As a graphic designer weighing your career options, B2B graphic design is a great choice, considering stats like:
- The global graphic design industry was worth $49.7 billion in 2023.
- Demand for graphic designers is expected to grow by 3% in the US between 2022 and 2032.
- 81% of businesses use graphic design in various formats.
- As of 2024, there are 450,279 graphic designers worldwide — up 1.9% from 2023.
Plus, B2B graphic designers have great earning potential — the average annual salary for graphic designers in the US is $57,990, but top industry earners rake in more than $100,000 per year.
If you want to pursue B2B graphic design as a career, you’ll need to get to know the basics.
Luckily, we’ve got you covered with this comprehensive guide to B2B graphic design — so let’s dive in.
What is B2B graphic design?
B2B (business-to-business) graphic design refers to the creation of visual content for businesses that market their products or services to other businesses, rather than directly to consumers.
This type of design is tailored to meet the needs of professional and corporate audiences, which often differ from consumer audiences. Key aspects of B2B graphic design include:
- Professional aesthetics: The design is often more formal and professional, reflecting the corporate nature of the audience. It may use a more restrained color palette and straightforward layouts compared to B2C (business-to-consumer) designs. That said, some B2B brands prefer to use bold colors to stand out.
- Brand consistency: Ensuring all visual elements align with the brand’s identity is crucial. This includes the use of logos, color schemes, and typography that adhere to the company’s branding guidelines.
- Effective communication: B2B design should clearly convey the message, value proposition, and benefits of a product or service. For instance, Monday’s website communicates its value proposition with a minimalist design and toned-down blue color palette, projecting a more serious, reliable image than its former, more colorful look.
- Targeted messaging: Understanding the specific needs, challenges, and interests of the business audience is essential, as designs often include industry-specific terminology and imagery.
- Marketing materials: This can include a wide range of materials such as brochures, presentation decks, trade show displays, digital ads, and reports.
- Digital and print media: B2B graphic design encompasses both digital (websites, social media marketing, email newsletters) and print media (brochures, business cards, reports).
For example, Adobe mixes user-generated content with design how-tos to appeal to a younger audience on its Instagram page:
How do B2B graphic design professionals stay organized?
With so many different assets to manage, staying on top of digital storage and organization is the only way to ensure creative assets are properly used and distributed — whether it’s using the latest version of the logo or keeping creative licenses up-to-date.
Most B2B graphic design professionals use a digital asset management (DAM) platform like Playbook to help them manage high volumes of digital assets and maintain brand consistency across platforms.
With features like visual browsing, automated tagging and deduplication, license management, and tons of storage, Playbook ensures assets are easy to find, accessible, and always aligned with brand guidelines across various platforms.
Try Playbook for free and receive 4TB of lifetime storage.
Why is good design essential in B2B marketing?
Graphic design supports sales and marketing strategies by creating compelling marketing materials that provide clear and relevant information and offer consistency in design across all platforms — crucial for building and maintaining trust and credibility in B2B relationships.
It plays an essential role in B2B marketing, especially when you consider the fact that humans process visual information in just 13 milliseconds — 60,000 times faster than text.
Relevant visuals that resonate with the target audience boost visibility and engagement, so it’s no wonder original graphics are the most-used type of visual content by marketers.
The quality of graphic design reflects a business’s professionalism and credibility, while colors help convey a company’s brand personality.
For example, fintech giant Wise’s website brings a bold, playful energy to the world of financial services — which, let’s face it, can be a bit dry.
With bright colors, animations, and modern-looking fonts, Wise makes managing your business finances look simple, sleek, and appealing.
The secret to good design in B2B marketing lies in consistency, clarity, and accessibility — all of which Playbook facilitates through features like visual browsing for quick asset discovery, automated tagging for organized storage, and easy file sharing that ensures teams can access and maintain up-to-date assets across all platforms.
“It’s like having a physical book where you have access to all the pages instead of just one screen. You have a glimpse of all the items in the folders, which is very helpful,” shares Rami Zaki, a social media manager.
B2B vs B2C graphic design: what’s the difference?
B2B and B2C graphic design cater to different audiences and, therefore, have distinct characteristics, including the following:
Audience: B2B design targets professional and corporate clients, focusing on the needs and decision-making processes of businesses, while B2C design is aimed at individual consumers, often appealing to emotions and personal benefits.
Messaging and content: B2B design often involves conveying complex information and focuses on the functionality and value of a product or service for a business. By contrast, B2C design highlights the benefits and lifestyle appeal of products, emphasizing personal enjoyment and satisfaction.
Design style: B2B design is usually more straightforward and professional, using a more conservative color palette and layout.
It prioritizes clarity and information hierarchy, whereas B2C design often allows for more experimentation, vibrant colors, and emotional appeal to grab consumer attention.
B2B design often requires more formal, information-heavy assets, which need to be stored, organized, and reused efficiently. Playbook’s intuitive interface and robust storage make it easy for B2B designers to manage large volumes of assets, such as marketing materials, logos, and presentations, ensuring that all team members have quick access to the right assets.
Sales cycle and decision-making: B2B design must consider longer sales cycles and multiple decision-makers, often requiring more detailed and informative content. On the other hand, B2C design usually addresses shorter sales cycles with direct and immediate calls to action.
Playbook’s collaboration tools — like sharing links, comments, emoji reactions, and @-mentions — streamline feedback and approval processes, crucial for B2B projects with longer lead times.
The impact of good design on brand perception
Good design has a profound impact on brand perception, influencing how customers and clients view and interact with a brand — from first impressions to brand positioning, identity, and trust.
It also helps to nurture positive emotional connections with the audience (yes, even in a B2B setting) and can improve user experience.
Let’s take a look at five real-world examples of B2B brands that have nailed their visual identity.
1. Asana
Asana, a project management and collaboration software platform, exemplifies good B2B graphic design through various elements. For instance, the website design looks professional and clean, mirroring the efficiency and organization inherent in their product, which effectively communicates their brand values to a business audience.
There is a strong emphasis on consistent branding across the website and product interfaces, using a uniform color scheme, typography, and imagery that help in building brand recognition and trust.
The user interface of Asana’s product is intuitive and user-friendly, crucial for B2B software to ensure easy adoption and effective use by teams. The use of color is both aesthetically pleasing and functional, aiding in navigation and task management within the app.
Over on the website, content includes product features and benefits and is laid out in an engaging and informative manner, making complex information about the software easily digestible.
Asana also effectively employs infographics and data visualization to illustrate the workings and benefits of its product, catering to data-driven decision-making needs in business environments.
Additionally, the mobile-responsive design of Asana ensures accessibility on various mobile devices, an important consideration for business users.
Finally, clear and compelling calls to action on the website guide potential clients towards meaningful engagement, such as signing up or requesting demos, which are essential for conversions in B2B marketing.
2. Grammarly
Grammarly, a popular writing and grammar checking tool, effectively demonstrates key principles of B2B design. The platform’s website greets visitors with a clean, straightforward layout that speaks to its professional audience and highlights its AI capabilities.
It’s also a company that understands the importance of visual identity. Despite reaching 30 million daily active users, Grammarly unveiled its new logo in February 2024, positioning itself as the go-to editing tool for everyone from students to professionals.
Moreover, Grammarly’s design extends beyond its website to its product interface, which is sleek and non-intrusive, ensuring seamless integration into various writing platforms.
While it may still be too early to tell what impact Grammarly’s new look will have on its revenue, it has continued to grow throughout 2024 and secured 14th place in the Forbes Cloud 100 list.
3. Hubspot
HubSpot, which specializes in inbound marketing, sales, and service software, showcases exemplary B2B design in its approach.
When you visit HubSpot’s website, you’re greeted with a design that balances professionalism with approachability, aligning with its role as a facilitator of customer relationship management.
The site’s layout is user-friendly, making navigation intuitive for business professionals seeking specific solutions.
HubSpot’s design ethos extends to its educational content, where complex marketing concepts are transformed into easily digestible formats, making it a go-to resource for many businesses.
The consistent use of a vibrant color palette and clean, modern typography across their website and products reinforces brand recognition. This consistency is pivotal in communicating trust and reliability, essential in the B2B sphere where these traits are highly valued.
HubSpot’s design is not just visually appealing but also strategically aligns with its aim to simplify and enhance the marketing and sales processes for businesses, reflecting a deep understanding of effective B2B design principles.
4. Mailchimp
Mailchimp, a leader in email marketing services, stands out as an example of effective B2B design. The platform’s website is infused with a distinctive blend of professionalism and creativity, reflecting its brand personality.
This is evident in the playful yet sophisticated use of color and illustrations, which adds a unique and memorable character to its design. What sets Mailchimp apart in the realm of B2B design is its ability to present a user-friendly interface that simplifies the often complex task of email marketing.
The intuitive layout, clear navigation, and straightforward language make it accessible for businesses of all sizes, ensuring that users can easily find and utilize the features they need.
Additionally, Mailchimp’s design consistency across its website, platform interface, and marketing materials effectively reinforces its brand identity, instilling trust and reliability among its business clientele.
This harmonious balance of engaging aesthetics and functional design demonstrates Mailchimp’s deep understanding of the needs and preferences of its B2B audience.
5. Zendesk
Zendesk, a service-first CRM company, exemplifies effective B2B design through its online presence and product interface. The Zendesk website showcases a blend of minimalism and functionality, a design choice that mirrors the company’s emphasis on straightforward, efficient customer service solutions.
Meanwhile, the use of a calm color palette and clean lines creates a professional yet welcoming environment, resonating with business audiences seeking clarity and ease of use.
What distinguishes Zendesk’s design approach is the seamless integration of informational content and product features, allowing potential customers to understand the benefits of the service without being overwhelmed.
The website’s user-centric design, with intuitive navigation and clear calls to action, reflects an understanding of the business user’s need for quick, accessible information.
Additionally, the consistent visual language across Zendesk’s platform ensures a cohesive brand experience, enhancing recognition and trust among its B2B clients. This harmonious combination of aesthetics and functionality in Zendesk's design effectively communicates its commitment to providing streamlined, user-friendly customer service solutions.
What are the different types of B2B graphic design?
In B2B marketing, designers employ various graphic design formats, each tailored to meet the unique needs and communication strategies of businesses.
Understanding these different types of B2B graphic design is essential for creating effective visual content that resonates with a professional audience, so let’s take a look at 11 of the most common use cases.
1. Corporate identity design
Corporate identity design involves creating a cohesive visual identity for a business, including logos, color schemes, and typography.
It’s crucial in establishing a company’s brand and ensuring it is consistently represented across all mediums, helping to build brand awareness, recognition, and trust in the B2B market.
When working on corporate identity design, presenting your work in a way that both makes sense and is visually appealing can make the difference between getting a “yes” or a “no” from decision-makers.
Playbook offers an easy way to present your ideas visually in a way that’s meaningful to your clients or senior leadership: the Publish feature. In just a few clicks, you can choose a done-for-you gallery or portfolio template and share it with your collaborators.
“It’s dreamy, it’s fantastic, and it makes me look really good!” says Sheila Streetman, a graphic designer and brand strategist.
Try Playbook’s Publish feature for yourself and see!
2. Advertising and marketing design
B2B businesses are constantly in need of new visual materials for campaigns, such as digital ads, brochures, and email templates.
In B2B, this design must effectively communicate the value proposition and benefits of a service or product to other businesses, often focusing on functionality and ROI.
3. Web and app design
The design of websites and applications in B2B focuses on user experience, ensuring that business clients can find information easily and navigate efficiently.
Solid web design is essential for establishing an online presence and making services accessible, while also providing valuable content like case studies, blog posts, testimonials, and whitepapers.
A well-performing website design can also boost user experience and engagement, increase dwell time, and improve a website’s rankings on search engines like Google.
4. Landing page design
Landing pages in B2B design are critical for converting visitors into leads or customers. They are often focused on a single call to action, such as downloading a whitepaper or scheduling a demo, and must be clear, persuasive, and aligned with the business’s branding.
Watershed, a company that helps businesses reduce their carbon emissions and make supply chains more sustainable, exudes calm and confidence through its website.
A homepage banner directs users to a webinar landing page with a simple and professional-looking design that sets out the event details and has a clear contact form for sign-ups.
5. Presentation design
Presentations are a key communication tool in B2B relationships. Designing slides that are visually appealing, on-brand, and effective in conveying complex information helps in pitches, meetings, and webinars, enhancing communication and engagement.
6. Infographic design
Infographics in B2B design are used to simplify and visually represent complex data or processes. They are great for storytelling, explaining trends, and presenting statistics in a more engaging and easily digestible format.
7. Product and packaging design
While more relevant for B2B businesses that offer physical products, this involves designing the product appearance and packaging to be both functional and appealing to other businesses, often emphasizing brand values and product usability.
8. Video and motion graphics design
Video content and animations are increasingly important in B2B for explaining products, services, or concepts since they are a highly engaging way to showcase product features, and enhance online content and presentations.
9. Publication design
This includes the design of reports, whitepapers, and ebooks. In B2B, these are crucial for thought leadership and providing in-depth information. Effective design helps in making these publications more readable and engaging.
10. Environmental design
Environmental design refers to the design of physical spaces like offices or retail environments. In B2B, this can extend to creating branded environments that reflect the company’s identity and values, which is important for client visits and employee engagement.
11. Trade show and events design
This involves designing booths, banners, and other materials for trade shows and events. In B2B, these designs need to attract attention, convey key messages quickly, and create a memorable brand experience in a busy event setting.
For example, at Mobile World Congress Americas, Arrow brought in its semi-autonomous car to showcase on its Internet of Things display stand:
Common B2B design challenges (+ solutions)
Working as a B2B graphic designer can be both rewarding and challenging. Below is a list of common challenges graphic designers face — and how Playbook helps you solve them.
1. Communicating complex information
B2B graphic design often involves communicating complex information through visual concepts. Playbook makes it easier for designers to present detailed information in a structured manner with collaboration features like comments, emoji reactions, and approval workflows.
Meanwhile, direct sharing links make it easy to share your work with external stakeholders — without them needing to create a Playbook account.
2. Maintaining brand consistency
“Ensuring brand image consistency is much more difficult than just managing the logo placement,” explains Rami Zaki, who collaborates with both partner brands and influencers as part of his social strategy.
To maintain consistency across all his content, Rami needs a centralized system that automatically tags and organizes assets, helping everyone stay on the same page and ensuring consistent use of brand elements across different projects and teams.
3. Balancing professionalism and creativity
Due to the (mostly) conservative nature of B2B design, graphic designers usually have to walk a fine line between professionalism and creativity.
With Playbook, you can create private boards to fully express your creativity and ideas and a separate board for the polished final pieces that you share with clients.
4. Targeting the right audience
Many businesses have multiple target audiences with different needs and pain points. Therefore, design assets and messaging must always align with the audience segment being targeted.
Playbook’s organizational features allow you to organize your assets by type, making it easier to access the relevant assets when you need them.
You can also use Playbook for market research and social listening, like Rami does. He uses a dedicated board to save screenshots and collect insights into what people are saying online about the brand.
5. Designing for decision-makers
Sometimes, the hardest part of the job is selling others on your designs. Playbook’s gallery and portfolio templates make it easy for you to impress decision makers.
Rami shares how he has used it to get approvals from his leadership team: “Playbook played a huge role in delivering my ideas to my marketing manager and managing director, visualizing whatever campaign projects I envision.”
6. Multichannel consistency
We already know that consistency across all channels contributes to better results for businesses. When you’re juggling multiple channels like blogs, newsletters, and social media, Playbook can help you centralize all assets in one place, grouping similar assets together through automatic grouping and tagging.
7. License management
When you work with licensed assets, keeping your licenses up-to-date quickly starts getting out of hand. Playbook solves this problem by managing your licenses all in one place and letting you know when they expire.
8. Feedback and revisions
Feedback and revisions are an inevitable feature of B2B graphic design, whether you’re working with other designers on a concept or sharing work with clients or decision-makers. Playbook’s collaborative features streamline this process so you can iterate on your designs more quickly.
B2B graphic design best practices
Before you get started on your first B2B design job, it’s essential to familiarize yourself with some of the industry’s best practices, such as the following:
1. Understand the target audience
It’s crucial to research and understand the specific needs, preferences, and pain points of the business audience to ensure the design speaks directly to them, addressing their unique business challenges and requirements.
An advantage in B2B is that, unlike in B2C design, it’s often much easier to directly contact and study customers in the target market.
2. Maintain brand consistency
It’s important for businesses to have a uniform brand identity in every piece of communication, building trust and professionalism.
Consistent use of logos, color schemes, and typography across all design elements reinforces brand recognition.
3. Simplicity and clarity
In B2B design, the focus should be on clear, straightforward messaging, as overly complex designs can detract from the key message. Simplicity aids in better understanding and retention of information.
4. Effective use of color
Use color strategically to evoke the right emotions and actions, align with brand identity, and improve readability. In B2B design, more subdued and professional color palettes are often preferred.
5. Professional typography
The choice of fonts should reflect the brand’s personality while ensuring readability. Professional typography aids in making the content appear more organized and legible, especially in text-heavy B2B designs.
For instance, fractional CTO/CPO service provider Rocka combines a bold website design with simple sans serif typography to convey an image that is both professional and dynamic.
6. Data visualization
Good data visualization — like charts, graphs, and infographics — helps in making informed decisions and can make presentations more compelling.
7. Responsive and accessible design
B2B designs need to be both accessible and responsive across a range of devices and platforms, ensuring all potential business clients can easily engage with the content.
8. Purpose-driven design
Every design element should serve a clear purpose and contribute to the overall goal of the communication. Avoid unnecessary embellishments that don’t add value to the message.
9. Quality imagery
High-quality, relevant images can enhance the effectiveness of the design. In B2B, imagery should be professional and align with the brand, avoiding generic stock photos when possible.
10. Test and get feedback
Regular testing and gathering feedback on design elements can provide insights into their effectiveness. This iterative process helps in refining designs to better meet the needs of the target audience.
11. Storytelling approach
Using storytelling in design can make the message more relatable and memorable. It’s a powerful way to connect with the audience on an emotional level, even in a business context.
12. Calls-to-Action (CTA)
CTAs should be clear and compelling, guiding the audience toward the desired action, whether it’s contacting the company, downloading a resource, or scheduling a demo.
13. Legal compliance and ethics
Ensuring all designs comply with legal standards and ethical practices is crucial. This includes respecting copyright and trademark laws, data privacy regulations, and industry-specific compliance requirements.
Elevate your B2B graphic design career with Playbook
As creative work with high earning potential, B2B graphic design is a great career choice.
Whether you’re an aspiring freelancer or want to work as part of an in-house design team, you’ll need a creative asset management platform that lets you store, organize, and share assets easily.
Are you a professional creative ready to claim your 4TB of free lifetime storage? Join Playbook now.