Strong visual communication is paramount in a healthy organization, yet it continues to be a hurdle. We all know the dangers of bad communication, which can sap time, energy and resources—even cause PR disasters that damage your credibility and bottom line. But poor design is a subtle plague, much more widespread in organizations today than we sometimes notice. When key data is overlooked in a dull report or when an important message is lost in a cluttered presentation, problems persist and opportunities are missed.
Picture the last PowerPoint deck you or someone on your team sent to a key customer. Was it effective? Did it strengthen your relationship, or was it just another task to check off on a to-do list? In the worst cases, the professional communication that is sent is downright embarrassing and reflects poorly on your brand.
So, when it comes to getting your message across, how do you ensure you’re at least doing most of it well? It starts with defining good design in your business context by creating a shared visual language as an extension of your current brand guidelines, and instilling its importance at all levels of your organization. Essentially, a visual language is a shared set of best practices for communicating information. Once established, you must give everyone a way to stay within the guard rails, so that the right content creation tools form a critical support structure.
Like any type of communication, it’s not just what you say but how you say it. Well-designed visual communication isn’t just about being pretty. Good design stimulates viewers’ brains, enhancing the efficacy and impact of information in a cohesive visual experience by increasing:
Appeal: Elements such as shape and color stimulate the visual cortex....
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