Blog
18/3/2025
In population research and systems thinking, while methodological reflection and presenting results are central to the scientific process, creating a distinctive visual identity is rarely a priority. However, well-defined branding can play a key role in engaging participants.
For the sake of this article, let’s consider a concrete (but fictional) example. Imagine your research project explores the impact of green spaces on older adults in urban and suburban environments. You decide you need a logo and choose to design it in-house. A research coordinator takes on the task, using available tools (such as Canvas). They select an image of an older adult with a cane, adding a bench, a tree, and an apartment building in the background. For a touch of colour, they add some blue, simply because it’s their favourite colour. They’re satisfied with their work. The principal investigator is happy with the results, and likes the logo. There it is. Everything’s in place.
And yet, something’s off.
Once your study launches, participants aren’t signing up. The numbers just aren’t there. In a research project that involves data collection, having too few participants can have serious consequences: it might undermine the validation of initial hypotheses, require adjustments to the protocol, and affect publication prospects.
So why didn’t your logo do the job? (And what is its job, exactly?)
Your colleague likely approached the logo design the way most of us would—starting with what they knew best. They probably aimed to represent reality through symbolic elements (a tree, a building, etc.), and that’s where the problem lies. The emotional dimension is missing. The logo conveys no feeling; it is purely descriptive and reflects the personal tastes of the coordinator and the principal investigator (and your own). It’s not working because it’s not speaking to the intended audience—your participants.
In other words, graphic design and visual identity are often overlooked because they are not seen as an essential part of a research project, prioritizing scientific inquiry and content.
So, why does form matter as much as substance in a research project? Design isn’t just about aesthetics or making things “look nice”—it plays a crucial role in communicating your research. Beyond visual appeal, a strong identity serves a purpose: form is substance.
“Your research project, more often than not, struggles to capture attention.”
In a world saturated with information and constant messaging, one thing is clear: your research project, more often than not, struggles to capture attention. So how can you make it stand out and resonate with your target participants?
This is where communication strategy and visual identity come into play.
A research project’s visual identity is much more than just a logo. It’s an interconnected system of elements working together: logo, typography, colours, layout, and style. Its primary function is to project the values and objectives that drive your research project, allowing you to share them with key stakeholders (participants, funders, and the general public).
Graphic design, information design, and information architecture are research fields in their own right. Experts in these areas understand tools and design principles, universal standards, and the conventions that govern visual communication—images that engage and foster a dialogue with their intended audience. They also ensure that accessibility standards, such as contrast, readability, and typography, are met to provide an optimal experience for everyone.
The takeaway is clear: designing a visual identity requires time, strategic thinking, and technical expertise. A professional designer has the skills to navigate the complexities of visual and typographic language, ultimately elevating your research project.
When conducting a data collection study, researchers rely on participants to provide the necessary information to address their scientific questions. Engaging participants is therefore essential, as it involves raising awareness about the research topic, establishing the research team’s credibility, and building a relationship of trust. To effectively communicate your project’s values and objectives, it’s crucial to first understand your audience. Until you know your audience, you’re not ready to speak to them.¹ This means defining your target participants:
- Who are they?
- Do they share any specific characteristics?
- What motivates them to participate?
- What barriers might prevent them from getting involved?
Answers to these questions will inform the work of a graphic designer, as, ultimately, you are speaking to your participants, not to the general public.
By giving your research project a well-crafted and cohesive visual identity, you pave the way for stronger connections with potential participants. The success of a study relies heavily on trust between the researchers and the population being studied. A strong visual identity plays a pivotal role—it humanizes the project, making it more approachable and relatable.
By speaking directly to your target audience, you increase the likelihood that they will take the time to participate in your study. In today’s fast-paced world, time is a rare commodity—when participants choose to invest it, that’s because they see the project’s relevance and understand its objectives. A thoughtfully designed form reinforces this by highlighting the value of the content.
Moreover, a strong visual identity plays a crucial role in building trust. A project that looks professional can help ease concerns about data confidentiality, ultimately improving participation rates and retention.
Ultimately, data collection is a complex process that hinges on the researcher’s credibility—their ability to convince participants of the validity of their scientific inquiry.² A well-designed visual identity is one of the key tools researchers can use to meet this challenge.
Schedule a meeting with us to discover the full scope of our visual communication services.
References:
1 Gaëtan Namouric, Ce que vous avez à dire n’intéresse personne, l’art et (surtout) la science du pitch, Perrier Jablonski, 2022, p.20.
2 Bakary Doucouré, « Crédibilité du chercheur, relation de confiance et éthique en recherche qualitative : l’implexité à la croisée des chemins », La recherche qualitative pour comprendre le monde, Recherches qualitatives, Volume 40, numéro 1, printemps 2021, p. 46–60 Association pour la recherche qualitative (ARQ), 2021.
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