Why Graphic Design Makes An Emotional Impact

Regardless of how carefully they are thought out or rationalized, every purchase consumers make is driven by emotion. Like purchases, graphic design is based on making strategic choices. The science behind those choices often involves emotional impact in some way, shape, or form. The following psychological principles should be part of your graphic design process.

• Mental Modeling is the process of mind mapping the way consumers respond to your message and decide when and what to purchase.
• Visceral Reactions are gut instincts that lead to immediate decisions. Those gut instincts offer trigger internal emotional responses.
• Dual-Coding Theory is built on the idea that humans process visual information as much as 60,000 times faster than they process the written word. Graphic design uses the dual-coding theory to create visual and written information consumers respond to.

The Emotional Impact of Typography and Font

The typography and fonts you choose have the power to sway your graphic designs. The visual appeal of your font is as important as the words they spell out. Like images, the fonts graphic designers choose are a visual marketing tool. That makes the selected font as important as the message your words convey. Think of some common fonts. Comic Sans, while a good choice for a children’s brand, isn’t a good choice for a copywriter. Showcard gothic is an ideal choice for a horror film’s promotional material; not so much for a law firm.

Graphic designers understand the different types of fonts and the different emotions each elicits.

• Serif fonts which have small line on their letter’s edges
• Sans serif fonts don’t have these lines and create easier readability
• Script fonts express fluidity between letters
• Modern fonts use thick and thin lines
• Monospaced fonts mimic the font of a typewriter

Serif fonts denote stability and practicality. Script fonts denote femininity and humor. Modern fonts denote masculinity and confidence. Monospaced fonts are sometimes perceived as boring and unimaginative. Interestingly, Sans serif fonts do not typically elicit positive or negative emotional responses. How does the knowledge of these font varieties assist a graphic designer in triggering emotional responses? Graphic designers use this knowledge to choose fonts that increase readability and have an emotional impact on your overall project.

Additional Components of Graphic Design That Create Emotional Impact

Emotions tend to fit into one of four categories: joy – sadness; anger – fear; trust – distrust; surprise – anticipation. Every graphic design project strives to connect with its intended audience. Graphic designers create designs that communicate a message, feel, and tone. That important emotional connection determines how a person feels about – and interacts with – your brand. People want to know that there is a real person, not just a corporate machine, behind the companies they do business with. That’s why images, color, shape, even design texture are important visual cues. Like every aspect of graphic design, they draw your potential clients in. Graphic design uses these aspects to entertain, engage, stimulate, compel, and familiarize.

Our graphic design team knows the importance of using powerful visual cues to create an emotional impact. We also know the importance of leveraging that emotional impact and turning it into increased sales. Call us today for a Product Consultation. We’ll walk with you through every aspect of your company’s visual identity, and help you make the vital connection with your clients that leads to new and increased business.