Now that we understand the impact graphic design has on us, it’s time to delve deeper into the execution of cogent graphic deliverables. There are certain principles and ideas that govern the success of a design piece, despite its nature and objective. These factors are all the more effective when it comes to designing for marketing. Irrespective of how beautiful your design is, if your digital ad doesn’t convert customers, it doesn’t work. That is why designing for marketing can entail a different process altogether.
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1. Use the Psychology of Color
Source: McDonalds, London
Color theory is a crucial part of organized graphic design education. It’s role in the field of design is far-reaching and essential for the success of a project. A thorough understanding of color schemes, combinations and palettes helps incite the right feelings that aid conversions. The psychology of color is a scientifically researched phenomenon and affects the response from the subjects in a massive way.
2. Limit the Number of Fonts Used
Graphic designers have access to hundreds of thousands of fonts and it may get overwhelming to use only a handful. But this practice is critical to ensure consistency in the brand’s content through different platforms. 2 fonts are more than enough if used smartly. The font(s) you choose should be representative of your brand and what it stands for. Comfortable, legible fonts are a must for better traction.
3. Use Contrast to Your Advantage
You must pique the interest of your audience to have them engage with your content. This can be achieved using different combinations of design principles. Using contrast can help your audience navigate your design with a defined visual hierarchy. This can help create drama in your visuals and eventually reach more people than anticipated. Contrast is also a helpful tool to use while emphasizing a certain aspect in your design. A good knowledge of the color wheel can help execute impactful graphics using contrast as a guiding principle.
4. Adhere to the Branding Guidelines
Keeping the brand guidelines in mind while designing any assets or brand properties cannot be stressed enough! It is pertinent to adhere to all rules including the color palettes, font, graphic elements, logo variations etc. Any misuse of these factors, and you could be facing legal consequences. Correct usage of branding elements can not only ensure consistency but also increases brand recall value by reinforcing the same across multiple channels and platforms.
5. KISS (Keep it Simple, Stupid)
Design should be impactful. Don’t over-populate them by adding multiple elements and colors (unless your branding is such). Your design should be driven by the objective you’re trying to achieve. Clean and crisp designs are appreciated for their minimalistic approach to convey an idea or piece of information. In a nutshell, keep it simple.
Hope these tips have been insightful for you. The application of these can be personalized to suit your style and the kind of project you’re dealing with. Click here to know more about different types of graphic design.
Curious to know more about the importance of graphic designing in marketing? Here’s a blog for you.