The Role Of Visual

Persuasion in Design
• A plan or drawing
produced to show the
look and function or
workings of a building,
garment, or other object
before it is made

s i g n ?
a t i s De
W h
 -Builds brand identity.
-Encourages brand
recognition.
-Boosts sale.

The Key Visual Persuasion in

Graphic Design
 Builds brand
identity
• The elements used in the layout should be able to
communicate what type of business you are, who
your target market is or if you are an upscale or a
budget-friendly option.
 Encourages brand
recognition
• People are highly visual creatures who process
information through what they see. With vivid
colours and images that reflect your brand,
graphic design becomes an essential marketing
component effective for capturing your target
market’s attention, getting your message across
and making sure they remember it
 Boosts Sale
• The majority of consumers are attracted to cool and
quality graphic design. Before they make a
purchase, customers will consider if a product or an
establishment is visually appealing to them, whether
through packaging design, posters or store display.
Factors Affecting the
Power of Visual
Persuasion

• Viewer’s knowledge.
• Visual content.
• Graphic style.
• Relationship to copy.
Viewer’s knowledge

• It’s important to note that visual persuasion occurs

within a context. A graphic by itself carries no power
to persuade. When we use visual persuasion we are
relying on the context of the audience to supply vast
amounts of knowledge, and to decode the visual and
draw conclusions.
 Visual content
The content
•• The content ofof the
the graphic
graphic could
could support
support the
the
message in
message in many
many ways,
ways, depict
depict the
the product,
product, show
show aa
unique feature,
unique feature, demonstrate
demonstrate aa benefit.
benefit.
 Graphic style
• The style or way in which the graphic is done
also affects the persuasive power of the overall
message. A style that is congruent with the
message will reinforce the message subtly,
while a style that clashes with the content of the
message will dilute it and perhaps even make it
unintelligible.
Relationship to copy

• This is multi-faceted, but in general the meaning of the

graphic and it’s relationship to the copy should be obvious
and forceful. Many “arty” ads violate this principle, leaving
the viewer confused. Confusion does not inspire
conviction and it certainly doesn’t sell. Don’t try to be
clever.
Delivering a Compelling
Brand Experience

• Opens up opportunities for

brands to deliver more than
just a product or service.
 Using Emotions to
Change Behavior
• User research.
- to understand users needs and motivations to
enable us to design websites, products, and
services that are easy to use.
• By understanding at what point in their journey
individuals will be receptive to emotional
triggers