Communication design and the benefits of using it effectively


Communication design attempts to engage people, evoke positive emotions and motivate them to respond to messages to achieve the desired effect. The impact of a commissioning body’s efforts can range from altering behaviors to spreading awareness, and the results can improve brand recognition and increase sales.

Communication design necessitates strategic business acumen, market research, inventiveness, problem-solving abilities, and technical expertise, including color theory, page design, typography, and the development of visual hierarchies. To achieve this, the designers convey ideas and data using different forms of media.

What is communication design?

Communication design, often called graphic design, involves creating visuals that communicate messages and ideas in innovative and engaging ways. Communication designers employ new, emerging media and technologies to collaborate and quickly address the needs of businesses, communities, and organizations.

The purpose of communication design is to impact how people perceive things or to spark a change in behavior or outlook by sending messages to specific groups of people for particular objectives. Communication design can be visual, multi-sensory, or interactive.

If you want to know more about communication design, St. Bonaventure University offers a communications masters degree online. The course plan has been meticulously created to mirror the actual world, where information, data, and communication unite, aiding you in developing cross-disciplinary understanding.

This program will allow you to gain mastery of the essential concepts necessary for modern communication specialists to be successful.

Here are some examples of communication design.

Corporate design and branding

There is a great demand for communication designers knowledgeable about effectively branding a company. Every company wants to establish a unique identity in its respective field and stand out from its competitors to develop strong relationships with its audience base.

Suppose a communication designer can demonstrate how to effectively utilize design, visuals, and storytelling to create a strong brand. In that case, they can become a valuable asset to a business looking to grow.

Branding goes beyond logos, colors, and typography. Every design element created for a brand must have a purpose. The selection of colors can have a significant influence. Research indicates that color is closely related to the buying decisions of many shoppers. They also understand that the appropriate color selection or blend will enhance brand recognition.

Advertising campaigns

Many communication designers work in advertising, creating online video and static image campaigns, billboards, television commercials, and various marketing materials such as brochures, stationery, and business cards.

Many advertising designers handle projects in multiple areas, though not all of them do so. Advertising, similar to branding, is an essential component of any business. To stand out from the crowd requires a high level of creativity to make something original and captivating while ensuring the campaign’s real message is noticed.

Some designers opted for a humorous approach, like Schick’s campaign featuring men with literal animal-like beards to motivate men to shave.


A photojournalist may benefit from studying communications design rather than just photography when pursuing their career today. To be successful in communication design when publishing photos in significant publications, you must be knowledgeable in the technical aspects of visual design and the story you are trying to tell your viewers.

You must learn to read and appreciate typography, shades of color, and composition. One of the critical elements in a photo story is the choice of photos and the sequence in which they appear. It is because the order of the pictures in the final arrangement is essential to the storytelling.

Web design

People rely heavily on the internet nowadays, leading to the emergence of new websites every day. Designers must create visually pleasing websites with a logical structure compatible with various devices.

The field of web design is constantly evolving and is an incredibly stimulating and competitive arena. For instance, you could work as a designer for a single company, be part of a design firm, or operate independently and accept clients as a freelancer.

Mobile app design

The number of people who use their smartphones daily for activities such as connecting with others, obtaining news, shopping, and completing work tasks is steadily rising.

Technology is here to stay, so mobile web and app design must keep pace with the changing times. That said, companies may hire mobile app designers to develop and manage their apps, or designers may create their own products to sell through their businesses.

This design job necessitates a high level of technical proficiency and knowledge of how visuals appear on diverse screens, with a strong focus on user experience. The app’s design should be attractive while also being straightforward and intuitive.

Packaging and label creation

A successful designer understands the importance of visual appeal and will craft eye-catching packaging and labeling to attract attention in physical stores and online shopping platforms.

Designers have many potential projects for creating labels, tags, and packaging materials. These could include designing a title for a bottle of wine, an information tag for a new clothing line, or packaging for an online retailer.

A communication designer must consider how the package or label looks and how to use it effectively. When designing packaging that will wrap around a bottle, you must consider the size and shape of the container and the differences between a wine bottle and a soda can.

How can you utilize communication design effectively?

These are some of the ways to utilize communication design effectively.

  • Understand your audience

To effectively communicate, it is essential to understand the people you are addressing and what they require from you. It includes considering their involvement in the project and what information they need to be made aware of.

It is essential to adapt your communication to the comprehension level of different stakeholders about design since their understanding will vary. Suppose you are communicating with developers or other designers on your staff.

In that case, using technical language and providing comprehensive documentation is essential to ensuring they accurately comprehend and carry out your designs.

When addressing executives or external stakeholders, it is essential to emphasize the business repercussions of design choices and how they can contribute to the product. Although not directly engaged in your routine decision-making, these individuals can aid or impede your progress.

  • Use visual aids

Utilizing visuals such as images, diagrams, and other graphical elements is logical to illustrate your design decisions. They can use sketches, wireframes, and prototypes to visually demonstrate your concept and how it will look and function in the finished product.

When utilizing visual aids in a presentation, it is essential to make them straightforward and concentrated. Avoid bombarding your listeners with excessive information, and ensure that your visuals back up the ideas you are attempting to communicate.

  • Be clear and concise

When conveying design choices, it is essential to be straightforward and concise. It helps ensure the message is transparent and manageable for the recipient.

Speak clearly and directly, using plain language. Avoid jargon and complex words, and keep your message concise. Avoid rambling, as it can make it difficult for your listener to understand and stay engaged.

Before speaking, plan and understand your message. If you are presenting multiple choices or ideas, thoroughly explain the pros and cons of each and why you chose the outcome you did. It will demonstrate that you have thought through different solutions and come to the best solution.

  • Be open to feedback

Effective communication involves being receptive to feedback from those you are speaking to, teammates, and stakeholders, and those you are listening to. When presenting your design decisions, be open to questions, comments, and feedback, and take the time to understand each individual’s point of view by asking questions to gain clarity.

This will enable you to gain insight into your audience’s requirements and uncover potential issues or concerns you may have yet to consider.

Be ready to adapt to feedback when it comes your way and be open to making necessary changes. Acknowledge that your design choices are not definitive and could be altered based on the input of your viewers.

It is essential to keep in mind that your goal as a communicator is not to outdo your colleagues or stakeholders in a debate. Your purpose is to foster mutual understanding, so searching for the correct solution is unnecessary. Nobody appreciates a person who always thinks they are right.

  • Empathize with your listeners

As a designer, empathy should be paramount in your work since it allows you to understand the perspectives of others, including users, colleagues, and stakeholders. It is critical to show understanding and compassion when conveying design choices, as this assists in comprehending their viewpoint.

It will also assist you in customizing your communication to suit their requirements and ease any worries they may have. Developing empathy can be advantageous when working on intricate tasks with multiple people involved, as it helps to create trust and understanding between all parties.

Benefits of communication design

Here are the main advantages of communication design.

  • Enhances brand recognition

A recognizable brand is often the key to success in the design field. It builds trust, familiarity, and loyalty in consumers who might otherwise have wondered about quality standards for new products.

Brands can fortify their position as leaders in their industry through well-communicated identity strategies that are both effective and appropriate for the company’s product or service offerings.

Recognizable brands also ensure that companies do not lose valuable sales opportunities due to a lack of public awareness of their offerings, which can occur more easily with start-ups than with established corporations.

In short, effective communication design can help build and enhance brands by employing visual cues and other creative tools to increase recognition.

A strong logo is one of the most common techniques for conveying brand identity. As a central image representative of the company in question, it is a powerful visual tool that combines both form and function to make a lasting impact on consumers.

A logo is one of the first visuals a potential customer might encounter when seeking information about a company or product. In many cases, it’s the only detail a person will retain from that encounter.

  • Improves customer experience

Good communication design makes it easier for people to understand a brand and receive their message, which can lead to increased customer and employee satisfaction. It is because well-designed communication can be intuitive, enabling people to receive the news more efficiently.

An important example is removing jargon and acronyms from a text or verbal message. People need to understand what something means to know how to best respond.

On the other hand, if a company uses standard terms and words in their communication design, like “OK,” “please,” or “thank you,” it’s very likely that everyone will understand what is being communicated to them.

  • Increases sales

Clear and compelling communication design can help you sell your products and services better. We all know that the number one concern for any company is to make money, and in today’s marketplace, more than simply being a good seller is needed.

You have to be a great seller. It means designing clear and compelling communication design to effectively communicate with potential customers about your products and services, driving them through the purchase process until they finally become your customers.

Communication design has been shown time and time again to increase sales as a benefit in business.

  • Boosts efficiency

Effective communication design can reduce the time and cost for a business to make purchases, making it more efficient globally in manufacturing goods and services. The interaction between consumer and brand is the established framework of ‘branding’ and is shaped by the consumer’s experience and interaction with a brand.

Design can influence this experience. By controlling key elements such as color, shape, words, sound, smell, and motion, designers can engage the user and generate more emotional attachment or even a new experience.

This emotional attachment can increase the consumer’s brand preference outside the original branding intent. With this comes the consumer’s loyalty to make repeat purchases.

This personal relationship between consumer and brand can echo outward to other consumers and provide a competitive advantage where consumers from a competitor’s brand will leave and move to the consumer’s brand.

  • Improves communication

Good communication design makes it easier for people to understand one another and helps to improve relationships. A good kind of communication design is one that offers greater understanding and presents useful, practical, helpful, and valuable information to organizations and groups.

Many companies realize that being community members can improve their relationships with customers, suppliers, and other stakeholders. It has led to the creation of corporate social media as a tool for helping organizations achieve their business objectives.

  • Enhances credibility

Good communication design can help establish a sense of participation and interaction between the receiver and the sender. This is achieved through the use of effective visual design as well as audio and text.

Equally, the message’s credibility level depends on the receiver’s experience of personal, social, and cultural factors.

It means effective communication. We must consider the meaning of a message and the context in which it is presented. It will help create an impact.

There can be the utilization of specific and successful tips and techniques to improve communication effectiveness and believability, which can be creative and innovative options.

  • Improves problem-solving

Effective communication design can help people better understand the problem they are trying to solve, leading to improved problem-solving.

Understanding can lead to an improved ability to solve problems. This result was specific to communication design, meaning communicating with others may have a different effect.

However, this is not surprising given that communication design often focuses on providing the correct information at the right time and place for better understanding.

Problem-solving is a central aspect of human cognition because it allows people to understand what they are experiencing around them and helps them address situations effectively.

  • Promotes creativity

Creative communication design can make people think creatively about products, services, and concepts. We know that the way people communicate shapes their perceptions of things.

Creative communication design can make people think creatively about products, services, and concepts. At the forefront of this idea is “promote”. They believe the best way to get the creative juices flowing is to focus on the benefits of communication design.

  • Builds relationships

Good communication design can strengthen relationships between people, organizations, and objectives. The method can benefit various areas, not just business groups.

For example, when a new product comes out, feedback from any stakeholder is essential because it helps designers see gaps and potential places where the outcome could fail.

You may need to discuss things with a loved one who is not quite getting where you are coming from on something important to you. Good communication design can help ensure no feeling gets hurt. Misunderstandings crop up because there is a lack of an empathetic approach which slows down honest discussion.

Final thoughts

Communication design is essential in today’s business world, allowing companies to create meaningful connections with their customers, develop strong brand identities, and realize their objectives. An effective communication design can help a business create an emotional bond with its customers and enhance its brand reputation.

As the amount of data and information grows, businesses can benefit from effective communication design to distinguish themselves, foster trust, and present complex topics understandably and straightforwardly.

Pax Heber
the authorPax Heber