I’ve observed a lot of graphic designers focusing only on making their designs beautiful. Often they forget that every design has a purpose and that is to communicate a message or some information to its target audience effectively.
Different Strokes For Different Folks
I’m not saying that the designs should not be attractive. Of course the logo design, brochure design or packaging needs to look attractive, but ‘attractive design’ is relative.
What graphic art attracts a sophisticated luxury product buyer could look too drab and dull to a flashy teenager. And what instantly catches eyeballs from rural buyer would in all probability be an instant-miss by this chic urban customer. The point is, design keeping in mind the target audience.
Inconsistent brands confuse buyers
Graphic designing is an element of branding. A customer experiences brand through the product or service, that brand’s values, personality and communication among other things. So all forms of visual communication including illustrations, packaging design, point-of-sale, website design, logo design, marketing collateral etc help create a brand identity in the target buyer’s mind. Communicate the brand consistently and clearly at every touch point. It should feel like it derives from one place.
Great design is invisible so that the brand message can shine through
I’ve seen graphic designers over complicate designs to convey marketing messages. The design challenge is to simplify the brand message visually in such a way that the design resonates subconsciously with the audience telling people how they’re supposed to interact with the brand. Highlight the brand and its message, not the design. “Design should never say, ‘Look at me.’ It should always say, ‘Look at this.’” – David Craib
Published by OH! Design Studio – a branding and integrated graphic design firm based in Mumbai, India. From brand strategy to brand activation on online and offline channels, OH! Design Studio provides 360 degree creative services for launching new brands, re-branding and online brand activation & marketing.