Deconstructing the Psychology behind Graphic Design

By Shyrose Vastani , Dec 4 2014

Design has become a valuable marketing tool. Today, even the general public critically analyzes various aspects of design. Considering the success of any design idea highly depends on its audience, therefore, it is crucial to design according to the way people think. Perhaps, putting in more effort in research and extending a personalized touch in design would save you from bearing clumsy responses on social media; see, for example, the Share a Coke and personalized jars of Nutella marketing campaigns who successfully implemented both.


Share a Coke

Connect to People

It is easy to lose the hale and hearty customers, if the message is not communicated in a desired manner. We have examples of some good and bad design ideas of 2014 that people criticized or cherished over social media. Hershey’s kiss, AirBnB Logo, Olive Garden and Pizza hut rebranding ideas were those that were thrown into the shoal of piranhas.

The Critical examining of these brand failures, comprehends at least one message loud and clear – that the designers and brand owners failed to understand the psychology behind design. Hence, they failed in connecting with their audience.

Psychology behind graphic design is basically about capturing the minds of potential customers. Designers need to understand the psychological parameters of design because every single color, typeface, shape and structure communicates a subconscious message to the viewers. Also, the way it has been incorporated in design evokes certain kind of emotions.

See below, how the psychology, applied in different aspects of designing evokes human emotions.

Psychology to Guide

Also Explore:Deciphering Shape Psychology for Graphic Design

Moreover, Color, font and spaces used in a design also plays a fundamental role in communicating the right message to desired audience.

Before choosing a color for your business, it is crucial to consider certain things because color has a power to boost or break your sales. It has a lasting effect on consumer’s consciousness, where effective color application can lead the customers purchasing behavior.

Similarly, fonts needs to be carefully chosen and the spaces needs to be cleverly set in the design, keeping in mind the target audience and emotions that needs to be evoked.

We, as humans, respond differently to different elements of design. Different colors, shapes, typefaces – all create an interaction of association that is individual. Thus, a skilled designer is the one who can apply each of these elements efficiently by playing into the psychology of its viewers, and inferring particular characteristics of a brand, to the target audience. Explore art of choosing right colors, typefaces, shapes and structures for your business in the slide share below:

A philanthropist by nature, Shyrose Vastani is professionally working as a digital media marketer and visual design blogger. She is a visual media enthusiast with keen interests in research, business trends and graphic design. With a background in psychology, she is passionate about learning and sharing knowledge about visual media and its impact on consumer behavior and people in general.


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