Creativity is one of my values. It infuses everything I do. I like to come at life with a curious eye and an innovative approach that sees me think a little out of the box (or as my sister said to me when she was aged seven ‘you’re not even in the box Francesca’) and come up with new and imaginative ways to do things.
Words are the heart of my creativity. I adore writing and language, and it’s how I make a living. But we also live in a visual world, and so I often need to design posters, assets, banners and images for social media and websites.
I often organise and run events, so need to create and publish posters for these activities. Not being blessed with design skills, it’s useful for me to see what design bundles are out there, and use them as resources. There are a number of different packages available from various suppliers. There are various styles, different colours, exciting layouts and interesting images that can make a design compelling – and it’s this that connects with people.
Because that is the heart of communications – connecting with people. Whether it’s through the written word or visual images, all businesses, organisations, artists and individuals need to communicate and connect with their audiences. It’s crucial to having a successful venture. So both the words and the images need to work.
I often create both mock ups and finished designs, and here are a few things I have learned about design, as a non designer.
Plan ahead
Don’t just start throwing things on the page, or on the screen. Think about what it is that you are seeking to achieve. What is the overall purpose of your design and what are you hoping to achieve? Is it to raise awareness, create an overall sense or feeling, sell a product, or something else? Even if it is not overt, all communications are trying to evoke some kind of action or reaction. Having in mind what the desire outcome is will enable you to ensure that all of the design elements are working towards that as an outcome.
Think about typography
Typography is itself an element of design. So often I see words just bunged on a page, and the font looks at odds with the other parts of design, and the overall message. Everything needs to be consistent. Fonts really matter. A font is a grouping of typefaces that have similar characteristics and styles. Whether you’re choosing something cursive and handwritten, want something bold and striking, or are looking for a typeface that is more traditional, each font evokes something different and has a different feel. Most design bundles for your mock ups also include font bundles that work well alongside them, so it’s worth investigating how well your font works alongside other elements of your design. Another key aspect of font, as well as matching your message, is its overall readability. Most people only skim read a flyer, or glance at a poster, so making sure that the font is legible and clear and easy to read in a hurry is really important.
Use a grid
One way to keep all the elements of your design neat and tidy is to use a grid format. A grid essentially serves as the framework for the page’s layout. This can include both vertical columns and horizontal rows, and is essentially a way to keep everything clear and aligned. Use one column if you’re doing a simple ad, and get more complex with more detailed designs. Organising your design this way will help with hierarchy, alignment and consistency, and make it more compelling and impactful, and ensure that your message is clear. Rather than haphazardly dumping things down, keep them aligned and your overall design will seem much more professional.
Power of contrast
Whilst most design programmes you can get will include complementary colour palettes and elements, you can also play around with contrasts. Whether that’s black and white, or bold and light, small and large, or other aspects that might initially not seem to go together, using contrasting elements can help your messages to stand out more. Contrast also enables the reader or viewer to see what aspect they are meant to pay attention to, and where to focus the eye.
Don’t go overboard
Just because there are so many cool elements you can use, doesn’t mean you should. That’s why picking a design bundle to create your mock ups is a good idea, as an expert will have filtered through different colours, typography, shapes and images to get the best range of complementary items that will work well together. Generally it is recommended to have a primary and secondary font, and no more than three colours, although you can adjust transparency and gradient to have more flexibility here. Similarly, if you’re going for straight lines, stick with it, rather than throwing in the odd wonky graphic. It just makes the whole design much crisper.
Use white space
Never be afraid to leave some white space. Just because you can fill every part of the page, doesn’t mean that you should. Instead embrace negative space and keep the design looking clean and clear. This gives a much more modern feel, and makes the parts of the page that are filled seem more compelling and clear.
Learn from the best
Top tip from Joe Reddington is know, or at least follow, one ‘pure’ designer. You learn an amazing amount by just spending time with them and seeing what they notice (or don’t care about). Have a scroll and see what you discover.
So there you go, even non designers can design great looking assets and graphics that capture the eye and heart of the audience, and get them to do something on the back of it. Whilst I can never claim to be a visual artist or designer, being able to use the various resources out there has helped make my work much easier and look far more professional. There are lots of different platforms out there – I’m a big fan of Canva – and plenty of advice to be found. So why not have a play?