Sometimes the best insights can come from surprising places. That’s why I was delighted to read this question and answer tumblr post by Aaron Diaz, the creator of the webcomic Dresden Codak. The quotes I have included in this post could be straight out of a design text.
“The short of it is that just because you don’t consciously notice something, doesn’t mean it has no effect on you.”
Though Aaron was talking about the level of detail that he puts into his comics, it is also a truism for graphic design. Like most professional designers, I begin the process with a concept. And that concept is based on factual information; about the company, the target audience, and those pesky keywords I’m always on about.
However, an ever increasing number of people and companies now have access to the software that the graphic design profession uses. Having these tools can be empowering and lead the owners to think anyone can design, produce and market all by themselves. But the logic is flawed in the same way that thinking you could produce beautiful woodwork with nothing more than a carpentry kit. The missing piece of course is the knowledge of the craft.
It's just an "A" right?
And the guiding concept behind professional design is the knowledge. That’s the extra effort that might go unremarked but not unnoticed. You may not consciously know that a geometric slab serif letter reversed out of color will invoke thoughts of high school and college, but the truth is that subconscious connection will still affect the way you feel when you see it.
“When making any art (and especially when crafting stories), the focus should not be just on what you’re actually making but what the effect of what you’re making has on the audience. Excessive details and flourishes are just as bad as an overly plain execution.”
Having that strong concept can be the difference between bombarding the audience to the point of irritation, and confusing them with vague messaging. Both these extremes can result in a campaign flop. The goal is to walk that tightrope Aaron hints at, too much and the message is lost, not enough and the message just isn’t there at all. Considering the importance of marketing to any company, the tightrope metaphor seems appropriate, and I for one am more comfortable when a professional is walking it.
