The old idea that “design is just a decorative layer” has been replaced by a clearer insight: design now plays a meaningful, measurable role in business strategy. Recent research clearly demonstrates that a brand’s visual identity has a measurable impact on customer satisfaction, loyalty, and purchase intent. Moreover, studies show that individual packaging elements — including color, graphics, logos, and layout — actively shape consumers’ emotional and cognitive responses.
Many brands report that improvements in visual identity correlate with better customer perception and, in some cases, higher sales. This is why the role of a graphic designer is increasingly viewed as a core part of brand development, particularly for young companies. Professional graphic designer Yuliia Khudolii shared with us how design can help companies achieve their business goals.
Key Areas of Modern Graphic Design
Yuliia Khudolii, a graphic designer with an extensive portfolio of 100+ projects for brands including Minola, Madam Pim, and No Taboo, believes that modern design is evolving in three key directions:
1. Strategic visual communication.
In this context, design becomes a primary communication tool, expressing brand values clearly and helping build lasting trust and loyalty among customers.
2. Universal and adaptive solutions.
Many projects today seek scalable, multi-purpose design solutions that can be seamlessly deployed across the web, product packaging, storefronts, and e-commerce platforms.
3. Digital commercialization.
Designers not only work for companies and brands but also sell their own ready-made solutions on platforms like Etsy. Creativity continues to generate income for designers, even if they are not currently working with brands.
Examples of Design Impact on Business
“Companies that prioritize design often see improvements in brand visibility and customer response, which can support future product launches,” Yuliia is confident.
Statistics from the past couple of years also confirm this:
— 81% of consumers buy new products because they find the packaging bright and attractive.
— 52% of consumers surveyed will return to an online store again if they receive a product in attractive, premium packaging.
— Finally, 30% of companies share that improved packaging has helped them increase revenue.
If design fails to attract attention, its commercial impact becomes limited — a notable challenge in today’s competitive environment.
Case Study: Yuliia Khudolii
As Yuliia Khudolii explains, the role of design in modern business can be defined this way:
“For me, design is not just visual aesthetics — it is a strategic tool that helps businesses achieve measurable outcomes and reach concrete goals.”
Yuliia develops packaging, logos, brand identity, storefronts, outdoor advertising, and industrial design, developing visual systems that strengthen brand recognition and support business objectives.
Her work is associated with measurable improvements reported by clients:
— Packaging and brand identity mockups helped clients increase sales by 10-30%.
— Logos and visual solutions for brands such as No Taboo, Gufo Kids, Sex Is Good, Every Night Toys, Minola, Weilor, Perfeli, Madam Pim, UATAC, and others made these brands more recognizable and attracted new customers.
— Industrial and advertising mockups accelerated product and campaign launches, saving up to 50% of time in marketing material preparation.
Yuliia actively sells her work on Etsy, building an additional revenue stream through digital products while continuing to work with brands.
“My goal is to create visual solutions that help brands attract customers, turn creativity into revenue, and simultaneously grow my own business by selling mockups,” adds Yuliia.
Conclusion
Modern graphic design goes beyond visual appeal; it contributes to brand recognition and influences how products are perceived by consumers. The task of the next generation of designers is to create an identity that sets a brand apart from thousands of others in a crowded market, wins the trust of customers, and increases sales.
Yuliia Khudolii uses this strategy in her work, creating designs for companies and brands that help transform creative work into practical assets that support brand activities and streamline preparation for new launches. Moreover, as a new-generation designer, Yulia also distributes ready-made design solutions through the Etsy platform, which is more independent for her and accessible to other professionals and brands.
