More than likely, there will be times when you want to create a quick visual for your company on your own. A few simple tips can help you create effective visuals for your brand’s message. Follow these 10 suggestions for creative that will stay on brand and keep the consistency and message on point.
1. Less is more. Clutter equals chaos. Everything in your design should have significance — every layer should clearly represent what you’re trying to accomplish. Too much noise, like text and mundane illustrations, can kill the overall message and confuse your brand’s story.
2. Be aware of your typography. Too many fonts, especially conflicting ones, can come off as disorganized and unprofessional. Stick with two to three fonts, unless there is an immediate need for more. Complementary typography choices, such as handwritten calligraphy with a sans-serif type, can really lend neat and professional look.
3. Don’t disturb the original font type. Stretching fonts can ruin the entire design and overall look of the type. It is important to keep kerning — the space between letters — consistent because disrupting the space can change the word and its meaning. (Practice your kerning here.) Leading, or the space between lines, should have the appropriate amount of spacing so the viewer is able to comfortably read the text.
4. Use a proper color palette. An accurate color palette should display effective color combinations with just the right amount of contrast. It’s important to stick with your brand’s color story. Some colors naturally work well together, while others should never be paired. Color theory is an important asset for portraying the proper mood. When you combine the right colors and shades, a design can really come to life.
5. Don’t underestimate the value of white space. White space improves readability and draws the eye to the point of focus. Use your white space as a design element itself. You don’t need to cover the entire grid of your design by adding more colors or text.
6. Alignment is crucial. Properly aligning elements within the design is also important because a lack of alignment can lead to a disorganized mess. There should always be symmetry and cohesion throughout the design. Without proper structure, it is difficult for the viewer to understand and follow the message.
7. Pixelated images are a real eyesore. For quality images, start at the source: When taking pictures, be sure to clean your lens, look for good light, steady the camera, and hold and release. If the initial photography session isn’t the problem, the pixel count most likely is. The best quality for print and graphics is 300 dpi; for web, 72 dpi. Remember that you cannot download images from the internet without the owners’ permission. If you don’t have the rights to that image, you cannot use it.
8. Thou shalt not use Comic Sans or Papyrus. These two font types are ill-advised for designers because neither has a professional look. Perhaps the most “comic” thing about Comic Sans is that is was never designed as a font for regular usage. It was originally designed for cartoon speech balloons.
9. Know your platform. When you’re working with designs for the web, use RGB colors, and when working with print, use CYMK. If you use the wrong color system, it can lead to color distortion. Vector designs should be created in Illustrator, while Photoshop is a digital darkroom for photography. The importance of knowing your platform is vital to creating the cleanest design.
10. Consistency is key. Again, make sure new designs are following the brand’s established platforms and style guides. Straying too much from the established look will confuse your audience.
When designing, all elements should have a clear message. If you have a certain color palette in mind, stick to it across all platforms. These tips are sufficient to daily design work. Consistency is a fundamental asset to the success of your brand and, of course, GREAT DESIGN!
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