Graphic design is a creative process which can be instrumental in
enhancing effective marketing of services. It is applied to
products of company identity like logos, colors, packaging and
text. This study examined the role of graphic design in enhancing
effective marketing of services in a selected safari lodge in Rift
Valley in Kenya. The study employed the case study design settling
on Soi Safari Lodge situated at the shores of Lake Baringo in the
Great Rift Valley. This design was found appropriate as it allows a
thorough, meticulous and systematic data collection on the research
problem. It also gives a deep understanding of the issues. (Yin,
1994). Data were collected with the help of interview and
questionnare methods and analysed using quantitative and
qualitative approaches. The study revealed that graphic design
application in corporate identity, packaging, advertising and
photography had not been been adequately utilized in marketing of
services. Key players in tourism industry, creative designers and
students of sales and marketing are hoped to gain more insights
drawn from the findings of this study.
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