The saying that “beauty is in the eye of the beholder” may hold true in some instances, but what catches the eye of your potential clients can definitely be directed with the right choices in graphic design. Not only can these choices help improve your professional appearance, increase brand recognition, and convey brand message, they help break up large amounts of information and make it more easily digestible. People are inundated with copious amounts of information on a daily basis, and many have taken the art of skimming to a whole new level without even getting past visuals.
You need a design that is going to capture and hold your clients’ interests from the first glance, and one that introduces what you do before words are even spoken or read. Effective graphic design communicates an idea to a target audience and triggers a specific action. You are in charge of defining and conveying that action.
Why should I care?
Effective graphic design offers a multitude of ways to get your company or organization out into the world in positive ways. It can increase sales, brand awareness, professional perception, and trust. Effective design conveys that you are thought leaders in your industry and that you know what you’re doing. In addition, it can inform consumers, thus leading them to the outcomes you desire (i.e., hiring your company/buying from you).
What elements make graphic design effective?
Graphic design is used to create a visual hierarchy that directs the viewer’s eye to what you want them to see first, second, third, etc. Effective design is achieved through the use of symmetry or intentional asymmetry, color and white space, balance, and a clear call to action.
What should I avoid in graphic design?
It’s easy to get overwhelmed with the amount of choices you have when it comes to graphic design. But, there are some things that you need to know to avoid ending up with an ineffective, or even disastrous, design. Two of the most common graphic design mistakes include putting too much information or text in the design and using too many different colors (unless it’s very intentional). Other mistakes that lead to an ineffective design are the inconsistent use of fonts, misalignment, and trying to include too much stuff. You want your graphic design to be completely clear on what it’s supposed to do, and paying attention to all of these elements will get you there.