La Importance of visual coherence In graphic design work, it is an essential factor for a professional finish. Being a creative field, visual communication requires coherence for the message to be transmitted properly. That is why it is so important that the elements selected are coherent with each other.
Both in the poster design Whether it's logos, websites, or even social media posts, consistency is key to improving audience engagement, reading, and appreciation. In this article, we explore some of the keys to achieving visual consistency in graphic design and improving audience impact.
What is visual coherence in a graphic design work?
La harmony and consistency The use of colours, typography and logos is part of the visual coherence of an advertising campaign in graphic design. It is also part of a communication campaign, that is, of everything that is intended to be conveyed through a visual product. It is about being able to maintain a uniform and recognisable aesthetic, while reinforcing the image and identity of the brand as a whole.
If the fonts, colors and different styles in a graphic design work are consistent, the visual coherence makes it easier for the audience to read it, whether they are familiar with the techniques and resources or not. A first element to consider is consistent colors, since they add a psychological factor to the reading, reception and understanding of the viewers.
Consistent colors and psychological effect
Colors play a fundamental role in any graphic design work and in the search for visual coherence. They can evoke different emotions, sensations and draw the viewer's attention in a matter of seconds. Consistency in the use of colors is essential for the success of any of your visual projects.
Each color has its own psychology and can evoke different associations and responses in people. The construction of these meanings varies culturally, and it is essential to maintain consistency so that the graphic design achieves the objectives according to the audience each piece is aimed at. Red, for example, is a color associated with passion and energy, while blue is oriented towards confidence and calm. If we maintain consistency in the choice of colors, the emotional impact of the pieces will be much greater and effective. You can achieve an atmosphere and tone suitable for effectively communicating your messages.
Colours can also be used to convey the values and personality of a brand or product. Consistent colours are those that reflect attributes and characteristics, and can be combined with different variants but always with the same message or value to represent.
Colors also contribute Cultural meanings and symbolismThese constructions can vary according to each society and culture, and that is why it is necessary to read the target audience very well before creating a campaign or graphic design resource.
Rules for maintaining visual coherence in graphic design
To maintain visual coherence, there are different standards that can be freely adopted, but consistently. The result is a graphic design product that is careful, effective and artistically correct. The more rigorous the use of coherence standards, the better results we will obtain in our communication and advertising campaigns. Among some of the most commonly used standards, in addition to the colour standard, we find those related to the logo and fonts.
Use of logo for visual consistency
Defining the logo well is a start, its main function is to identify the company or brand for the rest of the audience. It must have its colors, proportions and shape very well defined in order to be easily recognizable by the audience.
All manifestations of the brand must have a logo, and there must be a strategy and a strong discipline in its use. In addition, it must have versions appropriate to each type of support so that it will not be distorted over time and the jump from one platform to another.
Once the logo has been defined, it is important to establish clear rules for its use and configuration. What type of graphic resources will it be used in, its position, proportions, free space around it and other general criteria for its reproduction.
Using fonts and how they affect the message
The choice of a particular typographic font over another, it can decisively change the message. As a feature to maintain visual coherence, it is advisable to never use more than two types of typography in a graphic resource. One will be the font for general texts, and the other for headlines. The first must be legible at all times, and the second can be a little more creative and artistic.
Google Fonts offers hundreds of font pairing options to choose from. A good way to take advantage of this rule of visual consistency is by selecting font pairs that have already been proven to work well. You can see examples at Digital Synopsis and choose the ones that best fit your own style.
Photos in the content
Of course the images and photographs They are part of visual coherence. The human brain is capable of processing images in just over 13 thousandths of a second. Images directly connect with various emotions and feelings, which is why their use is essential in a communication campaign. The essence of what we communicate is always contained in an image.
The potential of photographs also helps then to make any graphic design campaign, have a faster and more direct reach to the target audience. If we maintain visual coherence in the design of the campaign, the result will be much more effective and efficient. Achieving a better positioning of the brand or product, or that the message is interpreted correctly by a greater number of people. In short, visual coherence in graphic design is an indispensable component for the campaign to have a good reach to the public.