The Importance of Custom Graphic Design Elements
Graphic design is art. Graphic design is communication. Perhaps most importantly, graphic design is a tool for marketing. Strong businesses have carefully crafted brands (see Apple, Nike, McDonalds). The effective use of graphic design creates positive, relevant, and memorable associations with a business: the apple with a bite out of it, the swoosh, the golden arches. But just having a Mac and the Adobe Creative Suite is not enough to create great graphic design. As with any art form, there are no set rules, but there are a few principles that should be followed. By adhering to these basic guidelines, graphic designers help create strong emotional connections to businesses and project desired qualities, be it through logos, websites, brochures, billboards, or other types of marketing collateral.
In the world of marketing and sales, image is everything. We also know the old saying that “a picture is worth a thousand words.” Therefore, it only makes sense for a company to have a strong graphic use and representation in their business in order to be successful and attract customers/clients.
The use of custom graphics in print and electronic media can include websites, brochures, letterhead and envelopes, marketing pieces, and more. There are several important variables to remember when using graphic design elements, whether it is for print or electronic media.
Simple is Better
While a company needs graphic elements that are eye-catching and that appropriately represent their organization, overall graphic design should be simple, yet unique. Companies don’t want to use a graphic that is too “loud” or “busy” or that distracts or even worse, confuses the viewer and makes them wonder what that image could possibly have to do with the company displaying it.
Professional and Custom
The graphics used should be those that appropriately highlight and convey the message that is contained in the text that may accompany it. In other cases, the graphic element may convey the entire message without the need for any words. In either case, it is important to use professional and custom pieces that fit with the company’s identity, rather than relying on “canned” graphics that can be found in word processing or other similar packages. If a company is truly successful in the use of their graphics, a viewer should be able to quickly identify the particular company just be seeing the logo or image on a piece of paper or a website.
Consistent and Correct Use of Elements
The graphics should be consistent – again, simple is generally better. A company doesn’t need to have hundreds of graphics that are used in their business. They should be limited, but speak volumes, and should be used throughout the company’s brand identity. Each department or business area should be using the same overlook look for internal and external publications, for example the company’s logo, a image or two that are used in all print media, etc., so that people begin to recognize and associate the graphics with the company’s identity and purpose. This includes graphic design elements aspects, such as the use of color, gradients, shading, scale/proportion, balance, and colors to convey the correct and unified message that the company is striving to achieve in the marketplace. The graphics need to portray a strong message to the viewer, but also be professional looking and use the correct elements to attract consumers.
Check Egos at the Door
Good graphic designers don’t let personal tastes get in the way of communicating. When looking for a designer, get a feel for their personality: Are they easy to share ideas with? Do they respect your opinion? Do they seem more interested in building their own portfolio than creating viable work for your business? If a prospective designer insists on using dragons on your law firm’s website because they’re his favorite fantasy creature, it’s time to look elsewhere. Design preferences shouldn’t obstruct the message you’re trying to communicate.
Pick an Appropriate Theme
You’ve heard that the medium should match the message. The design should match the message too. Suppose you’re getting a custom built website. Pictures of balloons and clowns wouldn’t mix well with the graceful scripted fonts and soft tones for your Victorian bed and breakfast’s web page. Design elements should represent your company accurately. Fonts, graphics, styles, and colors should be consistent (multiple colors can harmonize or a single color can be done in multiple shades) and in line with your industry.
Organization
Whether it’s a business card or a brochure, good design entails organization. It should make a point, do it simply, and convey it in relevant order.
Less is More
It’s true for writing. It’s also true for graphic design. Don’t use ten words when you can use three. Don’t use five images on your web page when one will suffice. Good graphic design is arresting but not overwhelming. Remember the Rule of 3: don’t use more than three fonts or three other elements (graphics, borders, rules) on a page or spread. White space is your friend—embrace it.
Strong Lines
Good design, in most instances, has strong horizontal or vertical lines which draw readers’ eyes into the information. For example, text looks good when it’s in line with the edge of a picture. Headings in a brochure can be set on the same plane. Whatever it may be, strong lines make for sharper design and draw readers in.
Put it on Center Stage
Graphic design should be focused. A main element should take center stage and additional elements should complement, not detract, from the focus of the design. Think of an ad for Nike shoes: they’re not thrown at the bottom of the closet with flip flops and Sunday loafers. More often than not, you see a picture of a single shoe set against a white background. Focus can be achieved by using a contrasting color, by arranging other elements around the main item, or by using one dramatic element that calls attention to itself. Pick a main element and use a design technique to spotlight it.
Balancing Act
Design elements need to be balanced. There are two basic kinds of balance: symmetrical and asymmetrical. Symmetrical balance places objects of the exact size, weight, or intensity on opposite sides of dividing lines. It could be as simple as having a picture in the upper left-hand corner of your brochure and one in the lower right-hand corner. Asymmetrical balance places dissimilar elements (i.e. not exactly the same size, weight, or intensity) on opposite sides of dividing lines. You see this all the time in newspapers: large ads at the bottom of a left-hand page are balanced with a large headline at the top of the right-hand page.
These are just a few of the aspects that companies need to carefully think about and plan for in their use of custom graphic images in order to be successful and get their message across. The combination of a strong message and equally strong and professional graphics is a winning strategy for any organization, no matter what message you are trying to convey.
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