Grace Ogbe
3 min readAug 24, 2021

Graphic fails to avoid in branding

Every brand has an identity, in fact, that is what branding is all about. A lot of factors come together to create a brand; it ranges from voice, color, reputation, style, design, etc.

Graphic design plays a huge role in branding as the onus is on the design team to create assets and visual language for the brand. Every business that seeks to build a brand should make graphic design part of its strategy to reap the benefits and create a better experience for customers. Good design is critical to the success of any brand.

Let’s take a look at a few benefits of good graphic design:

Communicates your brand

Pictures they say speak a thousand words; graphic design can illustrate the life and color of your stories. So it’s not just about the aesthetics but about its power to evoke emotions

Creates consistency for reinforcement

A good graphic design should support and represent your brand wherever and whenever.

Creates a visual hierarchy to tell your story

Visual hierarchy in design positions what is important in a communication, so it controls the order in which the human eye perceives what it sees in the communication thereby influencing users’ perceptions and guiding them to desired actions.

It is compelling and drives conversions

Just as a good artwork is capable of mesmerizing an observer, a good graphic design has the power to capture the attention of your audience and in turn cause them to carry out the call to action stated.

Evokes emotions through imagery and color

A good combination and mix of design elements will show more than telling. With the right color schemes, your graphic design will appeal to potential customers. For example, in the food industry, the preferred choice of colors for themes, logos, and designs are warm colors. They are said to appeal to the appetite.

That said, here are some common graphic fails to avoid:

  • . Excessive design

Most designers often fall into the temptation of putting in every idea they have on their work. While it may be cool to have lots of ideas, when it comes to graphic design, the saying “less is more” cannot be truer. There is a term called ‘white-spacing’ in graphics. This entails the use of white background as backdrop against minimal assets. The result is a minimal, clear and classy piece of design that draws attention to what’s important and towards the clearly written information on the design.

  • . Bad choice of fonts

It is important that graphic designers use the right type of font and one that is suitable for its audience and the nature of the work. But since there is a pool of fonts unused and begging to be used, a lot of designers often exaggerate the use and this often creates a mess in the final work. The graphic designer therefore has to conduct his/her research in order to ascertain what font’s works best and for what occasion. Only make sure the font is readable, it’s a graphic design not a circus.

Poor formatting

Poor formatting in graphic designs is also a no-no. Examples include poor spacing, fonts, color contrasts, etc. A poorly formatted graphic design is not only distracting but it also shows unprofessionalism. Another common flaw is over designing, experts emphasize the need for spacing in any piece of graphic. This is because white space can increase comprehension by up to 20%. Also, minimalist designs are always elegant and place emphasis on the important parts of the design such as the call-to-action.

Finally, remember that good graphic designs not only have the power to attract your target audience but are also capable of holding it too.

Grace Ogbe

I’m a freelance writer and blogger who thinks words, cats and avocados are highly underrated.