Ever wondered what goes into the creative process behind graphic design? Our Senior Creative Designer Robyn Ward shares her insights on designing for maximum impact while telling your brand’s story authentically.
Before you jump straight in to design your assets, you must know who your intended audience is, and what you hope to achieve from your design.
Researching age, gender and location will help determine your target audience. Find out what customers will relate to and what income levels are involved. This helps to include relevant content, imagery, terminology and colours.
Your demographic will determine:
Design for a purpose. Thinking of where a design will be used determines content. For example, designing a billboard which may have a view time of around 10-12 seconds will have larger fonts and less content, whereas a billboard near traffic lights will be viewed for longer which may include more content and smaller fonts.
Keeping language simple and straight to the point is essential. Depending on your customers’ age, you might want to avoid jargon or slang and design assets with short punchy phrases. Overloading a design with text can detract from the purpose of the design. An example would be the content of your flyers or brochures would have more content than a vehicle wrap. The amount of time someone views the content can determine the amount of content.
Choosing the correct imagery for a target audience is a great way to get responses. Choose images that will evoke an emotion or desire from the customer and grab attention.
Your colour choices are about more than aesthetics. Knowing the psychology behind colours and how they can evoke different emotions in the viewer can influence how you will design certain elements in order to tell a story, persuade your audience, or even create a calming impact.
Keeping up with design trends is essential. Graphic design is a fast-paced world, with new trends evolving frequently. Knowing what is current and what aspects you can use in your design will keep your creations fresh and relevant.
As with anything creative, design is subjective, so something may be visually stunning but is still not quite what will suit your intended audience. In graphic design it is essential to be flexible and prepared to tweak your work in order to reach the right end result.
Creative design is a world of artistry and technical skill, but with the right approach to knowing your audience, flexibility with the brief, and designing for a purpose, our design team produce visually epic work that nails the brief and tells your brand’s story authentically, every time!
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