When building a brand’s image, every visual element is important, from colours to images to pictorials, because each of these conveys a message and helps to attract attention and create a connection with the target audience.
Also, when developing the visual concept for a product or brand, it is very important to keep a balance between creating something new and interesting (maybe even “shocking”) visually and communicating the values and message of the company or product.
Pictograms and images are extremely effective in attracting the viewer’s attention and engagement, remembering that images are part of our everyday lives. Images describe the world we see and we find them everywhere: on screens, on walls, in magazines, on packaging. But let’s not forget that images also mean “mental images”, i.e. ideas, concepts and representations that we find in paintings, illustrations and icons.
Images and icons are highly effective communication tools, whether they represent real, imaginary or abstract people, objects or places.
Here are 5 ways you can use images and icons in your graphic design to make it more effective.
1. Use them to highlight key points
Think of a document in which you want to list certain concepts, you will use bullet points or dashes to make your message clear and neat. In the same way you can use icons.
Inserting unique icons and symbols or images to highlight aspects of the brand identity or message in a visual way helps achieve a streamlined design and dynamism.
The icons not only explain the information in a simple and easy-to-understand way, but by customising them your design will be unique and easily identifiable.
2. Use them to customise your design
We don’t always create company or product designs that are spectacular or that allow us to juggle lots of graphics and colours, and in these cases icons can be our best ally.
Use image pairing with icons to bring out the anonymity and individuality of a photo that doesn’t attract attention on its own.
3. Add a background
If you don’t know how to make a bunch of icons look spectacular or be more easily identifiable and therefore easier for the user to use, add a background. It can be any shape, but generally a simple circle or square background is a safe recipe.
It may seem like a small thing, but we assure you it’s often the detail that makes the digest, not only does adding a background add colour, but it also gives the feeling of order and organisation.
4. Harmonise icon and text
Just as with the choice of colour palette and accent shades, where all the colours and shades need to harmonise and be consistent with the message you want to convey, so with icons and text you need to aim for consistency, harmony and balance.
There are no clear or strict rules to help you make sure you’ve chosen the right icons, but if you use the same general style you should be able to give consistency to your design.
It’s very important to remember to maintain a consistent design and not mix too many styles.
5. Add animations
Adding animated icons can give a dose of personality and dynamism to your design, but it’s good to remember that size is key – too much animation can be confusing.