Designing is a captivating activity but also can be very complex. It involves a large and diverse set of elements.
Besides, if you add to that it is designed from humans for humans (at least for now) and each one has a different way of thinking, culture, visual knowledge, ideas and sense of aesthetics, the complexity can become overwhelming.
I bring all this because there is much written about what is and should be the design, a lot of theory and also for some, designing is something "creative" said as if the Muse of inspiration will pose on the designers to give them and guide them in their creations. So I want to give my point of view about it.
Designing seeks a purpose
Either a logo, an illustration, a diagram or a sign is created to communicate or facilitate communication with a specific public. And that which communicates is the purpose.
Designing is not doing something you like or that looks good. This is important too, but it is not what should worry you from the beginning.
If the main objective is to know what you are going to say is already defined, the aesthetic part is going to be solved during the rest of the design process.
Now, let's separate the design into three elements, something similar to when white light passes through a crystal prism. It is the same light but separated in all the colors that form it.
The message, what do you want to communicate with your logo? What is the reason behind that poster? What communicates your web page beyond the words it contains?
The ways used to generate that communication. What colors, figures, textures, sizes, typographies, etc helps to transmit what you want to communicate and how to integrate them towards the same ending.
The plan, the functional part of the design, sets the limits. Does it look good on screen and paper? can be done? how much does it cost? can the viewers see it correctly?
You might say: How do I apply this to my business?
Every company is generating continuous inside and outside communication. And visual communication is perhaps the most influential.
A graphic designer is a companion of the company in its objective of communication, both internal and external.
Your logo, for example, expresses a message to your viewers and customers, but also to your employees and generates a sense of belonging.
Also, you may have a brochure with the right information about your products and services, but besides that, what does it communicate? Does it denote quality, luxury, cheap, professionalism?
There are messages that are not so obvious but they are there.
Another example is the wayfinding signage that indicates how to be located inside the facilities. That also communicates and says something about your company.
You may have a website, but does it leads to your prospects to what they need to know and want to see, generating conversions.
The design can not avoid communicating as well as the company can not avoid it either. So why not to put everything in harmony and seek the design with a purpose, establish the message and communicate it appropriately for the benefit of all involved in it.
If you think your company needs to improve something in visual communication, leave a question or comments below. Also, you can contact me thru this form.
Till next time.
When the time comes when you need a designer, send me a message. I will be glad to assist.