How to communicate visually with symbols, icons and images.
Whether you’re drafting a business report, designing a social media graphic, or putting together a presentation, visual elements can help close the gap. Here are some steps to developing visual communications that are engaging, emotionally resonant and message driven.
1. Define your core message.
Before diving straight into design, identify the message you want to convey. Do you want to inform, inspire, or persuade? Defining your core message will give purpose and direction to every symbol, icon, and image you choose.
2. Explore the underlying emotional meaning.
The visual communication elements you use should resonate with your audience. Consider the emotions you want them to feel. For example, a campaign around sustainability might evoke feelings of responsibility and care. This can add depth to your visual choices.
3. Generate visual ideas.
Use a mind map to brainstorm different visuals that could represent your message. Think outside the box, and instead consider cultural symbols, metaphors or custom illustrations that can make your visual communication elements stand out. For example, the yin-yang symbol for balance, or doves for peace and freedom.
4. Create initial mockups.
Bring your ideas to life with rough mockups. This will help you determine colours, shapes, placement and more. They don’t need to be perfect either. Mockups are a starting point to see how your visuals come together in practice.
Share your mockups with colleagues, stakeholders, or a small audience sample and collect feedback. They will be able to offer fresh perspectives, reveal blind spots, and inspire new visual communication ideas.
6. Review results and refine your approach.
Once you’ve gathered your feedback, you can refine your visuals. Ask yourself if your images align with your core message and emotional tone. Make necessary changes until your design feels impactful and ticks every box.
