Does your design need a do-over?
Appearances matter. Make sure your projects get a second look with great design.
By Mark Mahorsky
Design Director, D Custom
You know that old saying, “It’s not just what you say but how you say it?” That’s never more evident than when it comes to visual design. So what philosophy should you take to make sure there’s a feast for the eyes to go along with insight for the mind?
Put Design First, Not Last
Like homes, even Web sites and magazines need drive-up appeal. Great visuals stand the test of time, transitions, and trends. Dozens of decisions affect the visuals, from photography to fonts to use of space.
Too often, design is handled after the words arrive, a reactive response. Because appearances matter, the entire creative team should work in tandem so that text, images, and design elements cooperate, not compete.
Get On The Same Page
A considerable factor for success is communication. When it comes to design, it can be very difficult to translate the vision into reality. Don’t be afraid to have a checklist to make sure the design direction is on target. The worst thing is to realize that a major design change is all wrong, simply because several people had a different idea of what the word “engaging” actually meant.
Each project should include the following questions:
- What kind of previews are possible?
- Does your key market have any special needs that design can solve, such as larger type for older readers or shorter stories for busy parents?
- Will this new design complement or distract from your brand message?
Less Is More
Although you want design to stand out, you don’t want it to overwhelm. Crazy colors and pictures strewn everywhere won’t help your audience focus…except away from the screen or page.
You’re The Customer
Because a design is a specific skill—to the point where designers are accurately referred to as artists—many clients are intimidated to ask questions. “What do I know? I have no artistic ability.” However, you know your business, you know your customers, you know what you can live with and what you’ll regret. Don’t be afraid to speak up at the beginning—an artist would rather incorporate your preferences early on than to start entirely over. After all, there’s a reason it’s called, “back to the drawing board.”
No matter what your design needs are, explore your options. Don’t hold back because of budgets; creative designers can offer possibilities at various price points. We might just be able to work some miracles—I mean, we are artists, aren’t we?
At D Custom, meeting your objectives is our design. Contact us about creating a design do-over for your next project.