Cracking the Visual Code Approach: Branding secrets for modern companies

When we think of large corporations, we often picture their widespread recognition and impressive profit margins. But what truly fuels the success of their brands? In this article, we'll dive into one fascinating aspect of this phenomenon, uncovering the secrets behind their remarkable achievements.

In my experience across various sectors, including media, graphics, and production, I have observed that medium and small enterprise owners and managers frequently underestimate graphic design's potency and influence on consumer behaviour. 

How can it be that a mere image can contribute to a company's revenue? In fact, Graphic design can achieve even more; the key lies in its role in the Visual Code Approach.

Research conducted by McKinsey & Company has revealed a significant positive correlation between the level of investment in design and a business's financial performance. 

What explains this relationship?

Science: “It is better to see once than to hear a hundred times”

Numerous studies indicate that visual and auditory effects significantly influence the parameters of the electroencephalogram (EEG) and the rate of propagation of the pulse wave (CPW) more so than exposure to auditory stimuli alone.

Research has also identified specific patterns related to the impact of visual design on human perception:

- Visual perception serves as one of the most rapid and effective means of conveying information to the brain.

- The ability to recognize visual information tends to decline with age, particularly among older individuals.

- Icons that represent tangible objects are recognized more readily than abstract symbols.

- Visual images tend to be retained in memory for extended periods, even after a single exposure.

- Vivid images are retained more effectively than those that are commonplace or ordinary.

- There exists a correlation between sensory experiences and visual imagery; for example, observing an image may evoke sensations of taste or smell, a phenomenon known as synaesthesia.

Here are some examples of how different graphical solutions can affect our perceptions, emotions and impressions:

A) For instance, a sunny day with plans for a walk can suddenly feel like an intimidating night in an alley with a flying monster if presented in a different colour scheme. 

B) Similarly, beautiful autumn harvest fields bathed in the warm rays of the setting sun can transform into a lifeless winter landscape on a frosty morning.

C) Additionally, the choice of font can completely change the meaning of the text.

In summary, visual design is typically processed by individuals with greater ease and speed, reflecting the underlying mechanisms of cognitive function.

What Exactly is the Visual Code Approach?

The Visual Code Approach (VCA) in graphic design constitutes a method of communication with viewers, be they consumers or users, through the strategic application of colour, shapes, fonts, and various graphic elements to effectively convey information about a product or service. This approach enhances the perception of information, accelerates cognitive processing, and simplifies understanding of complex concepts. VCA represents an integrative strategy in graphic design, merging the principles of psychology, marketing, storytelling and user experience (UX) design.

The relationship between the VCA and corporate branding is significant, as graphic design is essential in enhancing brand awareness, establishing a coherent visual identity, and articulating company values. Concurrently, VCA aids in attracting the attention of the target audience and fostering an emotional connection with the brand.

While these may appear to be merely logos, images, and advertising materials, their profound significance within the realm of business cannot be underestimated.

Colour as the main language for the Visual Code Approach

In 2025, colour will reach a new level, transforming from a mere design element into a powerful tool for creating atmosphere and shaping emotional perception. Professional designers have recognized the influence of colour and effectively use it to impact consumer mood and behaviour. Colour in VCA is based on early studies that examine how colour influences perceptions, making it a vital component of user-centred design.

The influence of colour psychology is stronger now than ever before. Neural networks, which analyze user preferences, increasingly propose design solutions that challenge traditional norms. Additionally, new algorithms in advertising help predict how specific colour choices will be perceived by target audiences. While contrasting and unconventional colour combinations may have previously met with resistance, they are now harnessed as powerful tools to enhance brand identity.

In 2025, two key colours emerge as dominant forces: Future Dusk is celebrated as the most popular colour of the year, while Mocha Mousse is recognized as the main colour of the year according to Pantone. Another notable trend is the increased use of bold colour combinations. These developments present new opportunities for web designers, as colour solutions become not only aesthetically pleasing but also personalized and tailored to how users and algorithms perceive them.

The use of colour as the main branding tool has long been an important element in an increasingly personalized marketing environment. For example, Future Dusk can be used to create a sense of stability and adaptability, and bold contrasts can set the product apart from competitors.

The capacity to influence users through visual imagery underscores the logical application of this principle within the business context.

How does VCA help businesses?

It's not just aesthetics that work with visuals, but also a marketing strategy. With the help of VCA, you can express the uniqueness of the brand. Web designers and marketers are increasingly relying on research data to select the best visual solutions that are suitable for their target audience.

In 2025, VCA is turning into a key element of visual communication, and its proper use helps not only to improve the perception of the site but also to increase conversions since it directly affects user behaviour and their emotional perception.

Conclusion:

Visual Code Approach (VCA) in graphic design play a crucial role in defining and enhancing a brand's identity. It enables a brand to stand out in a crowded marketplace, ensuring that its visual elements capture attention and leave a lasting impression. Effective graphic design is not just about aesthetics; it communicates a brand's values and messages in a clear and impactful way, resonating deeply with its target audience. 

By employing consistent visual elements—such as colour schemes, typography, and imagery—brands can establish a strong sense of trust and authority, fostering customer loyalty. Additionally, well-executed graphic design can significantly influence buying decisions by creating appealing promotional materials that drive sales and engagement. 

In today's competitive landscape, embracing the transformative power of graphic design is essential for businesses aiming to elevate their presence and effectively convey their unique stories. Investing in quality design can lead to greater recognition, enhanced consumer relationships, and ultimately, more successful outcomes.