The role of personality in design from a graphic designer’s point of view 

Did you know that graphic designers spend considerable time focussing on personality during their creative process to come up with incredible design solutions for brands? 

Making emotional connections is key to a brand’s success and this is something that can be achieved through clever graphic design. 

Brand concept on blackboard

A brand’s personality that is well expressed through appropriate design choices has the power to evoke emotions and establish connections with customers ultimately influencing how they feel about its products and services. 

Here are 5 things to consider when thinking about the role of personality in graphic design! 

Emotional Connection 

Imagine a graphic designer asked you to think of a person you know and then describe them. Most likely you would be able to conjure up aspects of their physical appearance. It is more likely that your deeper and more lasting memories are tied up with interactions—your experience of their personality. For example, do you feel they are extraverted, shy, easily angered, quirky, energetic, artistic, earnest, trustworthy, shifty, rational, or practical? Qualities form emotional connections that cement more lasting memories, and this is what a brand can achieve through great graphic design choices! 

Values and Beliefs 

It is useful to think of a brand as having a personality type. A brand’s personality traits can be thought of as corporate values, ideologies, customer experiences and interactions, and beliefs. These are the things that make us either come back for more or avoid interaction altogether! A good graphic designer knows how to engage with this thinking and use it to inject personality into their designs that will keep your customers wanting to engage with your brand. 

Reflected Values 

Us humans are social creatures that are constantly seeking connection. Connections feel more satisfying and secure when similar values are shared. A brand’s unique values are what secure its connections making it crucial for graphic designers to make sure their designs communicate these elements accurately. Good graphic design pinpoints shared values between brands and their customers. 


Including different company narratives is an effective way to express a brand’s values. Storytelling is a powerful marketing tool! Graphic designers are skilled at identifying narrative elements that capture aspects of a brand’s personality that will resonate with its customers. Expert incorporation of these elements in graphic design ensures brand messaging stays true to its intended meaning. 

Imagining an Audience 

Imagining personas is a great way for graphic designers to workshop how to express a brand’s personality. Creating personas that represent main categories of people within a brand’s customer base gives the designer cues to work from. It allows them to engage with their empathetic side when making decisions about what values a brand needs to communicate for it to achieve the best possible connection. 

I think everyone can probably agree that personality encourages emotional engagement which in turn stimulates memories and guides thought patterns. The absence of a strong personality in brand design means there is no memorable experience to keep customers thinking about your products and services. 

An experienced graphic designer knows the crucial role that personality plays in design. A successful project outcome relies on getting this right! 

If you would like to find out more about the role of personality in design, and engage with a graphic design company that can help strengthen your brand’s connections then contact Fresco today!