What is Communication Design?

Communication design is a sub-dicipline of design in which visuals are creating with the intent of communicating information clearly with the reader. Typically, communication design focuses just as much on the message being conveyed as aethetic elements, and is often used interchangably with the term graphic design.

Today, we are surrounded by thousands of ongoing conversations through a myriad of channels ranging from text messages from friends, to massive animated billboards outside of where we work, all the way to the constant nagging for our attention advertisements on mobile apps and computer screens. It would be impossible to even get through the day trying to read every message that flies past our eyes and ears in day to day life. Determining whether or not something is relevant to us is something that we do minute by minute with nothing more than a glance, and as a result, communicating visually has never been more important.

Communication design is about speaking through visuals, and telling the viewer as much of what they want to know as possible before they have had time to read a single word. While we are taught to not judge a book by it’s cover, a good cover should still communicate why someone would want to pick it up in the first place. Speaking the visual language of those with whom you wish to reach not only helps you make those connections, but it also allows viewers to find the sort of content relevant to them. 

Taking a step beyond making that first crucial connection, communication design also serves to convey the tone and intent of whatever message is being read. So much of how we reach one another nowadays is done through non-verbal mediums where tonality is completely lost. Things like hyperbole and sarcasm can be hard to get across effectively through text, which is why the use of visual communication has become so important. Much in the way that a movie score sets the mood for a scene, the style of your visuals and graphics will determine how a reader feels about your message, and the way they perceive it. This is why rock bands can use a grungy, raw aesthetic while the same would not instil hope in an internet provider. 

In short, it is crucial to meet your target market where they’re at. Speaking the visual language of your demographic helps them find the content that suits their interests, and can help form a positive, ongoing relationship between you, and those whom you wish to reach.