Every time you scroll through social media, you see image upon image. These include photos, videos, reels, carousels, and more. More often than not, it is a complete visual overload that your brain cannot process, so you simply keep going. 

However, now and then, something catches your eye, and you automatically stop scrolling. That right there is the power of great graphic design. It may be as simple as noticing your favorite color or seeing a bold question that makes you think. 

Graphic designers keep their audiences in mind whenever they create anything new. This is because graphic design must serve a purpose, and that purpose comes full circle by driving more effective design. 

What Is Graphic Design?

Before getting into the intentions behind graphic design, it is important to understand what exactly graphic design is. 

At its core, graphic design means planning and visualizing ideas that communicate a message. Graphics include everything that conveys messages and builds a brand, product, or event. Designers use graphic design elements, such as form, shape, size, color, and texture, to get consumers to stop scrolling and take in the message. 

For designers to be successful in communicating ideas to a specific audience, they must combine design elements with design principles. These include proportion, contrast, emphasis, and movement. 

The goal of this combination is to do more than grab an audience’s attention for a fleeting moment. It is about designing images and videos that deeply resonate with an audience. Graphic designs should spur people into action. It should make them believe that if they do not act on the CTA of the image or video, they will regret it. 

Purpose-Driven Graphic Design

Social media, in particular, has changed how consumers interact with brands. In the past, there was a great divide between customers and the businesses they bought products and services from. 

Social media platforms have brought consumers and brands together. As such, consumers know far more about businesses than ever before. They are aware of their manufacturing processes. They know more about their origins and why businesses offer the products and services that they do. 

Moreover, consumers now have more choices. Because they can choose, they often go with companies and brands that stand for something. They want to support organizations that have a purpose beyond making money and that want to give back to the community. 

Graphic design fits beautifully into this relationship. Designers can communicate a business’ purpose and achievements without needing a wall of text on a website. They can use their design skills to evoke emotion in audiences and prompt consumers to support a brand in its journey to becoming more socially conscious and making a positive impact. 

What Does Purpose Refer to in the Context of Graphic Design

So, what does purpose mean when it comes to graphic design? It is more than just connecting shapes and colors to a logo or a brand. Bringing purpose to graphic design means highlighting the values and goals that drive a brand. That purpose translates into visuals that audiences can connect to. 

Think about your favorite ad campaign. Why do you like it? Is it because you like the colors or because it reminds you of someplace you enjoyed as a child?

Great advertising campaigns do this: They evoke sentiment and emotion while representing a brand, targeting an ideal audience, and bringing across a call to action. 

The Coca-Cola marketing team is incredible at doing this. The brand’s Choose Happiness campaign in 2015 is a powerful reminder of this team’s design skills. 

These campaigns do not only fare well on social media or TV. Some print ads appeal just as strongly to a target audience. 

Remember the ‘What Goes In the Ocean Goes In You” print ad highlighting how much plastic waste is in the sea? Also, consider Pro Juventute’s disturbing full-page ad about cyberbullying. 

These images stay with audiences, which is exactly what graphic designers want. For purposeful design to mean something, it must stick with its intended audience and motivate them to do something. 

More Purposeful Designs in Action

Another example of purposeful design is that of Patagonia. The company sells outdoor apparel but is also fully committed to environmental sustainability. Therefore, they use recycled materials in their products and advocate for the environment using stark and unforgettable images in ad campaigns. 

Dove’s advertising campaigns also have a deeper purpose. Yes, they display many soaps, shampoos, and lotions, but diverse models promote these products. Dove is committed to challenging traditional beauty standards and promoting self-acceptance. 

Essentially, this company goal (less so the products) motivates consumers to support a company like Dove, especially when there is so much competition. 

Creating Designs With a Purpose in 2024

To create even more purposeful designs in 2024, graphic designers must consider what modern audiences want. For instance, Gen Z audiences prefer to support brands that endeavor to reduce their carbon footprint. 

To appeal to this type of audience, graphic designers must highlight how a brand is working to protect the environment and how its products and services contribute to that commitment. 

Moreover, all audiences want transparency from brands. This means graphic designers must also be transparent about their messages. It is the only way to truly build trust with a target audience. 

Social Impact Graphic Design Is the Future

Social impact graphic design is big in 2024 and will stay so in the future. Graphic designers will continue to use their skills to make tangible differences in communities. They will continue to work towards addressing environmental issues. 

Furthermore, social impact design will continue to center around accessibility and social justice. There is no longer a gap between society, community issues, and big businesses. Graphic design and the messages within allow everyone to work together to improve things. 

That is how simple but powerful something as straightforward as graphic design can be. In addition to the existing elements and principles of graphic design, designers will continue to focus on co-designs, ethics, activism, and thoughtfulness. 

This, together with the latest technology, means that graphic designers can always play a critical role in shaping the future for brands and customers.