Behind the Design: Looking Beyond the Aesthetics…The Role of Research in Making Effective Design Decisions

When thinking of graphic design, it is easy to automatically consider aesthetic images, bold visuals, and appealing typography. These are important elements in design; however, it is equally important to understand the “why” behind the design. To grasp the connection between appealing visuals and marketing research in graphic design, it is crucial to consider both quantitative and qualitative research.

It is easy to fall into the trap of creating a beautiful piece of work that lacks a clear message or confuses viewers. The design may be stunning, yet it misses the mark on meeting the client’s needs. Quantitative and qualitative research enable a more consistent and informed approach to design decisions before they are released to clients or viewers.

Ultimately, it comes down to understanding the client’s needs rather than focusing solely on the aesthetics of the design.

Quantitative research offers data-driven results to measure the success or failure of a design. For example, if a designer wants to evaluate how respondents react to a billboard design before it is made public, they could use a quantitative survey with Likert scale questions.

Likert scale questions measure respondents' opinions and attitudes using a scale, typically ranging from 1 to 5 (1 strongly agree and 5 strongly disagree). These metrics are effective because they give researchers a clear understanding of where respondents fall within the given range of options. Data-driven metrics provide quick insights to guide specific decisions that may refine the original design while ensuring its success.

Although quantitative research offers clearer results, qualitative research provides equally valuable information for a designer when making certain decisions. This is where the “why” comes into play. A great example of how a designer can use qualitative research is by conducting a focus group while designing a brand’s logo. In the focus group, the designer can ask participants about the tone the brand should convey based on the colors, theme, and overall design. A focus group offers designers an outside perspective on their creation, informed by the opinions of participants.

Graphic design is an industry that requires both beauty and brains. Visual appeal is essential to capture the interest of viewers and clients, while research provides both quantitative and qualitative insights that benefit the designer.

Coca-Cola is a brand that excels at creating strong emotional connections with viewers through its visual elements. To explore this concept further into how Coca-Cola uses these research methods, read more here.

Next time you want to deliver designs to a client, consider conducting quantitative and qualitative research to get the optimal benefits as a graphic designer.