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If you are a beginner, or just want to understand better graphic design, the pile of materials, tutorials and graphic solutions on the internet can be confusing at first glance. We offer you some useful tips and unwritten rules on where to start and how you can improve your brand's visual communication with consumers.
Graphic design is all around us and should not be taken lightly, but from the very beginning you should build your brand so that in addition to the necessary information and interesting content, it offers clear and visually acceptable publications to your consumers.
There is no simple formula for graphic design that leads to a good graphic solution, because there are a number of parameters that affect it, but there are a number of rules whose application can lead to successful results even if you are a beginner.
You should definitely not skip this step no matter how short the deadlines. Some designers use the term "moodboard", but in fact it is searching the internet and creating a story around your project.
By gathering various information, you will create references that will later be used to create an atmosphere around your design, and thus the brand in general.
After a few important pieces of information, you should already have a plan. Depending on the complexity of the project, try to plan step by step. If you take a few moments to sketch in the beginning, it can significantly save you time during the process.
When you come up with some solutions, reconsider whether you could simplify them further. Minimalism is a trend that is currently yielding results. It is important not to sacrifice readability for the sake of visual appeal.
If in doubt start from typography. Although there is a huge selection of fonts on the internet, limit yourself to a maximum of two within your brand.
O color theory and psychology we have already written within one of the previous topics. When choosing a color palette for your brand, limit yourself to 1-3 colors.
Also, consider the proportions of color use. There are a few rules when it comes to applying colors from the palette but one is one of the most successful 60:30:10 rule, i.e. apply 60% one, 30% second and 10% third color within your design.
The spacing between graphic elements within your design is called whiteness or "negative color“. Whiteness leaves consumers with the impression of clean and modern design. This space is not just the absence of content, but a matter of choice and can be used to achieve contrast and visual hierarchy. Create more whiteness around the elements you want your consumers to focus on.
In addition to making it easier for your customers to read, the visual hierarchy allows them to focus on important information within your design. Regardless of style and aesthetics, your design will only be successful if it conveys the message you wanted.
For the visual hierarchy, in addition to size and color, one of the most important elements is alignment. By aligning the elements, you will also make your design look compact and tidy.
It is also important for your visual hierarchy to use horizontal and vertical lines that will direct the consumer's eyes to easily pass through the content of your design.
Once you have set all these guidelines in your design, it is important that you adhere to them.
Make sure the images you use within your brand and design have the same atmosphere. It is desirable that they have the same color tones or saturation level, as well as similarities in how much detail they have.
Be consistent with your colors and repeat the graphic elements whenever and wherever you can, taking care not to overdo it.
However, consistency is especially important when your design has multiple pages or in a case visual identity for the whole brand. Brand design should be recognizable wherever your target group might see it, be it a website, business cards, social networks, products or the environment.
Made by Sava Spasic - Senior Graphic Designer @Digitizer