Readers need to understand the importance of design in terms of reinforcing a campaign’s message. If it is done well, then the design should underscore the message that it is trying to convey. This is very closely related to the importance of a distinctive design for your brand. More than that, however, is the potential power of design in terms of evoking a response from your target audience. Every campaign seeks to evoke a response from the audience.
To put it in more concrete terms, let us examine the fundraising campaigns of the various nonprofit organizations. One would easily notice that they often make use of photographs that tap into the primal feelings of its audience. Instead of typing out a thousand words about the world’s problems, they make use of a single image to tremendous results. Immediately, the audience understands the importance and the urgency of the campaign.
This is why designers must have a full understanding of how to make full use of the different design elements available to them. It is also a matter of choosing the right framing design and starting a conversation with one’s audience.