We’re in the age of big data, and that means we have a lot to learn about how we create, communicate, and grow businesses. Graphic design and big data intersect in two major ways: First, graphic design for small business marketing is constantly being informed by new data about customer behavior and digital word of mouth. Second, graphic design is responsible for presenting high-impact, relevant data sets in an easy-to-understand and compelling way.
So, what is big data anyway?
When you are logged into your Google, Facebook, or any other account, your clicks and behaviors are being logged. That information is then stored in a database, along with demographic information from your profile. When millions of users’ behaviors are combined to create millions of data sets, companies are able to search the data and make generalizations about user behavior.
For instance, when Amazon discovers that users who abandon a cart will come back and check out when they are reminded, they will start sending personalized email reminders. And that insight gave them a 29% sales increase!
Let’s look more closely at two developments in how graphic design and small business marketing interact with big data…
1. Graphic Design Informed by Consumer Data
With a constant flow of data about customer behavior, we can ensure that small business customers experience unified, story-driven interactions with a brand through all products, services, and marketing materials. Essentially, we are ensuring the users see the correct, customized message no matter where they are in the buyer’s journey, because we have data about their behavior. We can also use data to continually update designs, based on consumer feedback, to stay up to date with the latest trends.
This is especially true with graphic design for digital marketing. Using analytics tools, we are able to see a wide variety of data about small businesses, including search visibility, search term trends, how customers get to your website, what they do once they are there, and more. By focusing on the right combination of data elements, we can find the right graphic design and marketing strategies for a specific business and their specific industry.
2. How to Represent the Right Data With Graphic Design
The other side of big data’s influence on graphic design is that designers are now often being tasked with the job of representing high-impact metrics visually. Research shows that we process visual information 60k times faster than text! That’s why we've seen a huge influx of infographics over the past couple of years. This trend is only getting stronger, and is requiring graphic designers to solve increasingly complex visual representation problems.
The demand for graphic design to tackle big data sets isn’t simply about comprehension; it’s also about marketing. When a design for marketing material clearly communicates compelling data results—whether it’s comparative statistics or evidence for a growing trend—potential customers respond. That point of design communication translates to likes, clicks, community growth and lead conversion!
Are you interested in graphic design for your small business? Let’s grow your business together.