Graphic Design and Marketing

by | May 12, 2017 | blog


Sometimes, we don’t realize how much art impacts the world around us.

We are constantly surrounded by it. So much in fact that we don’t even realize it. Sometimes we even have to take a step back and look around us to understand the concept. Art isn’t just a painting on a wall or a sculpture you see downtown. Art consumes this world and fills our mind. It causes us to think about things we’ve never thought about, it tells a story, and convinces us. It’s spread across a wide range of categories including music, writing and television.

Think about all of the famous artists you know, or the ones you may have learned about in school. Pablo Picasso, Leonardo Da Vinci, Frida Kahlo…the list goes on and on. Most of these artists are famous and well-known because they started movements. They poured everything they had into their work, trusted themselves, and stuck with it even though their ideas were different.

Leaders and Movements

There has been one artist in particular whose story has changed my life: Vincent Van Gogh. He was one of the many artists whose work is a perfect example of that passion. He struggled with depression for many years and used painting as a gateway to step away from the darkness that filled his life. When other artists at the time were following the latest trend, he followed his own vision. Every time he took his painting to a museum, they would turn him down because his work was considered “ugly.” You can probably imagine how discouraged he must have felt, being rejected because no one understood his work. During that time, he was sent to an insane asylum and was there for about a year. During that year, he created over a hundred unique art pieces. One night, he looked out his window and created the masterpiece we now know as “The Starry Night.” His work didn’t receive the recognition it deserved until after he took his own life, where it was finally deemed worthy enough to be displayed in a museum. He became known as the leader of the Impressionist movement; this movement is defined as an artistic style that seeks to capture a feeling or experience rather than to achieve an accurate depiction. Unfortunately, Van Gogh wasn’t able to live long enough to see the inspiration he set forth into the world.


Since this blog is supposed to be about Graphic Design, you are probably wondering how this passion for art and graphic design are connected. You are also probably begging me, in your mind, to “cut to the chase.” The truth is that no artist would create beautiful and convincing work if it wasn’t for their love and passion. This is included in the the wonderful profession that I immerse myself in everyday, graphic design.

Creating and Communicating a Message

Before I became a graphic designer at Peppershock Media, I didn’t even understand that everything I do has a significant effect in both the marketing and business world. It’s my job as a graphic designer to use visuals that communicate with an audience. It’s also in my hands to take an idea and develop it into something original. I like to describe it as, “creating something out of nothing.”

There’s No Time to Waste!

Graphic designers and other artists are able to be themselves in everything they do. If you walk into Peppershock Media, you would see our designers sitting behind a computer screen, sipping on hot tea in between clicks, wearing noise canceling headphones. Anything we can do to keep our mind invested in the work is vital, and everyone works differently. There is no time to waste in graphic design. We have clients to please and deadlines to make, and nothing makes us more happy than seeing our clients happy. When we show clients our work, we cross our fingers and hope that they like it. It’s easy to get discouraged because we spend so many hours creating, but we are told to leave that behind us so that we can be open to criticism.

Decisions, Decisions, Decisions

Most people think that graphic design is easy and that “it won’t take very long.” I’m sorry to say that this couldn’t be any further from the truth. Graphic design takes hours of careful decisions. Paul Rand once said, “Design is so simple, that’s why it’s so complicated.” This is the truth. Taking multiple thoughts and compiling something into one logo is very complicated, along with making it memorable at the same time.

Creating a Brand

Creating a brand is essential for any business, it’s collateral that sells. Branding is a process and takes careful planning by the business and the graphic designers involved. Once the brand is created, it becomes the visual source of what people see. Studies have shown that over 50% of all people are more likely to retain information better with an image. People will recognize it and be able to remember it.

You probably know what a target market is if you are involved in the business world in any way. If you aren’t familiar with that term, a target market is defined as “a particular group of consumers in which a product or service is aimed.” When building a brand, one must take many things into consideration before making their plans. One must make sure that people will automatically understand the message behind the brand. One must focus on creating a brand that is unique enough to compete with the competition. Lastly, one must also have a brand that clearly relates to the morals and values of the business.


The next time you step outside, take a look around you and see what’s being advertised and how it’s being advertised. You may be able to see the role graphic design plays in many of these advertisements. If you are creating a brand for your business, trust your graphic designer and let them use their creativity to communicate your message.

About the Author

Rhea Allen, President/CEO and Co-Founder of Peppershock Media (est. 2003), is known for her story-telling passion and extreme diligence in obtaining effective media campaign results by planning and crafting relevant and compelling messaging.
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