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Visual identity is how you shape perception and create an impression through the visible elements of your brand. Images are a powerful form of communication, specifically because they do not communicate with words. They speak on a primal, emotional level and are thus more persuasive. But with great power of communication comes great responsibility: you’ll want to be extra cautious that you’re not sending the wrong message.

To make sure your visuals are communicating the way they should, we’ve compiled this guide to all things visual identity—by the end you’ll be prepared to create one that will inspire customers to pay attention.