We live in a world where attention spans are shorter than a TikTok reel. In the fast-paced fields of PR, marketing and corporate communications, graphic design isn’t just about making things look good, it’s about making sure your message gets heard, remembered and acted on.
As a professional working on social campaigns, I’ve seen firsthand how the right image or design can spark engagement in ways words alone never could. It’s time we stop treating graphic design as an “extra” and start recognizing it as a core part of effective communication strategy.
The Data Doesn’t Lie
According to a Venngage Visual Content Marketing report (2023), posts with images produce 650% higher engagement than text-only posts on social media. And the Content Marketing Institute (2024) found that 70% of marketers credit visuals as essential for their storytelling success.
That’s because design does more than fill space. It communicates mood, identity and information faster than words ever could. In an era where audiences scroll through content in milliseconds, good design is what makes them stop.
Visual Storytelling for Brands
Graphic design helps brands tell their story in a way that feels personal, memorable and emotionally charged. Look at any major campaign, whether it’s Nike’s empowering ad visuals or Spotify’s bold, colorful playlists and you’ll see how visual language strengthens messaging.
For PR and communications professionals, this means integrating design thinking into every phase of your strategy. From press releases with custom graphics to branded social campaigns and internal newsletters, visuals should reflect your message’s tone and goal.
“People remember 80% of what they see, compared to just 20% of what they read.”
– Forbes (2023)
That stat alone should make any communicator rethink their next slide deck.
Design in Crisis and Advocacy Comms
Visuals also play a crucial role during crises and cause marketing. Clear, emotionally supportive graphics during difficult moments (think COVID-19 updates or Pride Month advocacy posts) help organizations connect with empathy and clarity.
We’ve seen a huge increase in engagement when pairing advocacy messaging with thoughtful, human-centered design. It’s a reminder that your visuals don’t just deliver information, they shape how your audience feels about your message.
Tools and Tips for Non-Designers
The best part? You don’t need to be a Photoshop pro to integrate great design into your comms work. Tools like Canva, Adobe Express and Figma make it easy for PR and marketing teams to produce clean, on-brand graphics.
Key Tips:
- Keep it simple. Don’t overcrowd your design.
- Use brand colours and fonts consistently.
- Prioritize accessibility (clear fonts, high contrast, alt text for images).
- Test your visuals on mobile — where most of your audience is.
Sources:
- Venngage (2023). Visual Content Marketing Statistics. https://venngage.com
- Content Marketing Institute (2024). Visual Storytelling in Marketing. https://contentmarketinginstitute.com
Forbes (2023). The Power of Visual Communication. https://forbes.com
