The Role of Visual Identity in Communication

Visual communication is a way of presenting information perceivably to successfully create a meaningful message. It is one of the three main types of communication, along with verbal communication and nonverbal communication. Visual communication refers to the use of various graphic elements to convey a message, which provokes reactions from observers and users. The goal is to graphically display information, be it explicit or implicit. There are many types of content in the field of visual communication, with examples that include infographics, interactive content, and movement graphics. But regardless of the medium, they all contain at least some of the following elements: interactivity, iconography, illustration, accompanying text, charts, and animation. Different content formats can be used in this process, from simple images to interactive infographics.

Which type of visual communication is appropriate for a particular campaign depends on the target audience and the goals the company wants to achieve. Each company communicates its values ​​through images, videos, and colours. Colour is just one of many successful examples of visual communication. The use of vivid colours, such as red and yellow, for example, is associated with positive emotions, such as happiness and passion. It is no surprise that visual communication prevails in the advertising departments of companies that use a “humanization” of the brand and close public relations as their marketing strategy. This concept is becoming more and more vital every year and is now crucial to success. In addition to branding-related jobs, visual communication is also a key element in other areas of marketing, such as content creation.

Infographics are a great example of materials that mix graphic resources with text to create a unique, informative experience for consumers. Visual communication can be impactful when the time comes for holding conferences and meetings, while creating websites and social media posts, or present ideas. That is one of many reasons why in present times success in business and marketing includes visual communication.

In a company’s internal environment, knowledge of visual communication, too, is key to ensuring team compliance. For example, presentations and reports become much richer and easier to understand when they consist of graphics and other visual elements. Some other major benefits of visual communication include intercultural communication, simple and effective transfer of examples, and ease of understanding.

To use visual communication effectively, it is important to know the audience. Everyone perceives a particular message on an individual level, because of past experiences that can, to a large extent, differ. The goal is to make the message that the company conveys interesting for as many people as possible. In addition to the above, the quality of the design of visual material is crucial when we talk about visual communications as well as the consistency of visual identity and brand identity.


And what is visual identity?

Visual identity consists of visual material such as images and graphics that make the brand and identity of the company different from all others. The mentioned is also a way to mark out everything consumers can physically see, from designs to logos.

Visual identity is the key for telling company’s story and for it to connect with clients. Since it is a crucial part of communication, a wrong message can have very bad outcome. The best way to find a visual identity that suits the company is to work with a good designer who will combine images, colours, font, shapes, and typography into a unique combination that will match the company’s identity and its way of communicating with the public. Although, creating visual material isn’t just for those who have formal graphic design training or for those who have access to expensive, cutting-edge tools. Simple shots and images of the environment in which we find ourselves are a great example of a simple way to create the necessary image while conveying an already defined content message. Although design is useful for the visual communication of ideas, those ideas must come together and tell the story of the company’s brand. It is clear, however, that there are many messages, ideas, and stories that a visual identity can communicate. To avoid confusion, it is best to focus on one message at a time.

In conclusion, visual communication refers to visual means of quickly conveying news to a specific audience without the use of words. The use of visual communication offers interactive, creative, and easy means of exchanging information. They should be used to ensure that messages can convey information to recipients without interruption. Research evidence, for the most part, points to the same conclusion – the use of visual communication is crucial to the overall strategic communication plan. The inclusion of images and videos for the purpose of exchanging information and messages has many advantages for both the sender and the recipient because the use of visual elements and icons makes the technical information accessible.

It is important to emphasize that the rapid transition to teleworking due to the pandemic has made visual communication an integral part of communication in a business environment. The most common advice given at the beginning of creating a visual identity about the effective use of visual communication is to use a modern and simple design that can be used with a cohesive visual brand, and to repeat the same for brand consistency. In the future, visual communication will be used more and more, because this way of conveying messages is easily remembered and connected with a certain company and its services. Finally, this is an opportunity for companies to show their creativity and aesthetics while communicating with the public, and to make their success story memorable.