How To Effectively Utilize Graphic Design In Both B2B And B2C Marketing

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Whether your business model is B2B or B2C, an effective graphic design for your marketing and visual assets is beneficial. But what works for B2B might not be the same for B2C companies.

And that’s what we are going to talk about further in this post.

Before you ask a designer to work on your marketing materials, you need to know the best approach for your market. 

B2B vs. B2C, the main difference

To give you a clearer picture, let’s quickly differentiate a B2B from a B2C.

A B2B means "business to business," and you sell products or services to a particular company's key decision-makers. On the other hand, B2C stands for "business to consumer," meaning you are offering to end-users. 

Graphic design marketing for B2B and B2C

Looking at the grand scheme of things, most graphic design requirements will remain the same for both B2B and B2C. We are talking about the balance of design, color, shapes, texture, space, and text, to name a few. One should also consider harmony, unity, and hierarchy to send the right message to a target audience.   

However, since these two have different target markets, we should consider the following when creating a graphic design. 

Emotional vs. rational appeal 

As you create your visual assets for B2B and B2C, you must carefully consider the images to include

Take for example, travel packages. To win a direct consumer, you would likely choose images that reflect a relaxing vacation at a particular destination. But that same approach will not work for B2B.

Remember, they want to see if your offering could improve their business as a whole.  

Short texts vs. longer descriptions

For B2C, shorter texts will work better. Consumers want quick answers to their questions, and having a lengthy text could be a huge turn-off. Imagine if you are placing an advertisement on social media. If your images are filled with texts, your potential audience will just likely scroll through them.

Make it succinct and direct to the point

Here are a few tips when making a short copy for end-consumers. Take note that it has to seamlessly fit on the graphic design. 

  • Focus on one pain point 
  • Speak like your audience 
  • Tell a story 
  • Highlight benefits over features
  • Don’t forget your call to action

The case is different for B2B. They want to know every detail of your business so they can assess if you are a good fit for them. This is where you can send them business proposals and sales decks detailing every essential part of your business.  

However, reading a proposal as thick as an encyclopedia can be off-putting too. Instead of using lengthy texts, you can insert graphs, charts, infographics, workflow, and other illustrations that could cut down the number of words. 

Speaking of text, you might need to work with a group of professional writers like the Content Fuel team. Over the years, they’ve helped several individuals, B2Bs and B2Cs to come up with the right content for whatever marketing material they require.

It’s a fact that writing is time-consuming and can be challenging. Outsourcing is a logical move for any brand today.  

Individual purchase vs. group sale 

B2C means you are targeting individuals and are likely to purchase for their personal use. On the other hand, B2B means a company or a leader might buy items on a massive scale.  

Let's have laptops as an example. For B2C, you can highlight the convenience of owning one. But for B2B, you can emphasize the team's productivity as they can bring their gadget practically everywhere. From here, you can already identify which images are compelling for different markets. 

Entertaining vs. informative content 

The graphic design for B2C tends to be more creative and entertaining in nature. More often than not, you want the brand to be as fun and light, making it more appealing to the end-users. 

Yet again, the approach needs to be tweaked if you are marketing for B2C. You need to educate them about your offerings. At times, using jargon is accepted, most especially if you are in the same industry. 

Where to use graphic design for B2B and B2C?

There are several ways an effective graphic design can be useful for B2C and B2B marketing strategies. You could design posters, email newsletters, billboards, sales decks, packaging, online advertisements, and even websites

Many B2B companies opt for using databases for creating a better overview, marketing, sales leads, and even on a graphic design, one of the most popular that’s a better choice than zoominfo is Uplead which is worth exploring if you are working in the B2B field. 

Another way to generate leads for B2B companies is by printing QR codes on printed materials like Flyers, etc. It's easy to make a QR code these days. This could be one of the most innovative ways to generate leads

Now speaking of websites, let's talk about it more as we encourage all businesses to have one.  Remember, a company without a website is considered non-existent in today's age. No matter how small your business operation is, you need to have a website. 

Website design for B2B and B2C

Again, websites play a huge role in marketing a business, and knowing what specifically works for B2B and B2C is a must. 

When creating a website design for B2C, your headlines must be sharp, short, and catchy. Your consumers will not look for in-depth information, so skip that part for now. You should go for images that speak, and generally use a more minimalist approach. 

And since you want them to purchase right then and there, the overall design should be responsive and easy to understand. It is imperative that the checkout process is as seamless as possible.   

Moving on to the B2B websites, your market is always looking for more information. Before you can close a sale, you need to convince them that the brand is reliable and trustworthy. The design doesn't have to be 'shocking,' but instead, it has to be organized so that decision-makers could easily read details about the company. 

Likewise, the content should be different from a B2C website. You need to include white paper, videos, client testimonials, FAQs, and even product demos. And these different website contents would still need a graphic design that is logical and effective. 

Apart from the design itself, the user experience must be prioritized. This is where UX design plays a critical role. 

When we say UX design, it’s how your user can easily navigate through each of your website’s menus. It has to be intuitive wherein you do not confuse your market on what to do next. This is more than just the aesthetic appeal of your webpage but rather the convenience a user experiences when checking your website

The right designer for B2B and B2C marketing

Take note that graphic designers are not created equal. They, too, have their specialization. One could be good at creating visual assets for B2C but can be challenged for marketing materials intended for B2B. So before hiring one, you must check their previous projects and see if there is diversity.

Ideally, a plus point should be given to companies that have already completed graphic design projects to both B2B and B2C. 

The Penji team is one of the best on-demand graphic design teams today where they have serviced both B2B and B2C companies. Check out some of their works

Which is more challenging to market?

Generally, B2B marketers have a more challenging time generating leads and converting them altogether. The reason being is that there is always a chain of command where they need to get the buy-in.

As for B2C marketers, the decision-maker is already the buyer. It's easier to influence them through marketing materials that are coupled with effective graphic designs. 


In a nutshell, the principles of graphic design for both B2B and B2C are practically the same. But the bulk of work should focus on its core contents, specifically the images and the texts. 

Always take into consideration if you are talking to an end-user or a group of decision-makers. It’s the first thing you have to determine so you can plot your graphic designs accordingly.

About the author 

Tina Lombardo

Tina Lombardo is an Outreach Specialist for Penji and loves a great book. Her primary focus is in the startup and technology space with an emphasis on entrepreneurship.

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