The phrase “great design” is something that gets thrown around a lot; both by our clients and in our office!
It’s often used to say we like something. As in, “Great design, I love it!” Other times we’re being more nebulous, and talk about great design as some sort of holy grail, almost unattainable for its mysterious meaning.
Making the mundane magical!
In truth, great design means all of this, and more. When Source undertakes to design anything, whether it’s beautiful packaging, an effective website, or a compelling brochure, design is that element that ensures the product meets the needs of the client.
Great design makes packaging stand out on a shelf!
Great design converts an otherwise standard website into an intelligent, rich experience, reaching more customers and making more sales!
Great design turns a normal brochure into a page turner!
But how do we do it…?
Like the famous Pirate’s Code, there are no rules - they’re more like guidelines. Every element of a design is carefully considered for its impact on the viewer. Size, shape, colour, weight, spacing, kerning, leading, margin… and that’s just the text! Throw images into the mix, be they photographic or illustrative, and the possibilities for presentation are endless.
One key tenant to delivering a message using design is clarity. This means more than keeping text and imagery on the subject; great design uses tricks and shortcuts to leverage the average viewer's perceptions and expectations, and creates a stronger impression without blending into the crowd.
Another timeless technique to creating memorability and impact in a design is contrast. Whilst this has the obvious meaning of ensuring text and imagery are easily distinguished and absorbed by the viewer, there is a secondary meaning. Contrast means making things stand out from others; giving your product or service the edge, whatever it takes.
Great design is real
Ultimately, great design, as with any beauty, lies in the eye of the beholder. There’s no one way to achieve any one design goal. But anyone will agree, beauty isn’t some myth; great design is real, and it’s important.
Follow the links on the imagery at the bottom of this article to see a few of our own great design examples from our portfolio.