Because You Like It, Just Isn't Good Enough

Graphic design is all about visually communicating messages and giving those messages meaning. It's also about grabbing attention, making a statement, standing out, educating, and inspiring its target audience.

When I was a young designer, I used to think design was just about making things pretty. I'd design something that pleased my own eye and thought my work was done. There were countless times that I came across something I absolutely loved and would try to work it into whatever I was designing. I wasn't really doing it for the sake of the piece, I did it because I liked the look, the feel, the colour, the shape, the style. This is something they didn't teach me in school and had to learn on my own.

As I gained more experience, I started to understand communication design on a deeper level and realized that what I had been choosing to include in my designs, wasn't really working. It was at that moment, I started listening to what the communication designer in me was saying.

What is the purpose/reasoning? Why?
Does it add value to the layout/design? Why?
Does it help achieve the clients goal by solving a visual/communication problem? Why?
Does it speak to the appropriate audience? Why?
Is it speaking to the audience appropriately? Why?

If one cannot answer any of the above questions with clarity or has to dig too deep for the answer, then it's not an integral part of the design solution, and should be put aside.

To design something that serves a higher purpose than 'just looking pretty', requires more self-discipline and less self-gratification. I couldn't tell you how many times I've had to give up on an idea for one of my OWN projects because it just didn't fit the bill. You really have to be conscious of fonts, styles, themes, illustrations, and even ideas (as cool as they may be) and ask if it really serves a purpose or if its something you choose 'just because'. This isn't to say 'design something you hate' but to say 'design something that is effective'.

Sometimes I have a hard time not including something that's pretty or funky or slick so here are some things that I've implemented to keep me focused on the project at hand.

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The List
Starting out with a list of what a company/person is all about, helps to keep you on track when distractions pop-up. This list can contain anything from names, to verbs, to nouns, goals, creative direction, or any ideas you may have. Continually refer back to this list when sketching, brainstorming, or executing ideas to ensure you haven't veered off track.

The Questions
Jotting down a list of yes/no questions (like the above) is another good way to 'check-in' with yourself. They could be questions about creative direction and even goals you/your client wants to acheive with the project. If you can answer yes to all of your questions, then you're on the right path. If not, keep going! :)

The Idea Box
I created a folder on my computer called "The Idea Box". This is where I save all images and fonts I would find online that I liked but couldn't use. It's a great way to put it away and revisit it later to spark some inspiration for a personal project or maybe another client project.

The Design Files
This is an actual physical folder I put all tangible items in for inspiration. Anything from magazine pages, to paper samples, to promotional ideas, flyers, brochures, or ads. It's really fun to bring this out ever-so-often and swim through stacks of inspiration in its physical form.

The Traveling Sketchbook
I can't stress enough how important it is to travel with a sketchbook or an iPhone :) Too many times while I'm in transit somewhere, I've thought of an idea or saw something that intrigued my interest or I simply wanted to pass time by sketching. People also say the darnest things so it's always great to jot those down, if only for a laugh later on. Everything amounts to a potential idea so I make sure to record and revisit. Don't forget a pen/pencil!

The Wall of Inspiration
I never work in an office or cubicle that isn't decorated with inspiration. From quotes, to colour, to funny photos, I love taking the time to find stuff to put up. They serve as great reminders of who you are and keeps you grounded when you're working on something that might not be 'you'.