Professional Graphic Design has the power to communicate with and motivate an audience. Both Graphic and Web Design is about affecting the user experience by evoking emotion. The Biggest Secrets Of Graphic Design are everything to do with the art of psychology. We will learn the process and secrets of how to make a consumer HAPPY with the power of Graphic Design below.
Prepare and Organize
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The first of the secrets of graphic design is actually not a secret at all – it’s just plain and simple common sense. Like Mise-en-place in cooking, a graphic designer tries to form a mental picture first with intel on business goals and the targeted audience and also tries to get his hands on the approved content. With a complete understanding of the project’s technical and business requirements, and armed with the appropriate style guidelines and templates, a graphic designer is ready to bulldoze through a creative slump, identify obstacles, develop countermeasures and seek inspiration.
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The foundation of a good design is a well-thought-out Storyboard, i.e. a Thumbnail. Build intention first, instead of proceeding to incorporate the content and language received after you have been given the design duties. Build intention by creating digital or physical thumbnails. Create early concepts for logos and webpages, slides, whatever; to get your brain chugging and to keep producing ideas. The point here to note is that this isn’t the stage to get attached to an initial early-stage idea as that will hinder the creative process. It is important to be open to others and most of all your own creative mind for making changes to your prototype.
Tinker, Tweak and Play around with the allotted SPACE
The idea here is to play with space, visual elements and layout of your design until an optimum balance of aesthetics and functionality is achieved. The user’s eyes need relief and calm, even if the design is meant to arrest attention and lead to conversion.
(i) Borders and lines – are helpful for aesthetic and logical segregation of content as per the theme, but when included incorrectly they just promote visual clutter and are unpleasant to look at.
(ii) Padding: the reader’s eyes need some breathing room around tightly-packed and congested characters. Providing space between letters reduces eye-fatigue. Space can be adjusted either by kerning, which we’ll discuss below or by changing line-height or space between lines of text. Increasing gaps between headers and body copy material calm the reader’s eyes by providing much-needed visual breaks. We want the reader to feel that he has gained valuable information and inspiration about a product or idea. We’re not trying to overwhelm him with text and graphic data.
(iii) Font & Style Hierarchy: Using the same font size and style across the board is a recipe for disaster! Instead of imparting a sense of uniformity, it just makes everything look “heavy,” or cluttered. Going overboard with this ends up at the same problem.
(iv) Adjust Kerning to banish Orphans and Widows! – Sounds cruel? Well, it’s a cruel world! Jokes aside, the straggling solo words at the end of paragraphs have the potential to make the entire visual presentation appear lopsided. These loners, isolated words are called “Orphans” or “Widows” “Kerning” is the practice of adjusting the space between letters to kick these orphans or widows out of your home!
Now for one of the Biggest Secrets of Graphic Design: The TACTICAL USE of COLOUR.
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Colour = Emotion.
Emotion = liking a brand and sticking to it.
Click here to view an amazing breakdown of color psychology. Read more...
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