For a website to reach its full potential, it is essential to attract the right audience. With the quantity of websites ever increasing, it is becoming clear that a properly designed website must go beyond simple functionality in order to stand out from the crowd.

Website design used to be limited in terms of creativity. This is because it has previously been confined by specific technical restrictions and regulations. However, as technology has developed, graphic design has been integrated into the building of websites. Now, brands are finally realising why graphic design has such a crucial role to play in website design.

Graphic design covers everything from, background images, banners & typography to colour schemes. Effective graphic design makes your website look more professional and creates a stronger brand image.

As the website is the first thing that a potential customer sees, it is vital to create a first impression that will be remembered (for the right reasons). A strong first impression is crucial in building your brand identity and as Marketers, we know how important branding is for a business. Graphic design can assist with this and help you to communicate the ideologies of your business through use of colour schemes, creative typography and imagery.

Images capture the attention of visitors before anything else on your website. So, it is important to implement a comprehensive and well-planned design strategy, to ensure that website visitors can understand your brand immediately.

Effective graphic design not only makes your site look professional, but it also means that visitors are more likely to read and trust your content. Sources say that articles with images receive almost double the views of those with no pictures. Therefore, graphics can be used to compliment content and even enhance it. For example, graphic design can be used to create infographics which can provide added details to blog posts or news stories amongst other content.

It is also proven that the use of graphic designs can make websites more user-friendly. In fact, 38% of people will stop engaging with a website if the content/layout is unattractive. Images are clicked on more than text links when users given an option and using graphic design to aid navigation keeps your sitemap simple. This can be used as a tool to encourage users to browse your website, increasing the average number of pages visited and reducing your bounce rate.

Finally, it is no secret that images are behind social media success. The internet is becoming a more visual space and websites must mirror this in order to be successful. Just as a Facebook post will be shared if it is accompanied by an eye-catching image, a website that is aesthetically pleasing stands a greater chance of being shared and most importantly, remembered. Articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. With this in mind, increasing the potential number of social shares is a great way to drive more traffic to your site and hope to increase your total sales.