If you’re a marketer who suddenly finds themselves designing graphics, you’re not alone. Between Canva, AI tools, and ever-tightening budgets, more marketers are being asked to “just make something,” whether or not they have formal design training.
But what makes a good marketing graphic?
Let’s break it down.
Why Your Visuals Matter More Than You Think
People judge your content in seconds, and your visual is usually the first (and sometimes only) thing they notice.
A great graphic doesn’t just look good. It:
- Catches attention
- Communicates one clear message
- Supports action (click, scroll, convert)
Miss any of those? You lose the moment.
3 Core Traits of an Effective Marketing Graphic
1. Clear Visual Hierarchy
This is what tells the viewer, “Start here.”
Hierarchy is about guiding the eye from most important to least, and making it feel effortless.
What to focus on:
- Your headline should be big and bold
- Supporting copy comes next, smaller and less intense
- The CTA (call-to-action) should be placed where the eye naturally lands
2. Strong Contrast
Contrast is how you make things stand out. If everything is the same size, color, and weight — nothing stands out.
Quick wins:
- Use light text on dark backgrounds (or vice versa)
- Avoid colors that blend together (like pastel-on-white or gray-on-gray)
- Make CTA buttons visually loud
3. One Message Per Graphic
Too many marketers try to cram multiple messages into one visual, a sale, a product launch, a brand statement, and three hashtags. That just leads to confusion.
Instead:
- Stick to a single message or offer
- Design with that one goal in mind
- Use whitespace to help your message breathe
Common Mistakes to Avoid
Let’s be real; we’ve all done some of these:
- Way too much text
- Funky, hard-to-read fonts
- Low-quality stock photos
- Ignoring your brand colors or fonts
- Trying to squeeze multiple offers into one visual
Most of these come from trying to do too much. Simpler is stronger.
Examples of Graphics That Work
🎧 Spotify Wrapped
Bold colors. Huge text. One message. Instantly recognizable, emotionally charged, and highly shareable.
🐵 Mailchimp Product Launches
Mailchimp’s visuals use bold type, smart color blocking, and plenty of whitespace. They know how to lead your eye while staying playful and on-brand.
Quick Checklist for Your Next Visual
Before you hit publish or send:
[ ] Is your main message the most visually prominent thing?
[ ] Does your design guide the eye logically?
[ ] Can someone understand it in under 3 seconds?
[ ] Does it feel consistent with your brand?
One Last Look: Before & After
Here’s a visual example of how small tweaks to contrast, layout, and clarity can make a huge difference.
Want to learn how to make better graphics? Check out my new book, The Visual Marketer! It’s written for marketers who have to take on the task of creating their own visuals. You might have the tools, but you won’t get the results you want unless you understand the basics of design.
