If you’re going into business, wanting to re-fresh an ageing brand, or develop your own concept, do not try and do it yourself. Having the ideas is one thing, but having the skills, knowledge and tools to bring them to life is another. Leave it to the professionals (like us!) here’s why:
- Artistic Ability; you don’t get to be a graphic designer in the first place if you don’t have any!
- Graphic Design principles; These are the laws of graphic design, the things you learn when studying to be a designer, the things that separate the amateur from the professional. Things like typography, colour balance, page layout and white space (good use of it!).
- Technical knowledge; The designer must know all about correct image resolution, Vector vs Pixel based images, PMS colours, differing paper qualities, colour systems (RGB vs CMYK), file formats (.ai, .eps, .jpg, .tif etc) and which one to use…all of this knowledge and more goes into the production of something as seemingly simple as a business card.
- Supplier Relationships; A good designer should have a relationship with a printer they trust in order to successfully complete the project. When the designer and printer are in regular contact and the printer knows what is expected from him, potential problems can be avoided. This relationship also allows for better and faster pricing.
- Colour; A key aspect of any design is colour, especially with branding. Colours give off their own messages that the viewer is often unaware they are receiving because we all have instinctive physical or emotional responses to colour. So by carefully choosing the right colour or combination of colours, your graphic designer (us!) can tap into these responses and add another voice to the message you want to get across.
Here are some examples of what colours mean:
Blue: Most people’s favourite colour, it generates feelings of trust, dependability, commitment and calm but at opposite ends of the spectrum it can range from cool and uncaring to dynamic and dramatic. In branding design it is most commonly used in the ‘serious’ professions of finance, law and business.
Green: Our 2nd most favourite colour, greens are interpreted as tranquil, refreshing and peaceful. It represents newness or re-birth and is associated with nature and the environment for obvious reasons. In branding design it is most commonly used with those wanting to appear environmentally aware or who deal in natural, ‘earth’ based products or services.
Yellow: Yellow says bright, bubbly, cheerful, optimistic and creative. It will stand out amongst surrounding other colours, reaching the eye first (blue is last) and it is supposed to help with memory recall and encourage communication. Hence the ‘yellow pages’. Used in branding design when you want to scream out ‘look at me!’ However, it can look sickly and tacky if not used properly.
Red: The next colour down after yellow for getting noticed. Red is sexy and passionate, it is energetic, confident and bold. It instills a sense of protection from our fears because of its boldness. In branding red is used to appear bold, dynamic, energetic and strong.