Have you ever bought something just because of the packaging? There’s something about pleasing design that entices the eye and, when done correctly, places you a step above the competition.
Before beginning a design project at Martin Communications, we must understand three things: the intended audience, the message and tone, and how the piece will be used. There is a lot that goes into creating an effective design, a lot of which is unknown to most people (and even some designers!). We asked our Art Director, Michael Keesee, “What makes a good design?” and here’s what he said:
Visual balance and composition
In the Western world, we naturally process visual information in a particular way. A typical example is that we read from left to right, followed by top to bottom. Many similar principles like this must be considered when creating an effective composition, like consistent margins and spacing, the balance between shapes, and typographic hierarchy.
Knowledge of the audience
This is a critical aspect that needs to be added to the approach of many designers. You need to know the audience intimately to create something that resonates with them. This includes ethnicity, family situation, geographic area, and age. From there, the data can be cross-referenced with known design preferences for different demographics.
Awareness of cultural trends
Although a designer should always strive to create a timeless design, it’s essential to be aware of the latest trends in industries like advertising, photography, video, fashion, and interior design. This allows the designer to use, or not use, contemporary design approaches with intention and push the bounds of design aesthetics.
Once you have these answers, it’s time to trust your designer to do their thing.
Tips for working with a graphic designer
Most designers work best when focusing on completing one task at a time. This means providing all necessary details and assets at the outset to ensure they have everything they need to complete the task.
A good designer will abide by the tips listed above for what makes a good design, which makes it tricky to provide adequate direction without suppressing the skills that make a designer valuable. When working with the team at Martin Communications, we always recommend including answers to questions like:
- What should the piece accomplish?
- What message, approach, consequence, etc., should be avoided?
- What tone or feeling should be imparted to the audience?
Make sure the designer you work with takes the time to learn the information mentioned above and think about the nuances that will set your product or service apart. Haven’t found the right designer? We’d love to get to know you and help elevate your brand.
Reach out to us today!