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Graphics may not make up the majority of a website but they often hold the spotlight better than imaginative text or a well-designed layout. Graphics and images draw the attention of a reader as they are easier to interpret than reams of complicated words. They are often used to accompany text to illustrate or emphasise the point that the text is making.

What Makes Graphics So Important?

Graphics are essential as they can spur a reader on. If a reader sees an interesting picture or image they are much more likely to continue reading as you will have peaked their curiosity as to what the picture is about. If more of the public are reading your piece in its entirety, more of the public are going to remember your brand and what it stands for, this is one of the ways in which graphics can aid in the development of your brand identity.

A professional appearance can also be achieved through the use of graphics as they can set the tone for the piece that you are writing about. Whether the images are complimenting an enquiry form for your brand, an information section, or an advertisement; if you select the right images you can make even the smallest of brands appear to be experts and experienced in their specific field, such as marketing.

However, you have to be careful when considering the graphics that you plan to use. Could the graphics be considered offensive? Are the graphics too distracting? Do the graphics detract from the importance of the text? And lastly, are the graphics relevant? These are all questions that you have to take into account when selecting graphics to help develop your brand.

Where Can Graphics Be Used?

There are several different places where graphics can be used efficiently; examples of this include your company’s website or blog. Any item that can be used to represent your company should also have relevant graphics included such as leaflets, brochures, and adverts.

Adverts are typically concise without too many words, they also tend to have one large image that is included to emphasise the point of the advert, or to have a precise effect. Graphics on adverts must be eye catching and significant as there are so many adverts already filling our streets, and playing on our TV screens that if the image isn’t bold or doesn’t stand out, it will be ignored like the majority of other graphics and adverts.

Business cards should probably be exempt from the rule of including graphics due to their size, any images or pictures must either be small enough to fit onto the business card or should be saved for other types of media. If you do rule out the idea of images on your business cards you could instead use a logo to represent your company.

Marketing Techniques

There are several different methods of advertising your brand; one of the cheapest methods would be to place either posters or flyers on a bulletin board used for announcements in your local supermarkets. It’s recommended that you either use a different graphic on each poster or a different colour to track which of these generates the most interest and will therefore attract the most clients to develop your brand faster.

Another useful marketing technique is to place advertisements in your local paper, it isn’t the cheapest way to develop the reputation of your brand but it definitely works. When placing an advert in a paper or newspaper check the creditability of the paper as some papers may be less popular or have poor reputations that could have adverse effects on your brand name if you associate yourself with them.

Special offers or free products and services is one of the most effective methods of developing your brand name. Free products entice clients into using your services or products which in turn leads to the client either liking your brand enough to pay for your services or disliking your brand and suggesting improvements. Either way your brand will gain something through this marketing strategy, allowing it to develop further.

In conclusion, graphics can be an effective addition when attempting to develop your brand identity but they must be used correctly in order for them to achieve their intended effect. If you are stuck for inspiration on the type of graphics that are considered suitable for your brand it may be worth looking at the websites or leaflets of brands that are considered to be similar to yours.

About the Author: Paul Kilminster is the technical services director at Print and Digital Associates. He believes that graphics play a vital role in marketing businesses both online and through printed format.

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