The principles of good design
Design is more than meets the eye
The purpose of design is to communicate an idea. It is as much, if not more about function as it is about looks. It is as much intellectual as it is visual. If you don't have a clear, well designed message, you don't have a good design. Design is marketing, marketing is design.
Design is about communicating benefits
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Ask yourself this: Why does a prospect look at your brochure, your web page, or newsletter?
Because they want to know what you want?
Because they want to know what you need?
Because they want to help you out?
Not if you're living on the same planet I am!
No matter what you're selling or giving away, if I'm your prospect, I want to know what's in it for me.
I have hard-earned money or time to invest and I rarely part with either without the promise of some return.
Are you going to entertain me?
Educate me? Inspire me?
Solve my problems?
If you agree with that, why in the name of heaven, would anyone create a design or marketing message that didn't focus on those benefits?
Design is not about designers
Poof! On your left shoulder appears a miniature version of you with wings and a halo, on the right, a version with a pitchfork and horns. The good designer pleads "Create a design that answers your client's needs." The bad designer commands "Don't be an idiot--design something that'll look good in your portfolio." Who you listen to determines whether you're working to create an image for your client or trying to shoehorn them into yours.
Design is not an ocean it's a fishbowl
The design of a piece for a small business is much different than a piece for a Fortune 500 pound guerrilla. Design and marketing ideas are not always interchangeable--be careful about the principles you apply and how you apply them. For example, image advertising for a small business with a tiny budget is silly. Image advertising requires a long term commitment--months or even years to get the exposure necessary to gauge the value. Likewise, advertising your law firm by stuffing fliers under windshield wipers is equally as ridiculous.
Design is creating something you believe in
The saying goes something like this: "great advertising will kill a poor product faster than no advertising at all." The same is true with design--good design will attract an audience faster than poor design. If the product stinks more people will find out faster and stop buying. Step away rather than compromise your values.
