What is Graphic Design
On a simplistic level, graphic design is the process of creating a visual persona for a client’s business. By utilising elements such as logo design to define a company’s brand look and feel, photos and illustrations to meet specific needs and address certain services, graphic design can be used to enhance the customers experience of the business and improve the overall professional appearance. The more professional a company appears, the greater trust prospective clients will place in it.
Humans have been creating graphic designs for thousands of years. From our very first impressions on cave walls to hieroglyphs, right through to the printing press and modern design. In a modern business context, graphic design deals with the visual appeal of how a business presents itself. In much the same way as a well tailored suits speaks volumes of how a person is concerned with their outward appearance, so too does graphic design tend to the visual appearance of a business. A suit may make someone look great, but they might not be a particularly great person, the same can be said for businesses. There are countless businesses with great visual identities, but perform poorly in terms of customer satisfaction. So too are there many, in fact, far more businesses that look awful, but go about their day to day business proficiently.
The essential elements of good graphic design
Though an ancient artform, graphic design still needs to abide by enduring principles. It is imperative that the right impression is given first time, as there are no second chances for a first impression. Design is heavily tied in with emotional decisions, and many businesses have been glossed over simply because the prospective client didn’t like the look of them. For the graphic designer, it is crucial they have a firm understanding of colour schemes and how they effect emotions and decision making processes. Colour choices much reflect not only the business and the line of work they are in, but also the users idea of that business and how it should look. The overall look and feel should always be kept in mind throughout the design process. It is imperative to keep certain factors in mind during the design process.
- Weight, balance and flow
- Key message
- Design proportions
- User recognition of balance
- Knowing your key audience
Elements of Good Design
As an end result, the aim is to create a design that is both harmonious and memorable. Visual appeal and use-ability need to be bed buddies, especially important in UX design, less so if you are designing a logo or business card. When you have managed to create a visually satisfying design, you are communicating with your clients that your values match there’s, that the trust they suspect they may have in your business is grounded and that they will be satisfied when dealing with your business.