Graphics Design Concepts that Make an Impact
Whether you are selling a product, raising awareness for a charity or simply displaying information it needs to have an impact on the viewer to be successful. The craft of graphic design is crucial here. Creating an impact not only grabs the attention of the viewer it also makes them more likely to remember the critical information.
The displayed information can come in many forms, a television or magazine ad, a brochure, a catalogue, a prospectus, a report, the list goes on. What they have in common is that they need to convey information in a pleasing way that strikes, then retains the viewers attention.
The three concepts of graphic design below all affect how impactful the final piece will be.
The old cliché that less is more has grown a little tired at this point in the history of graphic design. Many designers defy the rule with neo-baroque and similar styles that overload the viewer with a visual opulence.
But function overrules form when it comes to conveying information clearly. Where more elaborate, ornamental styles are used a good graphic designer will contrast or juxtapose them with open clear spaces in which the critical message is printed.
Typically these ornamental elements operate as an extravagant frame around a simple piece of text, enlivening it and drawing attention to what might otherwise be relatively dull information.
The infographic is a design technique that often employs minimalism to the greatest effect. It essentially tries to distil a set of data into its most easily digestible visual form.
Infographics have recently become very popular. Through social media, a clever or interesting Infographic can quickly be shared across a wide audience. However, they are far from being a new phenomenon.
Established in Vienna in the 1930’s, Isotype, the international system of typographic picture education was developed to “represent social facts pictorially”. A key motto of the movement was: “To remember simplified pictures is better than to forget accurate figures.” A good graphic designer will keep this motto in mind when creating their infographics.
Anyone who uses basic word processing software can call themselves a typographer of sorts. However, choosing the right type for a piece of graphic design work requires a keen aesthetic understanding. The typography and the design around it have to work together to make information clear while also drawing the eye with an attractive overall design.
In terms of conveying information clearly font hierarchy is an important aspect of how graphic designers use type. It helps to direct the reader to the critical text, to navigate through different parts of the text and break it up into easily digestible passages.
Text can also be used creatively without having to rely on more abstract designs. Interesting arrangements of text and innovative combinations of fonts can be just as engaging as elaborate illustrations.