Graphic design's impact on a brand's success is huge. In a consumer test done by Procter & Gamble on toothpaste this was proven. Both advertised the same qualities but one was priced higher and had a more elegant design. Guess which one sold more? The higher priced tube. Psychologically design has great power over not only consumer behavior, but also over our happiness and stress levels. Design is more than just a pretty picture. Graphic design is about communication. Getting clear about what your message is and how you want to be represented, relates with what you stand for and what you believe in and this is reflected visually in graphic design. When done well, graphic design will clearly organize information in a way that makes the viewer want to read it, sticks in their memory and elevates your brand to the level you aim to be at.