1. USE THE RIGHT FONTS AND COLOUR SCHEME:
We understand that marriage may be a scary proposition, but the font used here does not ease the situation either. Keeping the situation and the client in mind, use appropriate fonts that help bring out the essence of the event. The designers need to be even more cautious while using colour schemes that clash with the font colour. Playing with the shades of colour can bring out the best or the worst out of any creative poster. Look at your creative from a distance; if the font usage and the colours complement each other, you have done well.
3. WHEN IN DOUBT, USE A GRID:
In photography, grids enable the photographers to focus on the subject and create an aesthetic composition. In design, it has similar functions. If you are nervous with a blank space, use grids. Grids are guiding lines that help you understand your design composition and help create clear and concise creative.
A grid will give you a clear idea of the spots for placing the photos and placing the sentences in relation to the photos. Mastering the art of arrangement will make you look like a real professional designer.
2. KEEP IN MIND THE KERNING AND THE WORD SPACING:
Kerning is the adjustment of spaces between letters. A badly kerned sentence will most definitely not make an impact. It will seem as though a lot of the letters have merged with one another often looking like a typo from afar. There are fonts that may hamper the creative. Choose a wisely kerned font or if you can manually adjust the characters, that works well too!
Word spacing is equally important as kerning. Imagine having ill kerned and cramped words in a hoarding. That would spell a disaster! We can observe that word spacing can create illusions. If you are a design veteran, you can notice double or single spacing from a distance. If you can work on these subtleties, words will work in your favour. A creative should be distinctive, not distractive.
BEFRIEND BLANK SPACES:
If you have the urge to fill blank spaces because they look “empty”, stop right there. Less is more holds true even today. You can spot a basic marketing poster which screams information without actually providing any. Too much clutter will confuse the viewers. Keep the breathing space in your creative. Take the subject and work on one focal point where you want to grab your viewer’s attention.
A white space could be impactful if used with the right text and graphics.
5. DESIGN ACCORDING TO THE MEDIUM:
Don’t forget to ask your client where the design is due to be launched. Will it be a website, magazine, social media or on a widescreen video? Understanding your medium will help you understand the size measurements for your marketing collaterals. Being mindful of the platform can prevent plenty of unnecessary delays and corrections. There may be clients who would like to use the same collaterals on every platform to save cost. Advise them against it and suggest a collateral design that will fit better for only that particular medium. There are times when designs look stretched on a screen or get pixelated in a hoarding. If you are unsure, ask the client or the publishing house for the platforms and the sizes required to create an exact fit, inch by inch.
6. ALL ELEMENTS ARE NOT FRIENDS:
As a newbie designer, you may be tempted to use all the elements to make a creative look “fun”. It might just end up looking like a unicorn took a dump on your design.
A lot of the design rules go hand in hand. Minimalism may work on your favour. Gradients, drop shadow, textures are an element in itself. There is a time and a place for everything. If you stick to fewer elements, you will see yourself creating a more meaningful design. At the end of the day, aesthetics matter.
7. CHECK YOUR SPELLINGS AND GRAMMAR:
You can be your own grammar police and correct those unforgiving mistakes. There can be instances where a typo can be misleading in an ad. Do not underestimate the power of typo. It can make or break a brand or a design.
If the sentences do not fit in one line, feel free to use more space. As a designer, you also need to undertake the task of policing your own sense of grammar. This will refine your skills in the long run and will give you the edge to point out grammatically-ruined design.
Use symbols such as hyphen and ampersand wisely where it is required. If you are concerned about the sentence constructions and grammar, use a spell-checker or ask someone to proofread it. Even the best of the writers and designers can falter under pressure.
I love cooking my kids and my dog.
I love cooking, my kids, and my dog.
8. BE MINDFUL OF THE AUDIENCE YOU ARE DESIGNING FOR:
Design according to your target audience. Be careful about the fonts, colour and the graphic representation you choose. Discuss it with your clients and with ample research, you will be good to start on any project. If your design does not deliver the message or looks, it is a waste of client budget and your precious time.
Your audience can be of an urban origin or a rural origin. A customized mode of designing to get the message across is one of the best skills a designer can have. You can design for a niche or design for the masses. It is a feather in your cap if your design converts to sales. Careful and clever usage of every element of the design is a hallmark of a seasoned designer.