This is a tricky post – talking about good design can often be an open ended conversation and I’m sure I may get some narky emails about it (please don’t, I may crumble and become more humble).
But it has to be done. I often find myself lost for words trying to explain why a design piece is more successful than another – this way I don’t have to try and reduce my word count via email / over the phone. The whole spiel is right here. I believe (personally) there are two components to design > purpose > trend Therefore, unsuccessful design would read as > not fulfilling the purpose > dated Designers need to fulfil both aspects. PURPOSE Have a think about;
- who are you (you being the operative word for the company you belong to) marketing to age / gender / location / suits vs creatives /
- how do you want to project yourself sexy / modern / edgy / corporate / large / 20′s flapper / small / boutique / intimidating / professional / grumpy / friendly / 70′s hippie /
- what do you expect to get out of this business growth / more conversion / a change in perception /
TREND I would refer to trend if your design pieces need to look “now” / “current”. There are somethings that are very off trend and unfortunately still overused. They make me feel queasy. If your goody bag includes any of the following, it has to look damn fine to pass GO (note how I got myself out of a tricky situation there?). NOT GOOD
- eclipses
- people silhouettes (I’ve used this myself, but that was 2 years ago – and a trend can’t possible last for more than 2 years. But go on, try me)
- grunge effects on the typography
- overused and aged stock images (I don’t have a problem with sexy stock images (although I would always, always prefer custom photography) I run a business (2 infact) and I know what a profit and loss sheet looks like)
- rounded corners (I used to adore these. Especially when it was just one rounded corner. But there was a time (2008) and that time has passed).
- bad gradients (bad gradients give me grief. Especially when used in print and they give inconsistent results (don’t blame the printer, blame the screen resolution / file output methods / paper stock / print machine / and two timing your printers with the same jobs – I know, I know, it’s all about the pocket and with gradients, there are far too many variables)
GOOD Currently trending (circa early 2012)
- the one-pixel effect
- collage and overlays of colour (this is specific to target audience and definitely wouldn’t look good on a corporate brochure – unless you really work it. In which case, it would be awesome)
- images popped through a shape of circles and triangles
- letterpress effect (raised / embossed)
- retro font usage
- type only logos (here to stay)
- large images (here to stay)
- big fonts (here to stay)
- depth of field photography
- full image website
- justified text for text layout (a lot of wedding invites have this)
- forward slash or lines
- dash dash dash + text
- white space
collage and overlays of colour + using a shape to push through text
large scale image + clear large text + one key message
colour overlays + quirky illustrations
exploring type + cut through found at OPSM
awesome photography – we’ve stolen these from Sayher because a lot of them use depth of field.
BUT I CAN MAKE IT MYSELF IN WORD
Then don’t ask me for an .eps file of your work. That will hurt. When you’re doing things like banners, embroidery stitching on uniforms, large scale work and a general professional look and feel – its always (always!) worth investing in having a professional designer work on it. If you’re a business, it’s likely you’re having an accountant come in and do your BAS. You may know some basic MYOB, but you can’t handle the beast quite like they can (I’ve been there, done that, failed and now I’m making roti & curry for my life for my husband + accountant).
BUT SHE’S GOING TO DO IT FOR ME FOR $20 (Did I mention I found her online?)
You pay $20, you get $20. I know a fair few lovely freelancers who may charge you more, but will do a better job. We often recommend them for super small businesses who can’t afford our services ($110 – $150 / hour depending on the urgency / expectations / service level you need). Design is worth it. Business is as much about perception as it is about outcome. Having a firm on Collins Street, having signage having a signature at the bottom of your emails, leaving a brochure behind, all these things make an impression.
KISH, HE’S DONE THE WORK. BUT I DON’T THINK HE HEARD A WORD I SAID.
Does the outcome look like this? Then it was all trend and no purpose. Alternatively. We often re-write meeting notes to ensure that everyone is on the same page. Mistakes do happen and if you feel your business relationship is good, work through it. The outcome is worth it and use as many visual cues as you can.
KISH, YOUR TEAM IS THE ONE I WANT
Are you sure? Have you seen our work? Always check a studio / designers look and feel + outcomes before you work with them. You wouldn’t go for a long drive to a destination without a map. Doing a background check is getting your map out. In other news. Awesome. I was hoping we’d come to the same conclusion. Now lets coffee.
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Kish is the Creative Director at Kish+Co. She’s a sucker (read: keen observer) for trend and purpose. She can help you with your business growth and she can be as blunt as you like. B
ut in all fairness, she always aims to give credit where credit is deserved. Even if its just a coffee / a chat, she’ll be excited to meet a new face and offer a few ideas.
You can find her at:
Creative Director and Founder of Kish+Co
karishma@kishandco.co +614 22742304
Pinterest . Twitter
PS – She is less pushier in person than she is in writing. She also can’t explain why she loves talking in third person.