Words to design by

While working with my creative teams, I often catch myself repeating tried and true design mantras. This got me to thinking; do I have a list of personal musings I rely on to get my design point across? We all know the answer to that question or there’d be no point to this blog post! Here’s a sampling of what I compiled. Given more time and thought on the subject, I’ll add more. Let’s just keep this as a running list of “words of wisdom” or better yet, “words to design by” and leave it at that. Here goes nothing:

“Do not follow where the path may lead. Go, instead, where there is no path and leave a trail.” Ralph Waldo Emerson
A quote I absolutely live by! If you’re on a path, it is someone else’s path. Chart your own path for this is the best way to ensure you’re unique. Unique and one-of-a-kind means your work has a platform to stand out from the endless parade of other designs that consumers come in contact with.

If graphic communication is expected, it is boring. If it is boring, no one pays attention to it. If no one pays attention, you have not communicated anything
Make connections to disparate objects and build an unexpected bridge between them. Only when the consumer is able to walk across that bridge will they understand the connection. The key here is finding unique, unexpected connections. If the concept (the bridge) is expected, it is boring. If it is boring, no one will pay attention to it. If no one pays attention to it, you have not communicated anything. If 9 out of 10 designers come up with the same solution, it’s too obvious. Always push your solution beyond the typical and expected.

We’re all egocentric when it comes to design
Most graphic communication is created on a mass scale; meant to be read by numerous viewers and yet we all engage with it as if the design is speaking directly to us. Successful messages are those that you can relate to, you can laugh along with or touches you on some level. I firmly hope your work invites the viewer to become involved, gets them to act for a cause, educates, and informs. In the simplest of terms, inspires and motivates the viewer to do something!

Ying when others yang
We as visual communicators design in response to what is happening around us. Keep an ear to the ground, educate yourself about what’s current in visual communication and then run in the opposite direction as fast as you can! Ying when others yang for it’s the best way to stand out from the crowd. If you use design elements (colors, typefaces, etc) that everyone else is using how can your message possibly stand out?

Is anything original?
Don’t have the audacity to think your idea is original. It doesn’t matter how out of the box you think your concept is; chances are it’s been done before. It’s your responsibility to research and determine if your “original” idea has been executed before and develop ways to modify it and make it your own.

You’re the captain of your own creative ship
Follow your gut instinct when designing. Doing so helps you find your own visual voice. We’re creative thinkers and interjecting our own point of view into designs is what helps bring unique solutions to the table. The goal is to develop a stand out message, right? Since you have your own perspective, your own point of view, you offer what no one else can.

You make the final decision as to how you want to present your work. In the end, you’re the one who must defend it to your creative director, client, professor, etc.!

One visual and one word can affect the lives of many
There is power in our visual voice and with this power comes great responsibility. What you put out into the world influences others. Don’t take this responsibility lightly. Rely on your morals and integrity. If what your promoting doesn’t feel right, do something about it.

Designers must be transparent
I want you to develop your own visual voice and fully expect to see common threads connecting your individual designs together when looking at the breadth of your work. That being said, ensure your clients’ voice comes through loud and clear. Your design “style” needs to overlay on top of your client’s brand elements allowing their brand voice to resonate. You’re communicating their message to their audience after all!

Establish visual hierarchy
Ask yourself this simple question every time you design: what do I want the viewer to see first, second, third? Placing the elements in the composition according to the predetermined numbered list is a simple but effective way to start establishing visual hierarchy. Using basic design principles allows you to emphasize one element over another so more important content looks and presents as more important. Placing the elements so they are on the same level of visual hierarchy can create a sense of visual tension, a visual tug of war of sorts. This visual struggle can result in the design feeling cluttered and disorganized leaving the viewer confused. Don’t get me wrong; some visual tension is a good thing to have for it offers a sense of energy and movement. The issue occurs when everything in the composition is screaming, “look at me!”

In conclusion
That’s all I can think of at the moment… mentally exhausting, but a little journey of self-reflection does a designer good!

If we’ve had the chance to work together on a creative team previously, any additional comments, phrases or words to design by you’d like to add to the list?! Give a shout out if I’ve missed something.