What is the first thing that you notice when you visit a website? How appealing the site looks? Or how easy it is to track down what you’re trying to find?

Both are critical to attracting and converting customers to purchase your product or service.

Graphic Design Enables Brand Recognition

Graphic design is the subjective art that represents a brand – the colors, logo, visual style, and representation of a brand’s essence in visual form. Think photography styles, logos, fonts, and color palettes. These are the things that visually distinguish your brand. And, if done right, stick with your customers.

Think about it. If not labeled by name, would you know the difference between an ad for Coke and Pepsi?

Sure you would. Each brand has a very different graphic design style, despite selling similar products. It’s fairly apparent in this case as both are consumer icons, but you will find examples in every category of every industry.

The bottom line is that branding matters. And graphic design is the way to bring it to life. But graphic design is not a silver bullet.

UI Design Enables the Customer’s Path to Purchase

Visually appealing and familiar design may catch your customer’s attention, but what’s next?

Chances are that you want that customer to take action. Enter user interface design.

User interface design (aka, UI design) is the objective practice of optimizing a user’s experience of a digital product, website, or app.

UI designers make it as easy as possible for customers to use a digital product or service, ensuring that the user can easily find what they’re looking for and complete their goal.

Carefully-cultivated layouts, device responsiveness, and prompts enable the customer’s flow and increase your customer’s likelihood of making your desired action.


Let’s say that you’re selling a product online, either through a direct-to-consumer model or a distributor network. In either case, your goal, after you’ve drawn a customer into your website, is to get that customer to click on a buying button.

In this example, your UI design objective is to make it easy for your customers to find that button. To make the button apparent, you would likely place it at the top of the page. And you might also make it a color that pops off the screen and encourages action.

These are fundamental examples, but you get the point. Smart UI design is a tool to encourage action and an impactful complement to traditional graphic design.

Want to learn how to maximize your results through better design? Dennison Creative designers are here to help!

Give us a call at (440) 283-5004 or contact us here: https://dennisoncreative.com/contact/.