity.

8. *Unity*

- Unity ensures that all elements of a design work together

harmoniously. It creates a sense of cohesiveness, making the design
feel complete and balanced.

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 - Example: Using a consistent style of illustrations, fonts, and colors
throughout a design.

9. *Emphasis*

- This principle is about highlighting the most important part of the

design. Emphasis can be achieved through contrast, color, or size to
direct the viewer's attention to a specific area.

- Example: A brightly colored button on a website’s landing page.

10. *Movement*

- Movement refers to the way a viewer’s eye naturally travels through

a design. Designers use visual cues, such as lines or shapes, to guide
the viewer’s attention in a specific direction.

- Example: A diagonal line leading the viewer’s eye from the top of
the design to the bottom.

Together, these principles help graphic designers create visually

compelling designs that communicate effectively and resonate with
their audience.

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TYPES OF GRAPHIC DESIGN
There are several types of graphic design, each focusing on a specific
area of visual communication. Here are the main types:

1. *Visual Identity Graphic Design*

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 - Focuses on creating the visual elements that represent a brand or
company, such as logos, color schemes, typography, and brand
guidelines.

- Example: Logos, business cards, letterheads, and brand style guides.

2. *Marketing & Advertising Graphic Design*

- Used to promote products or services and drive consumer

engagement through visuals and layout.

- Example: Social media ads, posters, banners, brochures, and email

campaigns.

3. *User Interface (UI) Graphic Design*

- Focuses on the look and feel of a user interface, ensuring that

digital tools, websites, and apps are visually appealing and easy to use.

- Example: Website design, mobile app design, and software

interfaces.

4. *Publication Graphic Design*

- Deals with the layout and visual design of printed materials such as
books, magazines, newspapers, and eBooks.

- Example: Magazine layouts, book covers, newsletters, and catalog

designs.

5. *Packaging Graphic Design*

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 - Focuses on designing product packaging that is not only functional
but also attractive and communicates the brand’s message.

- Example: Food packaging, labels, and product boxes.

6. *Motion Graphic Design*

- Involves the use of animated elements to create engaging video

content, commonly seen in television, film, social media, and
advertisements.

- Example: Animated logos, explainer videos, or video intros.

7. *Environmental Graphic Design*

- Combines graphic design with architecture and interior design to

enhance the physical environment. This can include signage, murals,
and exhibition design.

- Example: Wayfinding systems, museum exhibit design, and retail

store design.

8. *Art and Illustration for Graphic Design*

- While often separate from traditional graphic design, art and

illustration involve creating original artwork for use in a variety of
projects.

- Example: Custom illustrations for posters, t-shirt designs, album

art, or book covers.

9. *Corporate Graphic Design*

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 - Focuses on creating materials for internal communications,
corporate reports, presentations, and other business-related design
tasks.

- Example: Annual reports, corporate presentations, and

infographics.

Each type of graphic design requires a unique skill set and

understanding of different design principles to effectively
communicate ideas visually.

KEY COMPONENTS IN GRAPHIC DESIGN

Key Components of Graphic Design:

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Typography: The style, arrangement, and appearance of text, which
plays a crucial role in communicating the message and setting the
tone.

Imagery: Photos, illustrations, icons, and other visual elements used to

engage the audience and support the message.

Color: The strategic use of color to evoke emotions, highlight

information, and maintain brand identity.

Layout: How elements are arranged within a design to create structure,

guide the viewer’s eye, and ensure balance.

Visual Hierarchy: Organizing elements in a way that clearly indicates

their importance, ensuring that the most critical information stands
out.

Tools of Graphic Design:

Graphic designers commonly use software like Adobe Photoshop,

Illustrator, and InDesign, among others, to create their work. More
recent tools include Figma for web design and Canva for beginners.

Applications of Graphic Design:

Branding and Logo Design: Creating logos and brand visuals that
represent a company's identity.

Web and Mobile Design: Designing visually appealing and functional

layouts for websites and mobile apps.

Print Design: Designing for printed materials such as brochures,

business cards, posters, and books.

Packaging Design: Crafting the visual aspects of product packaging to

attract customers and communicate product information.

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Advertising and Marketing: Creating visuals for online ads, billboards,
social media, and more.

In today's world, graphic design is essential for effective

communication in both digital and traditional formats, playing a key
role in shaping the visual language of businesses, media, and
technology.

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SOFTWARES USED BY GRAPHIC DESIGNERS
Graphic designers use a variety of software to create and manipulate
designs, whether for print, digital, or multimedia purposes. Here's a
list of popular graphic design software:

1. *Adobe Creative Cloud Suite*

- *Adobe Photoshop:* Industry standard for photo editing, digital

painting, and raster-based design.

- *Adobe Illustrator:* Vector-based design tool used for logos,

illustrations, and typography.

- *Adobe InDesign:* Used for layout design in print and digital

publishing (magazines, brochures, etc.).

- *Adobe XD:* A UI/UX tool for designing and prototyping user

interfaces and experiences.

- *Adobe After Effects:* Used for motion graphics, video effects, and
animation.

- *Adobe Lightroom:* For photographers, focused on editing and

organizing large quantities of images.

2. *CorelDRAW*

- Vector-based design tool similar to Adobe Illustrator, known for its

user-friendly interface and versatile illustration tools.

3. *Sketch*

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 - A vector-based tool popular in UI/UX design, used primarily for
designing websites and mobile apps.

4. *Figma*

- A collaborative UI/UX design tool that allows multiple designers to

work on the same project simultaneously, primarily for wireframing
and interface design.

5. *Affinity Designer*

- A cost-effective alternative to Adobe Illustrator, used for vector and

raster design. Known for its fast performance and clean interface.

6. *Canva*

- Web-based design software, known for its ease of use and pre-made
templates. Great for beginners or for creating quick designs such as
social media posts and presentations.

7. *Inkscape*

- Free, open-source vector design software, similar to Adobe

Illustrator. Useful for creating scalable designs like logos and icons.

8. *GIMP (GNU Image Manipulation Program)*

- A free, open-source alternative to Photoshop. While not as

powerful, it provides a wide range of image editing and retouching
tools.

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9. *Procreate*

- A popular iPad app for digital painting and illustration, known for
its intuitive interface and versatility for hand-drawn art.

10. *Blender*

- Primarily a 3D modeling and animation software, but it’s also used

for creating 3D graphics and some motion graphics work.

11. *Gravit Designer*

- A free vector-based design software, ideal for graphic design,

illustration, and web/app design, with a browser-based option.

12. *Piktochart*

- A web-based tool for creating infographics, presentations, and

reports. Useful for data visualization and communication.

13. *Cinema 4D*

- A 3D modeling, animation, and rendering software, often used in

motion graphics and design projects involving 3D elements.

14. *Autodesk Maya*

- Advanced 3D animation software, mostly used for complex visual

effects, animation, and motion graphics.

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Each of these tools has strengths suited for specific tasks, and many
designers use a combination depending on the project.

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TOICS IN GRAPHICS COMMUNICATION
Graphics

Graphics are visual presentations on some surface, such as a

wall, canvas, computer screen, paper, or stone to brand, inform,
illustrate, or entertain. Examples are photographs, drawings, line
art, graphs, diagrams, typography, numbers, symbols, geometric desig
ns, maps, engineering drawings, or other images. Graphics often
combine text, illustration, and color. Graphic design may consist of the
deliberate selection, creation, or arrangement of typography alone, as
in a brochure, flier, poster, web site, or book without any other
element. Clarity or effective communication may be the objective,
association with other cultural elements may be sought, or merely, the
creation of a distinctive style.

Graphics can be functional or artistic. The latter can be a recorded

version, such as a photograph, or an interpretation by a scientist to
highlight essential features, or an artist, in which case the distinction
with imaginary graphics may become blurred.

Communication

Communication is the process whereby information is imparted by a

sender to a receiver via a medium. It requires that all parties have an
area of communicative commonality. There are auditory means, such
as speaking, singing and sometimes tone of voice, and nonverbal,
physical means, such as body language, sign
language, paralanguage, touch, eye contact, by using writing.
Communication is defined as a process by which we assign
and convey meaning in an attempt to create shared understanding.
This process requires a vast repertoire of skills
in intrapersonal and interpersonal processing, listening, observing,
speaking, questioning, analyzing, and evaluating. If you use these
processes it is developmental and transfers to all areas of life: home,

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school, community, work, and beyond. It is through communication
that collaboration and cooperation occur.[5]

Visual communication

Visual communication as the name suggests

is communication through visual aid. It is the conveyance of ideas and
information in forms that can be read or looked upon. Primarily
associated with two dimensional images, it
includes: signs, typography, drawing, graphic design, illustration,
colour and electronic resources. It solely relies on vision. It is a form
of communication with visual effect. It explores the idea that a visual
message with text has a greater power to inform, educate or persuade a
person. It is communication by presenting information through Visual
form. The evaluation of a good visual design is based on measuring
comprehension by the audience, not on aesthetic or artistic preference.
There are no universally agreed-upon principles of beauty and
ugliness. There exists a variety of ways to present information visually,
like gestures, body languages, video and TV. Here, focus is on the
presentation of text, pictures, diagrams, photos, et cetera, integrated
on a computer display. The term visual presentation is used to refer to
the actual presentation of information. Recent research in the field has
focused on web design and graphically oriented usability. Graphic
designers use methods of visual communication in their professional
practice.

Communication design

Communication design is a mixed discipline between design and

information-development which is concerned with how intermission
such as printed, crafted, electronic
media or presentations communicate with people. A communication
design approach is not only concerned with developing
the message aside from the aesthetics in media, but also with creating
new media channels to ensure the message reaches the target

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audience. Communication design seeks to attract, inspire, create
desires and motivate the people to respond to messages, with a view to
making a favorable impact to the bottom line of the commissioning
body, which can be either to build a brand, move sales, or for
humanitarian purposes. Its process involves
strategic business thinking, utilizing market research, creativity,
and problem-solving.

Graphic design

The term graphic design can refer to a number of artistic and

professional disciplines which focus on visual communication and
presentation. Various methods are used to create and combine
symbols, images and/or words to create a visual representation of ideas
and messages. A graphic designer may use typography, visual
arts and page layout techniques to produce the final result. Graphic
design often refers to both the process (designing) by which the
communication is created and the products (designs) which are
generated.

Common uses of graphic design include magazines, advertisements,

product packaging and web design. For example, a product package
might include a logo or other artwork, organized text and pure design
elements such as shapes and color which unify the
piece. Composition is one of the most important features of graphic
design especially when using pre-existing materials or diverse
elements.

Graphical representation

The term representation, according to O'Shaughnessy and Stadler

(2005), can carry a range of meanings and interpretations. In literary
theory representation is commonly defined in 3 ways.

To look like or resemble

To stand in for something or someone

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To present a second time to re-present

Representation, according to Mitchell (1995), began with early literary

theory in the ideas of Plato and Aristotle, and has evolved into a
significant component of
language, Saussurian and communication studies. Aristotle discusses
representation in 3 ways:[7]

The object: The symbol being represented.

Manner: The way the symbol is represented.

Means: The material that is used to represent it.

The means of literary representation is language. The means of

graphical representation are graphics. Graphical representation of data
is one of the most commonly used modes of presentation. The purpose
of graphical communication is transfer message or information to the
receiver in effective way. When professional organizations prepare
reports, they usually use the mode of graphical presentations.

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EXAMPLES OF GRAPHIC COMMUNICATION
Visual communication is a powerful tool that uses images, symbols
and graphics to convey information and ideas. It’s like showing
someone a picture instead of just telling them a story.

Here are some examples of visual communication:

Infographics: These combine visuals and text to present complex data

in a clear and concise way. For example, an infographic could show the
population growth of different countries over time using a
combination of charts and illustrations.

Videos: Videos can be used to demonstrate processes, explain

concepts, or tell stories in a visually engaging manner. For instance, a
video tutorial could demonstrate how to change a flat tire, while a
promotional video could tell the story of a brand’s mission and values.

GIFs: Animated GIFs can add movement, humor, or emotion to your

content. For example, a GIF of a dancing cat could be used to add a
playful element to a social media post.

Emojis: Emojis can be used to express emotions or ideas in a concise

and visually appealing way. For example, a thumbs-up emoji could
indicate approval or agreement.

Photographs: Photographs can capture real-world scenes and tell

stories or convey emotions. For instance, a photo of a child playing in a
field could evoke feelings of joy and innocence.

Illustrations: Illustrations can be used to represent ideas, concepts, or

emotions in a creative and visually appealing way. For example, an
illustration of a dragon could be used to represent power and mythical
creatures.

Diagrams: Diagrams can be used to visualize relationships between

different elements or concepts. For example, a flowchart could show

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the steps involved in a process, while a Venn diagram could illustrate
the similarities and differences between two groups.

Charts: Charts can be used to represent data in a visual format, such

as bar charts, pie charts, or line charts. For example, a bar chart could
show the sales figures for different products, while a line chart could
illustrate the trend of stock prices over time.

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Different types of visual communication
strategies across industries
Nonprofit organizations

− Nonprofit organizations often combine data visualization

and visual storytelling to gain the trust of their audiences and
establish the credibility of their organization.

− This might take the form of a statistical infographic or an impact

report that they share with their donors and supporters:

-They may also create public-facing

informational posters or brochures to build awareness around
their organization and foster support for their cause.

− Another place where visual communication is key for larger

nonprofits is to update stakeholders on campaign or research
results. These reports often combine storytelling with data
visualization to inform and convince.

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WHY DOES GRAPHIC COMMUNICATION
MATTER
Visuals can help create understanding where words alone cannot.

They can help bridge the gap between concepts and words, especially
when appealing to an audience with diverse needs and backgrounds.

It’s clear that visual communication is top-of-mind for many. When

we surveyed marketers about their use of visual content, 74% of the
marketers we surveyed stated that more than 70% of their content
contained some form of visual.

Plus, it’s been demonstrated time and time again that in addition to
making information more engaging, visuals can actually help with the
comprehension of information.

But when should you consider making your content more visual?

You can use visual communication to:

• Engage your audience

• Communicate complex information

• Tell a story and convey emotion

• Simplify information

• Communicate the impact of your data

Let’s take a look at how this can apply in the workplace.

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How to use visual communication in the
workplace
You might think that visual communication isn’t really necessary in
your day-to-day work.

But visuals, in the right hands, can be used as a tool to influence

what your audience pays attention to, thinks about, and
understands.

1. How to make boring topics engaging

Creating engaging content that shows the value of your business

can be a challenge when you work in a “boring” or technical
industry like finance, business development, engineering or
healthcare.

But it’s this kind of challenge where visual communication shines.

Creating unique visuals can help you position yourself as the
innovative solution in the market.

Here are some simple strategies to consider:

Use stylized icons to make technical information feel concrete

and approachable

This infographic about credit card merchant processing, for

example, takes advantage of a playful icon style and a modern
design treatment to capture your attention and keep you reading.

This might be the perfect way to signal to young business owners

that you’re different from the traditional big banks, and that you’re
right for them. It feels so much more approachable than a wall of
text on a web page.

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Just applying some basic visual communication strategies can make
this “boring” technical information a bit more accessible and
relatable to your target audience—ready to boost engagement on
social media, your blog, or your newsletter.

Use visual metaphors to get your audience thinking

Visual metaphors are another way to make old ideas feel fresh and
exciting, and can even help foster deeper understanding of your
subject matter.

The use of women running in the infographic below, for example,

helps me think about NPS scores in a new way:

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By allowing the visual presentation to drive how you position the value
of your product or service, you can find new ways to reach your
customers.

To sum up, here are some visual communication tips for how to
make boring topics engaging:

• Use visuals and icons to make technical information feel

approachable

• Choose a graphic design style that will resonate with your target
audience

• Think outside of the box: use a unique visual presentation to get

your audience thinking

If your visual presentation is unique, your information doesn’t have to

be revolutionary to give you an edge over your competitors.

2. How to communicate process changes and improvements

Being able to quickly re-align your team on process changes has never
been more important.

Visuals can make processes easier to understand and more memorable.

They can also help boost employee alignment and engagement.

Here’s how you can use process documentation to help align your
team.

Show both high-level and low-level changes with hierarchical

process diagrams

Breaking down processes into discrete visual steps can make new
processes much easier to grasp.

And breaking down steps into even smaller sections can help you
communicate both high-level concepts and specific details in the same
place, like in this process diagram below.

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Providing these process documents to employees can help quickly
align teams on new strategies, like an action plan to address a crisis or
a shift into a new market, while also acting as a reference point in the
future.

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Provide presentation slides as a post-meeting reference guide

With remote work becoming the norm, you likely spend many of your
days in back-to-back Zoom calls.

If you’re holding a meeting to discuss major process changes or

company updates, it may be worth your while to whip up some quick
meeting slides to help clarify changes and ensure your team is aligned.

Including a slide deck can help reinforce the importance of what’s

discussed, and act as a reference when your team digs into their work.

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Provide checklists to help your team keep track of complex
processes

Providing a checklist of steps for your team to follow can help you
delegate work with confidence, while giving your team the confidence
to know that they’re doing things right.

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Checklists are particularly helpful for communicating complex or
proprietary internal processes, as they can help remove any anxiety
from the process.

Build out a library of internal training documents that you can

update periodically

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Building out a library of training documents, while it might take a bit
of time up front, can really save time and money in the long run,
because a team that’s aligned is a team that’s productive.

Onboarding guides, FAQs for new employees (like the fun onboarding
FAQs below), and other process documentation can all help make
remote onboarding easier, and help new employees feel comfortable
and in control.

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HR onboarding checklists can help avoid the headache of overlooked
paperwork and unclear expectations. Having one checklist for the
employee and one for your HR department will help keep everyone
aligned and on top of their tasks.

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If you’re ramping up to hire a mass of new employees, it may even be
worth rethinking the design of your offer letter. After your new
employee signs, you can send on their package of matching
onboarding documents.

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And once you create those documents, they should be easy to update
and disseminate to new and existing team members, making your job
even easier.

To summarize, here are your tips for communicating process

changes on the fly:

• Show high- and low-level changes with hierarchical process

diagrams

• Provide presentation slides as a post-meeting reference guide

• Help your team keep track of changes with checklists

• Build a library of internal training documents that you can

update periodically

3. How to simplify complex information with visuals

Perhaps the most powerful use of visual communication is to simplify

complex information.

Just take this image that HubSpot posted on Twitter recently, for
example. With one simple visual, they manage to position their
product as the perfect solution to three problems experienced across
three different teams:

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Source

This doesn’t just work for external communications on social media.

It can be the perfect approach for consultants looking to effectively

communicate their ideas and strategies to clients, in a quick and
digestible way.

Or B2B organizations in technical fields looking to demystify the

products and services they offer to differentiate from their
competitors, without using a ton of technical language:

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Or healthcare organizations looking to make recommendations clear
to patients:

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The four key steps for simplifying complex information with
visuals are:

• Remove as much text as possible

• Use shapes like circles and rectangles to indicate groupings

• Use lines and borders to indicate flows and relationships

• Use color and size to draw attention to key information

4. How to visualize data and insights

Effective data visualization does more than just display some data from
a spreadsheet.

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It should communicate insights and capture ideas. It should
communicate the why behind the trends.

It should help you answer the question often asked by busy people
with competing demands: why should I care?

Use the right chart for your data and your goal

The first thing to consider when visualizing data is what visual form
will best communicate your insight.

At Venngage, we’ve developed the ICCOR method to help you choose

the best charts for your infographic. The ICCOR method is a
framework aimed to help you use a visualization type that aligns with
your communication goal.

Your communication goal might be to:

• Inform: convey a single important message or data point that

doesn’t require much context to understand

• Compare: show similarities or differences among values or parts

of a whole

• Show Change: visualize trends over time or space

• Organize: show groups, patterns, rank or order

• Reveal Relationships: show correlations among variables or

values

Each of these different goals will be best communicated with a

different type of chart.

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For example, icons arrays (also called ‘pictograms’) have been shown to
be more effective than bar or pie charts for communicating risk, which
is particularly important for healthcare providers and public health
workers who want to support good decision making in their patients.

Bar charts, on the other hand, are perfect for handling larger amounts
of data and highlighting comparisons between sets of data, which
might be more important for those working in finance:

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For access to professional templates, and a simple editor to
visualize financial information, check out: Venngage for Finance

Choosing a chart is just one part of the process. How do you actually
make an impact with your data?

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Tell a story with your data to inspire your audience

A plain old bar graph won’t do much to inspire your audience. But a
creative combination of charts, visuals, text, and statistics that tells a
story can.

By highlighting the right numbers and pulling in text and other

visuals, you can show the impact of your organization in a more
holistic way, and tell the story behind the data.

Storytelling with data is as much about crafting a narrative as it is

about understanding and communicating the insights in your data.

The first step to crafting your narrative is understanding your

audience. Think about:

• What’s going on in their lives?

• What knowledge do they have on the subject?

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 • What context do they need from you?

Once you understand your audience, it should be easy to pull out the
insights that will make an impact, and present them in an impactful
way. That’s the difference between an engaging design and your
standard Excel chart.

Another common practice in data storytelling is the use of icon

stories to draw viewers in and make abstract ideas more concrete.

Take this report from UNICEF, for example. The simple, universal
icons are combined in different ways to create and reinforce key ideas,
creating an impactful report that will be memorable for readers.

Call out key insights and action items in the data

The impact of your hard work can easily get lost in a monthly or
quarterly report.

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But you can apply the design techniques typically used in infographics
to make sure your efforts stand out of more traditional summative
reports.

The trick is to do more with less. Get rid of data that doesn’t say
anything, and emphasize the data that’s meaningful. Remove the noise
to pull focus towards what’s useful.

Highlight key data points and add annotations to provide context to

the most important data:

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Here’s what to consider when visualizing your data and insights:

• Use the right chart for your data and your goal

• Tell a story with your data to inspire your audience

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 • Understand your audience and design with their knowledge in
mind

• Call out key insights and action items in the data

How to make your visual communications look professional

If you’re not a full-time designer, one of your main concerns might be

making sure your visual communications look professional.

You want to make sure you’re producing content that elevates your
brand, and inspires your colleagues, donors, and stakeholders.

Here’s what you should think about:

Establish a cohesive visual brand for any external

communications

It’s critical for any growing business to establish cohesive visual

branding.

Especially for consumer-facing communications, like for your blog or

social media, the quality of your visual brand signals to your customers
about the quality of your organization.

Luckily, it’s pretty easy to ensure your branding feels consistent. Here’s
how:

• Include the same header and footer with your logo across
infographics, one-pagers, reports, and flyers

• Apply your brand fonts and colors consistently across all of your
collateral

• Use the same style of symbols and icons across every document

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As a shortcut, you can use Venngage’s Brand Kit to add your brand
logos, fonts and colors to your designs with just a few clicks.

Repurpose and reuse designs to keep your communications

consistent

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Reusing and repurposing existing designs can truly be a game changer.

For one, it’ll speed up your workflow. But more importantly, it’ll
ensure that you’re producing communications that are consistent and
cohesive.

Did I mention yet that your communications need to be cohesive?

You can repurpose the documents you’ve created for one client or
project, add different content and tweak it a bit for a new client or a
different target audience, to get a ton of mileage out of a small amount
of design work.

Even if you’re just creating documents to share internally, like project

summaries or company newsletters, you can set yourself and your
team apart by producing documents that have a consistent visual style.

Conclusion
The recent rapid transition to remote work has propelled visual
communication from a “nice-to-have” into an integral part of
communication at work.

I hope you’ve already started thinking about how you can use visuals
to amplify your communications.

Just remember to keep these design and visual communication

principles in mind:

• Use modern design and visuals to make boring information

engaging and differentiate yourself from your competitors

• Simplify your information to make an impact

• Use data visualization techniques to show the value of your work

• Create designs with a cohesive visual brand and reuse them to

keep your communications consistent

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