They say that 'beauty is in the eye of the beholder' and although good graphic design may well be subjective, it is possible to generalise about some aspects. Some elements can be 'learnt' and you can go some way to recognising an eye-catching design, but sometimes it's that 'je ne sais quoi' that makes something truly memorable - and that can't be taught!
Here are my 5 top tips to consider for a stand out piece of design:
Less is more - white space gives the brain the opportunity to make sense of the items on the page/screen. Don't use too many typefaces - normally 2 maximum per page. Don't cram the document full of clip art and 'cheap' images.
Style over substance - when it comes to marketing, it's no good designing something wacky/shocking/beautiful if the message isn't conveyed (or retained by the viewer).
A picture paints a thousand words - not only do high quality, professional images say more about your product/brand/company than a whole paragraph of words, they are instant and work on a sub-conscious level. Just because digital cameras are ubiquitous, don't think that it turns everyone into David Bailey. And don't go overboard on library images. Customers have become savvier and won't be fooled that the photo of the perma-tan guy with pearly whites and a perfect coiffure is actually a member of your staff!
Go with the flow - people read in a 'Z' pattern in print, and more of an 'F' on a webpage. So finish the Z or F with a call to action!
Horses for courses - Budgets are finite so use your resources wisely. A corporate brochure that goes to investors will need to look slick and professional to set the right impression whereas a purely internal staff newsletter that looks too expensive may actually cause resentment. Consider using a professional designer for high profile projects and don't be tempted to get staff to design in Word or Publisher.
Can we help you? If you would like an informal, no obligation chat about any of your marketing needs, just call us on 0115 985 6954 or email
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