Do you really need to hire a professional graphic designer to produce your next printed project, be it a poster, business card, brochure, newsletter, newspaper ad or poster? It depends upon the scale of your project and your goals. There is no secret to good graphic design. An experienced and creative graphic designer may be able to deliver something special and truly unique due to their practiced ability to use or bend the rules of design. If you are considering a large-scale project, there is no doubt that hiring a professional is advisable. However, given a task of modest proportion and a limited budget, you will be able to produce effective design, if you keep in mind a few simple but critical rules.
The main goals of graphic design are to attract attention, hold viewer attention and deliver a message.
Attract Attention Through Emphasis
Emphasis is any means used to make one component or element of a design stand out in contrast to other elements. (Elements are photos, drawings, titles or blocks of type, which may be variably arranged to generate a design option.) Often, designers will use an illustration, photograph or large colorful text to draw attention to a layout. The basic rule for placement of this "eye candy" is just above the center of the page. We are taught to read from left to right and top to bottom; therefore, most readers look first at the upper left area of a page. The next time you flip through a magazine, notice how this standard is adhered to in most ads.
Use Harmony and Rhythm to Hold the Readers Attention
Shape harmony and unity refers to the practice of repeating similar shapes or themes to create a sense that everything belongs on the page. Readers may become confused or distracted and stop looking at a layout lacking in unity. To achieve unity :
- Create margins (white space) as wide as possible. Filling the page to the edges with information is a sure sign of an amateur. Think of lines running to the edge as pointing the reader away from and out of your page. View plenty of white space around the margins as a funnel drawing the reader into the layout.
- The shape of the combined elements should be the same as the shape of the page. Picture boxes and even font style should also conform. Given a vertically rectangular layout, picture boxes should be similarly shaped. A font, especially those used for headings and titles ought to be narrower (more condensed) not wider (extended).
- Do not make the mistake of using several fonts believing that doing so is creative. Pick one or possibly two readable fonts. Use variations such as bold and italics sparingly. Be consistent and always use the same size and styles for headings and text throughout your document.
Rhythm refers to the way in which a reader’s eye is guided through the layout. For example, you may have a bold heading near the top, slightly smaller yet bolded title positioned lower to the right, then perhaps a logo at the bottom right. Another emphasized element may be located bottom left. Typically, rhythm flows in a clockwise or diagonal right direction.
Elements may also be positioned using formal balance, where all the elements are centered. The other alternative is informal balance, where elements are arranged non-symmetrically on each side of the page. For example, you might place a large photo on the upper left and balance with a block of text and a logo on the lower right.
Deliver the Message
In the process of designing the layout, you have already begun to deliver an implied message. Formal balance (centering) suggests conservatism. Thoughtful use of color creates mood and strengthens your work. A large decorative font used for a heading may have an inherent meaning; you probably wouldn’t use a typeface sprouting flames on a flyer for an air conditioner. Also some styles of type are easier to read. The safest option for body type is a Roman or serif style, such as Times. You will often see Sans Serif styles such as Helvetica used for headings and subtitles. Typography, or choosing and manipulating type is an art in itself. There are many good sites for typography enthusiasts—ilovetypography, is one. The main reason for applying typographic guidelines is to ensure legibility and readability. Also, impeccable copy (textual information) is essential. The best of design is wasted if information is not clearly stated.
The simple rules of basic design are:
- Capture your reader’s attention using emphasis.
- Keep your reader on the page using rhythm and harmony.
- Deliver your message through the style of the design, appropriate selection of type and sound textual information.
Understanding and applying these rules will enhance your printing project.
However, a short article such as this one cannot substitute for the knowledge and creativity achieved through dedicated study and practice. For more information on graphic design try the following links to professional designer associations: Graphic Designers of Canada, American Institute of Graphic Arts.
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