We’ve already covered how good design can revolutionize your business while bad design can hurt your credibility with your clients and directly impact your profit.
But knowing that you need to invest in good design is one thing. Knowing what constitutes good design and the things that you should look for is another.
If you’re not design inclined, it can be challenging to create design and make a definitive decision on whether it’s good or bad and whether it will work for your business or not. But when you’re hiring a graphic design partner, there are certain universal elements to good design that you’ll want to look for.
We compiled this “good design checklist” of 5 elements you should look for when critiquing a design or a designer’s portfolio:
The first item on the good design checklist is typography. Typography refers not only to a designer’s ability to create type that’s aesthetically pleasing, but also conveys the meaning of the text. With so many font options to choose from, it’s important that your graphic design partner understands the role that typography plays in branding and chooses a combination of font that’s true to who you are as a company, your messaging and the goal of your design.
For example, a whimsical font may be lovely to look at, but if you’re trying to create a design that establishes you as an authority in your industry, it would be the wrong choice.
Make sure that your graphic designer has a good sense of typography and chooses fonts that are both pleasing to the eye and consistent with your overall brand.
Another element you want to make sure your graphic design partner has a good handle on is colour. Colour (and the right combination of colours) can have a huge impact on the success of your design.
When reviewing a potential graphic design partner’s portfolio, pay close attention to their use of colour. They should not only choose complimentary colours that pair well together but should also have a firm understanding of colour psychology and the effects that different colours have on behavior.
For example, the colour creates a sense of urgency, so it’s a great colour choice if your clothing business is having a clearance sale. On the other hand, blue brings up feelings of calm and serenity and is an excellent choice for designing internal communications to communicate with your team and keep everyone on point.
Having a graphic design partner that understands the different emotional reactions and behaviors that colors inspire in viewers will get you significantly better results in your design.
Another element of good design is hierarchy. Visual hierarchy is the arrangement of various design elements that conveys the importance of each element. People look at design and see things in a particular order, and hierarchy directly influences the order that people see the different elements in your design. A good graphic design partner will know how to use visual hierarchy in order to emphasize key points and messaging.
To create a sense of visual hierarchy, designers use different sizes and contrasts. Usually, the larger the text or image and the higher the level of contrast between the text or image and the background, the quicker the person viewing the graphic will be drawn to it.
Your graphic design partner should understand your primary messaging and what you want to convey with your design, and then utilize hierarchy to emphasis that.
The last element you’ll want to check off your design list is consistency. You want your design to feel congruent both within the design itself and with your overall branding.
When you’re reviewing a design, ask yourself: are there any elements that feel out of place within the design? Do the colors and font choices match the message that I’m trying to convey? Does this design feel like it’s aligned with my overall branding?
You want your design to have a congruent feel and to tie back into your overall branding, giving your audience a consistent design experience across the board.
How Can We Help?
At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.