Graphics in web marketing are used to visually communicate concepts and ideas-it is a key component of strategy and can determine the success of your business. 

Have you ever watched a cooking show and noticed how much effort the chefs put into the presentation of the dish?

As they say, a picture is worth a thousand words - a phrase that even in digital marketing could not be truer.

Yeah, because the 90% of human communication is visual: the brain processes and absorbs images at a faster rate than text. Thus, even on the web, the audience's eye is struck by graphic elements and colors even before reading the content.

And it is this visual impact that determines users' first impression and, consequently, their behavior.

Every line, pattern, shape, color or layout evokes particular feelings or emotions. And mind you, I'm not just talking to you about images or photographs: graphic design includes typography, fonts, symbols and colors. It also goes beyond just a logo or a good interface; it is everything that contributes to the overall aesthetics of the message conveyed.

Sometimes, people tend to underestimate the role that graphics play in their business strategy. It is considered the icing on the cake, but in reality it is the bread and butter of it: it serves to inform, engage and persuade people to make a purchase or take a desired action.

It is the key to connecting directly with potential customers and influencing their decisions-which is even more crucial in today's digital world, where the average user's attention span is extremely short (about 7 seconds) and everyone is competing to grab it.

I mean, if you do online business (but not only), you cannot ignore its graphic design.

If you are wondering: "Okay, but basically, how can it help me sell?", keep reading and you will find the answer!

How graphics in web marketing help you sell more

Graphics is perhaps one of the strongest messages a brand sends to its stakeholders: it represents the first moment of contact with them; it must both inform and capture attention. 

Whatever business you are in, the way you present yourself says a lot about you.

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You must take this into account in everything you show publicly: newsletters, E-books, PowerPoint presentations, ads and banners, images and interface for websites and blogs, as well as promotional videos and tutorials-not to mention social posts or stories on Instagram.

It is not just about creating aesthetically pleasing content; it is an art with a purpose: that of Communicating-yes, with a capital C. It implies a creative but systematic plan to achieve certain goals, with the use of images, symbols and words.

Help educate or persuade your target audience and convert them into sales.

How exactly?

First, Makes your brand recognizable: establishes its own visual identity that reflects values and goals, allows people to directly associate visual elements (such as the logo) with your brand and the products you offer.

We have already talked about the importance of the brand positioning, but creating awareness requires knowing how to communicate effectively: and visual content often does this better than written content.

A professional image also helps to build trust and credibility in the minds of consumers, convincing them of the quality of the products or services offered.  

Good graphics are capable of Attract attention and make a good first impression: although, as they say, substance should matter more than form, people are attracted to what is beautiful and pleasing, even before they are interested in content. Moreover, digital media is a crowded space with a lot of competition-the only way to increase your visibility is with the help of creative, unique and striking graphics.

The first interaction that occurs at the visual level then determines the relationship with your customer and thus their behavior.

Here's why effective graphic design promotes conversions: people will click more easily on ads that stand out in their eyes. Eye-catching images and effective communication of ideas drive traffic to your site, yours landing page or your e-commerce, increasing leads and sales.

Conscious graphic design Makes your content user-friendly and optimizes the user experience: uncluttered text is easy to read at a glance, a clear layout and good user interface entice the reader without wasting too much time, and navigation on the various pages should be simple and intuitive.

Finally, through visual elements your communication is more immediate and also overcomes any kind of language barrier. It helps the reader understand even more complex concepts and remember them more easily.

One of the famous campaigns of David Ogilvy
L'Oreal's "This is for men" online campaign created by McCann Worldgroup

What makes effective graphics in marketing

Being original is not an easy thing: choosing a design that attracts attention and creates engagement can sometimes put you on the spot.

So what can you do?

Here are some quick tips for making good visual content.

Start from immediacy, understood as simplicity of the message being conveyed; use arrows, lines, and other graphic elements to guide people to a well-defined action, such as clicking on a button or reading a sentence.

Pay close attention to the emotional factor. The content must appeal to the viewer, impress him or her or otherwise arouse immediate feelings, so that it remains firmly in the viewer's mind.

Choosing certain images over others can make the reader feel comfortable, creating empathy and connection with them.

Do not leave the colors to chance: they have a powerful effect on our minds. They can cheer us up, darken us, intrigue us, even depending on their combination. Did you know that red and orange are able to give a sense of "power" and "energy" to your message?

Not surprisingly, if you think about it, ads for sales and discounts are always in red. Yellow, on the other hand, calls for happiness, blue for reliability, pink for femininity, green for ecology and sustainability, and black for elegance and authority. 

Fonts in web marketing
What fonts do you use? I one a Serif font for text and a "sticks" or Sans-Serif font for titles.

Also the font of the text has its relevance: each style conveys a message; it can be elegant, youthful, eccentric, futuristic, essential, retro...

Your choice must be made consciously, because it may be out of tune with the message you want to communicate.


Here, then, is the unveiling of how and why graphics play such an important role in web marketing: they convey in an immediate way who you are, what you do and how you do it-a basic requirement for being competitive, recognizable and memorable.

If you haven't done so yet, I recommend that you take a look at the elements of your business (logo, website, content shared on the blog or social, etc.) to assess how effective they are in this respect.

Because no matter how good you are at your job: by ignoring this, you risk limiting your reach and having lower results (i.e., sales) than you could. 

You can find someone to do it for you or take care of it yourself; in the latter case, by the way, I have great news for you!

In the next article I will point you to some very interesting graphic design books with which you can expand your knowledge and skills in this area.

Meanwhile, remember that the key is always to be bold and ready to change your style, to reinvent yourself and stand out from the crowd.

The difference is the key!

Photo by Theme Photos on Unsplash

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