3.2 TYPES OF GRAPHIC DESIGN 44 Can you give a definition of business design? In design, a banner refers to a graphic element that spans horizontally or vertically across a webpage or any other medium. It is used to highlight important information, draw attention, or create a visual hierarchy within the layout. Conversion refers to the action of transforming a casual visitor into a potential or real customer. Examples of conversion are making a purchase, signing up for a newsletter, requesting a quotation or a contact. ONLINE RESOURCES Social activism and graphic design compelling: avvincente overall: complessivo thoughtfully: in modo ponderato 108 GRAPHIC DESIGN BUSINESS DESIGN Graphic design is not only limited to the aesthetic appearance of things but also includes their functionality and usability. It can be applied to a wide range of products, services, and systems and each type requires specific sets of skills and techniques. Packaging and corporate brand design Packaging and corporate brand design are key elements of a brand s identity that help customers recognise and connect with the brand itself. Packaging is often the first physical interaction a customer has with a brand, and it should be thoughtfully designed using materials that present the product attractively. This includes the product s name, label design, and its overall look and feel. It must be both functional and visually appealing, while still reflecting the brand s values and possibly embracing sustainability. Corporate brand design, on the other hand, includes the broader visual and communicative aspects of a company, together with its logo, tagline, website design, messaging, and tone of voice. It should maintain consistency across all products and platforms and convey the story behind the product: its origins, craftsmanship, and inspiration. Since packaging serves as a powerful tool for businesses to stand out on store shelves and connect with the target audience, it must work in harmony with the broader corporate brand design to create a cohesive and engaging brand experience. Marketing and advertising design Marketing and advertising design refers to the visual and creative elements used to promote a product, service, or brand in various campaigns. It is used to build and reinforce brand identity, using visual elements to make a brand recognisable and memorable, and engaging the target audience by creating visually appealing content echoing their interests, emotions, and needs. This design spans across various media, from print materials like brochures and posters, to digital content such as social media ads, online banners , email campaigns, TV commercials, and websites. The design therefore must be adaptable and consistent across all these media to ensure a unified brand experience. The goal of marketing and advertising design is to attract attention, communicate key messages, and drive actions that lead to sales, subscriptions, or other forms of conversion . Clear calls to action, compelling visuals, and persuasive messaging are key to this process.