In a world where everyone competes for a second of attention, visual communication is not just important: it’s essential. If you don’t make an impact, nobody sees you. And trust me, in the digital age, no one wants to be ignored.
Among the more than 7.000 languages that exist, there is one we all understand without the need for translation: the visual one. A well-designed sign or icon, or a striking logo can say a lot without a single word. How many brands do you know that don’t need explanations? Google, Apple, Coca-Cola, Disney… Their identity and images speak for themselves. And that’s the power of the visual. But how is it achieved? How do you communicate visually with impact? Take note, we’re starting now
1. Design with intention
Design isn’t just about something pretty. Every colour, every font, and every white space must have a purpose. Red? Urgency. Lots of space? Clarity. Designing with intention and a goal is communicating with precision.
2. You only have 3 seconds
We live in an endless scroll, and if your message doesn’t make an impact from the first second, it will be forgotten. Use powerful images, short messages, and a clear structure to capture attention before the user gets bored (or worse, doesn’t even see you) and moves on to the next piece of content.
3. It’s not just me, science says so
Our brains remember 80% of what they see and only 20% of what they read. Infographics, illustrations, simple graphics, video snippets… If you want your message to stick, make it visual.
4. Adapt to the context
A leaflet when exiting the underground, an Instagram reel, or a corporate presentation on a projector – they’re not the same thing. It’s crucial to consider the channel, choose the most appropriate format, and adapt the visual communication to the context.
5. Never forget stories
Always keep storytelling at hand! Good designs are compressed stories. Your brand has to connect, evoke emotion, and speak from the heart. It’s important to create materials that don’t just inform, but also make people feel.
In summary: designing well is not optional. If you still think design is just the “pretty part” of a message, it’s time to update yourself. And if you need help building pieces with a strong, consistent identity that connect with your audience, we’re here for you. At Canela, we create projects as cool as these, which you can find in our portfolio.
Sarai Carcedo is Design Manager
