How does graphic design branding impact society?

1 The power of recognition

One of the main functions of graphic design branding is to create recognition and awareness for a brand. Recognition can help a brand stand out from the competition, build loyalty and trust, and increase its value and reputation. For example, think of how easily you can identify the brands behind the golden arches, the swoosh, or the apple. Recognition can also have a social impact, as it can create a sense of belonging and identity for consumers who associate themselves with a brand. For instance, wearing a certain logo or color can signal your affiliation with a group, a cause, or a lifestyle.

2 The influence of persuasion

Another function of graphic design branding is to persuade and influence consumers to take action or adopt a certain attitude. Persuasion can be achieved by using various techniques, such as color psychology, typography, imagery, and storytelling. For example, think of how some brands use red to convey excitement, urgency, or passion, or how some brands use serif fonts to convey elegance, authority, or tradition. Persuasion can also have a social impact, as it can affect how people make decisions, form opinions, or change behaviors. For instance, graphic design branding can encourage people to buy more, donate more, or vote more.

3 The responsibility of ethics

A third function of graphic design branding is to reflect and respect the values and ethics of a brand. Ethics can involve issues such as honesty, transparency, sustainability, diversity, and social responsibility. For example, think of how some brands use graphic design branding to communicate their mission, vision, or purpose, or how some brands use graphic design branding to support social causes, environmental initiatives, or human rights. Ethics can also have a social impact, as it can inspire or challenge people to think critically, act responsibly, or demand accountability. For instance, graphic design branding can expose or confront social problems, raise awareness or educate people, or advocate or protest for change.

4 The challenge of innovation

A fourth function of graphic design branding is to innovate and adapt to the changing needs and preferences of consumers and society. Innovation can involve issues such as creativity, originality, differentiation, and relevance. For example, think of how some brands use graphic design branding to introduce new products, services, or features, or how some brands use graphic design branding to refresh or rebrand their identity. Innovation can also have a social impact, as it can stimulate or disrupt the market, culture, or trends. For instance, graphic design branding can create or follow new styles, expressions, or movements.

5 The role of culture

A fifth function of graphic design branding is to reflect and respect the culture and context of a brand and its audience. Culture can involve issues such as language, symbols, norms, and values. For example, think of how some brands use graphic design branding to appeal to different regions, countries, or demographics, or how some brands use graphic design branding to celebrate or honor cultural events, traditions, or heritage. Culture can also have a social impact, as it can foster or challenge the diversity and inclusion of people and perspectives. For instance, graphic design branding can embrace or exclude different cultures, identities, or voices.

6 The future of graphic design branding

Graphic design branding is not a static or fixed process, but a dynamic and evolving one. As society changes, so does graphic design branding, and vice versa. Graphic design branding can have both positive and negative impacts on society, depending on how it is used and received. Therefore, graphic designers and brand owners have a responsibility and an opportunity to use graphic design branding as a tool for creating and communicating meaningful and beneficial messages for society.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?