Date posted

12 Oct 2023

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The art of visual storytelling

In an age where attention spans are shorter than ever, the ability to tell a compelling story through visuals is critical in the world of marketing and design. Graphic design isn’t just about creating aesthetically pleasing visuals; it’s about weaving narratives that resonate with your audience, forging an emotional connection that can drive engagement and brand loyalty.

Here’s how visual storytelling works:

Visual Hierarchy: 

A consistent use of colour, icon, font and visual hierarchy are what makes a branded asset instantly recognisable. Community Fibre’s recent rebrand does this with its bold purple bubble, accompanied by green logo, yellow deal roundels and white headline copy. Keeping this consistency helps brands stick in our psyches and increase brand familiarity. Big brands always have a consistent and clear brand strategy to make sure all touchpoints keep in style.

Colour Psychology: 

The bold red used in Homeserve’s branding evokes many emotions. Red has many different emotional ties but in this case it is primarily conveying confidence, power and performance. The colours used in branding provide visual cues that tap into our subconscious, telling us a story almost instantly.


Typography can convey a vast range of emotions, small details in letter forms can have a big effect on the emotional tone of a design. For example bold and vibrant fonts might evoke a sense of excitement, while a clean and minimalistic font can convey a more serious or professional tone. Zooplus uses ‘Press Style Extra L’, a typeface with a texture. This mimics nature and adventure tying back to their brand identity of pet food. 


Keeping consistency throughout your brand and between sub-brands makes a company easier to recognise and can help with consumer trust. Changing some elements but keeping the core identity is a fine line that Entain successfully pulls off. Party Casino, Party Arcade and Party Poker all maintain the same structure when creating assets but have their own distinct colour palettes and graphic devices to separate them from each other.

Emotional Connection: 

Imagery is another way to provoke an instantaneous, emotional response. Apollo Private Wealth and Mark Warner expertly use emotive photography to convey a certain lifestyle or moment in life that resonates with people. Seeing aspirational moments like getting married and being with your family on a warm beach in Greece can help convey what the messaging is saying and imagining yourself in that scenario helps persuade people to buy from that brand.

In a world saturated with information and advertisements, compelling visual storytelling sets brands apart. Whether it’s through the hierarchy of elements, colour psychology, typography choices, consistency in design, or emotional connections, every visual choice contributes to the story a brand tells.

Great graphic design isn’t just about creating images; it’s about creating narratives that resonate. It’s about crafting a visual language that speaks to your audience’s emotions, values, and aspirations. It’s about making your brand a character in a story that your customers want to be a part of.

If you or someone you know are looking to create something meaningful with the aid of design then get in contact with the Creative Team at Rocketmill.