18 Jan 2010
How Good Design Helps
You spend countless hours on a writing project, agonizing over every word and phrase.
Then you send it to the designer.
But what comes back doesn’t quite match what you had envisioned.
What went wrong?
Maybe nothing. The fact is, there is more than one solution to most problems, and good design does just that – it solves a communications problem. To better understand that, consider asking the same questions about your design as you would your writing:
Who is the target audience? Where and when will they be seeing this? What message are you trying to get across? What do you want them to think or do after they are finished?
Good design carries this message to your reader.
If your target audience is age 65-85, you should know that 8 point font may not be the best choice for your text.
Are you trying to reach teenage boys? Definitely don’t go with the pink flowers.
OK, these might be obvious, but each design aspect needs to be well thought out when designing for each particular audience.
Colour, font, graphics, illustration, photographic images, text and layout; they should all work together to create the “look and feel” you are going for.
Will it catch the attention of your target audience? Is it the right medium? So many questions, but all worth exploring each and every time you produce communication materials.
Good design achieves goals.
It should evoke emotion and incite action – if that is the goal. It should drive sales and increase awareness – if that is the goal. Whatever your goals, good design should always support your purpose.
I’ve judged eight National and Territorial Graphic Design Skills competitions and each time I’ve been amazed at the different design solutions. As a judge, you have to put yourself into the mind of the target audience to make sure the design is hitting the mark.
It’s something every designer has to do each and every time they begin a project, so having a well-defined target audience and clear objectives will make all the difference to your finished project.
The Bad. The Ugly.
Good communication often involves “showing” the audience what NOT TO DO. With that in mind, take a look at some examples of what DOESN’T work . . .
Finally . . .
Need some help when it comes to effectively communicating what your organization wants to achieve? Know that Tait is ready and able to work with you. Just e-mail me and we can get started.