TJ Gulley is a graphic designer who works with our team on a regular basis to create fresh, innovative branding for our clients. We asked him to share a few thoughts on design with our readers.
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3 design elements every project must consider
TJ Gulley • Sep 09, 2020
Design plays a crucial role in business, and as a designer, there are a few key things to keep in mind throughout the creative process.
Many people see the final output of graphic design and think, “That looks cool,” without considering the different phases of the project and why the design made them feel something. There are multiple elements that are essential to the process, but I want to go over the three design elements—color, size, and space—that are fundamental to almost every project I work on, and I’ll share how I use them in my daily walk as a designer.
The psychology of color
I love the process of choosing color because it dictates the entire feel of the brand. Color actually affects people on a psychological level—sounds crazy right? Different colors can affect a person’s mood without them even realizing it.
For example, red is an active color known to induce hunger, which is why you see it used in many fast food logos. Blue, on the other hand, is known for its calming effect which portrays reliability and trust. You’ll notice that many hospitals and insurance companies incorporate the color blue into their brand because they want to imply that feeling of trust. So, when you bring this knowledge into your own process, it’s important to first understand the company’s purpose.
Another important thing to consider when choosing color is to make sure that the colors you’re using (if you’re using more than one) are complementary—they work well together. For example, blue and orange are known to work well together, but not every shade of orange will work with every shade of blue, so you have to use your instinct based on the specific brand.
When you use color intentionally and make an effort to understand its effects, it can create a powerful impact for your clients.
Creating a focal point with size
Size has a few different meanings in design. There are a number of techniques you can use with size, but the main goal is to direct the consumer’s eye and help them navigate your design successfully. Like color, it can be used as a tool to control the way a person instinctively reacts when viewing the product.
Of course, there’s room to bend and stretch the rules when it comes to playing with size. Even though people tend to read from left to right, you can adjust the placement of the elements as long as you can manipulate the way it reads.
One way to do this is by increasing the size of the focal point. People naturally focus on the largest element first because it gives the impression of having the most importance. This is why designers tend to make the header on a body of copy the largest, the actual copy second-largest, and the fine print the smallest.
Sizing is also critical because it can bring balance to a design without making everything boring and symmetrical.
However, size isn’t just limited to the hierarchy of text. It can also come into play with the way you lay out your images, or even a logo design. You want to make it as easy as possible for your audience to know where to look first. This is why elements like size are so useful in the design process and they are almost necessary to control the way people navigate and react to the finished product.
Taking advantage of negative space
“I just need some space…”
When you’re working with a lot of copy, a design can get really cluttered really quickly. Space tends to be one of the toughest elements to implement successfully when working with text-heavy pieces.
White space, sometimes referred to as negative space, may be a foreign term to some and might not seem that significant, but it goes a long way in creating an effective design. It’s always important to have some breathing room within your layout, because if there’s too much to read or look at, there’s a good chance that people will become overwhelmed and won’t take the time to digest it all.
But white space doesn’t only refer to copy layout—it can also be handy in logo design. Using the technique of negative space to create more with less within a logo can be appealing to the eye. Similar to size, space can be a great tool for navigation of the design and helping to create hierarchy. When you give a layout enough breathing room, it creates a much more inviting approach for the consumer.
Implementing these elements and understanding why they’re effective will lead to impactful pieces that get their message across in an inviting way to ultimately enhance the brand. Don’t be afraid to stretch the rules and customize them based on the project. The creative process can be fun for both the client and the designer because nothing is set in stone and the possibilities are endless.
We hope you enjoyed hearing TJ’s perspective on design. Stay tuned to see what we’re cooking up next in the kitchen!
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