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![]() 10 Tips for Designers
Great design is more than a creative vision. It's placing a variety of elements that visually represent an idea and achieving harmony among these elements so they generate a reaction together.
By Johnny Shell, Vice President, Print Technology and Training, SGIA
Creating a great design is a vast wilderness, involving the pairing of shapes and fonts, object scaling, alignment and white space.
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#1: Research "Do some research on the client and the demographic they are trying to reach. We want to know what makes sense for the brand and overall aesthetic before we put any pens to paper," Cornog says. Who is the intended audience? What is the benefit of the product or brand? What message is needed to communicate these benefits? Why should a consumer buy the product or use this brand? The list of possible questions is long, so if you don't already have a client questionnaire, develop one. It's an easy way to gather a lot of information quickly.
![]() The information you collect will shape how the design will ultimately come together.
#2: Sketch Well-known designer Aaron Draplin, Draplin Design Co., advises, "Sketch your ideas quickly, with quick gestures, and don't spend a lot of time. You're simply finding your way here to allow the design to take on various forms naturally."
![]() He also suggests designers "look for opportunities using existing constraints like a company name or their initials when designing a logo." Draplin believes "Function is always first," so when you have several designs sketched, take a step back and determine which function best. Then you can begin using your graphic application to improve them with color, perspective and scaling.
#3: Explore the Dark Side of White Space Place the design or logo on a dark or colored base to see how it does. That said, don't forget that white space can also help to meet your design objective. Jan Tschichold, who played an influential role in graphic design in the 20th Century, believed that white space should be regarded as an active element, not a passive background. Just look at Apple, who is great at using white space to increase the perceived value of their products. Think about all the possible uses for the design, and don't let that white space blind you.
#4: Balance Symmetry vs. Asymmetry Asymmetry is the exact opposite of symmetry. It introduces inconsistency, imbalance and visually complex objects that are heavier than symmetrical objects. If you like taking risks, asymmetry can reinforce your message and can improve an otherwise boring design.
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#5: Use the Symbols Palette
#6: Make it Legible
If the viewer has to pause or take time to absorb and understand what message is being conveyed, there's a problem. It's like radio static: The message gets through, but it is hard to understand. Good legibility allows the viewer to recognize individual characters and should not be confused with readability, which focuses on how a font is arranged. Legibility includes factors like character width, x-height, character weight, and the overall shape and design traits of a typeface (serifs, etc.). Readability includes factors like font size, type case, line spacing and length, as well as color or contrast.
#7: Construct Files You Can Work With
#8: Manage File Architecture
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#9: Use the Cloud Conserving bandwidth is a big time-saving advantage of cloud storage. Instead of sending an email with a large attachment to your client, you can just send a link. Plus, you can access your files from anywhere you have a computer and internet connection.
#10: Always Use Design Contact Johnny Shell at jshell@sgia.org.
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