Visual design

Visual design is the cornerstone of modern digital marketing. It not only attracts the viewer’s attention, but also reinforces brand identity and conveys the company’s values in a visually appealing way. Visual design is particularly important in digital channels, where competition for attention is fierce and first impressions count.

• Attractiveness: well-designed graphics attract interest and invite the user to explore the content more deeply.
• Consistency: a consistent visual identity across all marketing channels creates a trustworthy and professional image of the company.
• Conversion: visually optimal design not only attracts attention, but also guides the visitor towards conversion, such as contact or purchase.

In this digital age, where content is consumed in the blink of an eye, the role of visual design is to capture and hold the audience’s attention, and to support the message of the content effectively.

Developing a visual identity and its impact on the brand

A coherent visual identity is key as companies seek to strengthen their brand recognition and credibility in the digital marketing environment. In this section, we explore how a carefully designed visual identity can support brand development and positively impact the customer experience.

• Recognisability: when all marketing materials follow the same visual line, the brand is more easily recognised across channels. This includes logos, colour schemes, typography and illustrations that are consistent across websites, social media platforms and advertising campaigns.
• Reliability: a coherent visual identity creates an image of professionalism and reliability. Customers perceive the brand as a serious and stable player in the market.

How does the visual appearance influence the customer’s decision making?

Visual factors have a significant impact on the customer’s purchase decision process. A well-designed and coherent visual identity makes a brand more attractive and can:

• Attract attention: first impressions are crucial, and a visually captivating look and feel will quickly grab your customer’s attention.
• Strengthens brand perception: repeated and consistent visual communication helps customers to remember the brand better and create a strong visual association.

Practical tips for creating a coherent visual identity:

• Brand Charter: Create a comprehensive brand charter that precisely defines all the elements of the visual identity and how to use them.
• Consistency: ensure that all marketing materials follow the guidelines in the brand book, whether digital advertising or print.

Visual design is even more important in a digital environment where competition for customer attention is fierce. By investing in a coherent and professional visual identity, companies can differentiate themselves from their competitors, build a stronger brand identity and ultimately achieve better marketing results.

The role of technology in visual design

Artificial intelligence and automation to support visual design

The integration of artificial intelligence (AI) and automation into visual design has revolutionised the way brands create and execute their visual strategies. These technologies offer a new set of tools and methods that enhance the creative process and bring new depth to it:

• Accelerated design process: AI can automate routine design tasks such as layout and colour choices, freeing up designers’ time for more creative work.
• Personalisation at scale: using AI, it is possible to create a large number of personalised marketing materials that appeal to individual users based on their preferences and behavioural data.
• Data analytics: AI can analyse large amounts of data to optimise visual elements for a better user experience and more effective marketing communications.

Technical requirements and challenges of digital design

While technology offers many opportunities, it also brings challenges that require attention and expertise:

• Technical skills: visual designers need to keep up to date with constantly evolving technologies and understand how to integrate them into design processes.
• Understanding the user experience: designers must be able to balance the possibilities offered by technology with the real needs of the end user. This requires a deep understanding of the user experience and user behaviour on different platforms.
• Uniqueness vs. automation: while automation enables large-scale personalisation, it is also important to maintain a unique and memorable visual identity that stands out from the crowd.

In practice, the use of technology in visual design requires continuous learning and adaptation to new tools and technologies that can improve both the efficiency of design processes and the quality of the final products.

Case studies of effective visual design

Visual design is at the heart of digital marketing and its impact on brand success is undeniable. In this section, we provide practical examples and analysis of successful visual campaigns that illustrate how creative solutions can improve brand visibility and consumer interaction.

Soma campaigns and real-time interaction
An international drinks brand launched a soma campaign that used AR (augmented reality) technology to provide interactive experiences for consumers. The campaign included an app that brought the labels to life via the phone’s camera, increasing consumer engagement and conversational value.

• RESULTS: The campaign reached millions of impressions and significantly increased brand awareness among younger consumers.

Re-branding and visual consistency
A Finnish designer clothing brand rebranded its visual identity, including logo, website and all marketing materials, creating a consistent brand experience across all touchpoints.

• Impact: after the redesign, the company experienced increased sales and improved customer satisfaction, demonstrating the power of a consistent visual identity.

Great digital experience
The leading Nordic financial services provider revamped its digital interface, making the service more intuitive and easier to navigate. The redesign included visual effects and interactive elements that enhanced the user experience.

• Benefits: customer satisfaction and user numbers increased, and the company received positive feedback on its clarity and ease of use.

These examples show that effective visual design is not just an aesthetic choice, but a key element in the strategic development and marketing of a brand.

Digital marketing channels and the use of visual design in them

Digital channels offer a wide range of possibilities for visual design, but each channel requires a slightly different approach. Effective visual design is the key to success in the digital marketing arena, and here we look at the requirements and opportunities offered by different channels.

Websites and mobile platforms

Websites are often the first point of contact between the customer and the brand. The visual design of a website should be:

• Clear and user-friendly: The user interface must be intuitive and easy to navigate.
• On brand: the colour scheme, typography and illustrations must reflect the company’s brand.
• Responsive: design must be optimised for different devices, especially mobile users.

Social media

Social media platforms such as Facebook, Instagram and Twitter offer opportunities to create interactive and visually appealing content. The visual design must take into account:

• Format compliance: image sizes and media requirements vary for each platform.
• Attention-grabbing content: competition for attention is fierce, so visuals need to stand out.
• Constant updating: the visual appearance must be kept up-to-date and in line with trends.

Email marketing

Email is an effective way to reach customers directly, and its visual appearance has a significant impact on open and click-through rates. Good email design includes:

• Clarity and conciseness: important messages must be presented in a clear and quickly understandable way.
• Call to Action (CTA): calls to action should be designed to attract attention.

Video marketing

Videos offer a dynamic way to tell stories and showcase products. The visual design of videos must:

• Quality: high quality production increases credibility.
• Supportive of the brand: visual elements such as colours and graphics must be consistent with other marketing material.
• Interactive: interactive elements can increase viewer engagement.

The specific requirements of each channel offer opportunities for creativity and innovation in visual design. When targeted to each platform, the design reinforces the brand message and helps achieve marketing objectives. In this context, the professionalism of visual design is invaluable in not only attracting and maintaining customer interest, but also guiding them towards the desired action – be it a purchase or a contact.

Innovative visual techniques and their application

Augmented Reality (AR) and Virtual Reality (VR) are revolutionary technologies that offer new opportunities in the field of visual marketing. These technologies not only enrich the user experience, but also deepen customer engagement by bringing products and services to life in interactive and engaging ways.

1. Augmented Reality (AR) in marketing

AR offers a unique way to connect digital content to the real world environment in real time. This technology enables:

• Product trials: customers can try out products virtually, such as trying on clothes or seeing what a new sofa would look like in their living room.
• Interactive ads: ads that come to life in magazines or on posters when viewed via a smartphone or tablet.
• Experiential events: at events, AR can increase audience interaction, for example through virtual information sessions or games that enrich the experience.

2. Virtual Reality (VR) and its benefits

VR creates a fully virtual environment where users can immerse themselves in a completely different world. Marketing uses of VR include:

• Virtual tours: customers can take a virtual tour of, for example, holiday destinations or real estate before making a purchase decision.
• Educational purposes: the use of products or services can be illustrated by educational VR experiences.
• Brand experiences: creating memorable experiences that strengthen customer relationships and brand awareness.

Other new technologies

In addition, other innovative technologies such as 360-degree videos and interactive graphics offer companies opportunities to tell their stories in new ways and engage audiences more effectively. These technologies enable:

• Deeper storytelling: Audiences can experience the story from all angles, increasing immersion and understanding.
• Increased participation: users can influence what they want to see and experience, making the experience more personal and memorable.

The use of technology in visual design and marketing is not just a trend, but a necessity in a modern marketing environment where consumers expect increasingly personalised and interactive experiences. These innovations offer companies the opportunity to differentiate themselves from their competitors and build deeper customer relationships.

Future prospects and trends in visual design

Visual design is a dynamic field that is constantly evolving with technology and cultural trends. In the future, we can expect many exciting changes that will shape the way brands communicate visually. The following are key trends and predictions that will influence the evolution of visual design.

1. Augmented and virtual reality

• Immersive experiences: AR (Augmented Reality) and VR (Virtual Reality) will play an increasingly important role as companies seek to create more immersive consumer experiences.
• Increasing interactivity: these technologies enable new types of interactive and personalised advertising campaigns that can react in real time to user actions.

2. Machine learning and artificial intelligence

• Automated design: AI will increasingly assist designers by creating preliminary sketches, speeding up the process and giving designers more time to focus on creative thinking.
• Personalisation at scale: campaigns designed with AI can be tailored to the individual preferences of each user, making marketing more effective.

3. Sustainable design

• Ethical and environmental aspects: sustainability is an emerging trend in all sectors, including visual design. In the future, we will see more design solutions that emphasise environmental friendliness and social responsibility.
• Reuse and recycling: the reuse and recycling of visual materials in campaigns will become commonplace as companies seek to reduce waste and resource consumption.

4. Minimalism and simplification

• Clearer messages: simplified, clear visual expressions and minimalist design will be emphasised as consumers increasingly value clarity and aesthetics.
• Functionality first: Design must work seamlessly across devices and platforms, driving design towards simpler but more functional solutions.

With these trends, visual design will become a more central part of brand building and consumer engagement. Innovative technologies and sustainability principles are driving the industry towards new, creative solutions that will shape the future of visual communication.

FAQ (Frequently Asked Questions) on visual design in digital marketing

What is visual design in digital marketing?

Visual design refers to the use of visual elements such as images, graphics and typography in marketing materials and advertisements on digital channels. It aims to improve brand awareness, attract the attention of users and enhance the delivery of the marketing message.

How does visual design influence consumers’ purchasing decisions?

A well-designed visual identity can increase the attractiveness of a product or service, improve the user experience and enhance brand perception, all of which have a positive impact on the consumer’s decision to buy. Visually appealing and informative designs can also reduce the purchase threshold by providing clear and easily understandable information.

What visual design tools are used?

Commonly used tools include Adobe Creative Suite (especially Photoshop, Illustrator and InDesign), Sketch, Canva and Figma. These tools offer a wide range of functions for creating and editing visual content.

What is the role of AR and VR in visual design?

AR (augmented reality) and VR (virtual reality) bring new dimensions to visual design by providing interactive and immersive experiences. For example, AR can be used to add virtual elements to real-world environments, while VR creates fully digital environments in which users can immerse themselves.

How important is it to have a consistent visual identity across channels?

Very important. A consistent visual identity across all marketing channels helps build a strong and recognisable brand identity. It also increases brand trust and improves the customer experience, as consumers are presented with a consistent brand message regardless of the channel in which they interact with the brand.