Here is a list of 10 brilliant resources to put into your own little grid-based design box.

Boilerplates

If you feel like doing it without having to create your own CSS framework (I can already see a bunch of you nodding your heads with great enthusiasm), you can check out these boilerplates.

HTML5 Boilerplate

HTML5 is fast becoming the No. 1 used, experimented on and recommended format for just about any project. The versatility provided by the update to the old classic is a big reason for that, and there have been some amazing experiments that show what it is really capable of.

Gridless

Compatible with both HTML5 and CSS3, this boilerplate makes it easier to create websites viewable on multiple browsers, with design specifics like layout and typography as a main focus.

Traditional Frameworks

If you want to go with what is affectionately referred to as "old" frameworks – showing how quickly new technology truly is released – you can try out these dinosaurs that are still just as good as the day they were released.

960 Grid System

This is one of the original sites dedicated to existing framework and design. A great deal of new designs originated from this source. You can find a lot here to get you along.

YAML

Standing for "Yet Another Multicolumn Layout," this framework describes its products as "bulletproof and flexible." That is a promise it is able to keep, as it gives you the tools you need for simple and rapid CSS framework development. It has everything you need, so YAML is a must to check out.

Brand Spankin’ New Frames

Sometimes you want something new and cutting edge. These websites offer that, though most of them take bits here and there from the old classics to keep them relevant to the original grid we have all come to know and love.

Columnal

This grid system is a really nice one. It was created by taking a number of CSS layouts and combining their elements. Then, custom coding was thrown in the mix to provide a unique style. Each piece for the new system was taken from both 960GS and CSSGrid, based on their elastic grid design.

Skeleton

If your main concern is having a boilerplate that is mobile friendly, this might be the choice for you. The CSS/JS mixed files are made to allow for development that works at any screen size. The flexibility makes it easy to create one site that will work on mobile screens as well as standard laptop or computer screens.

G5 Framework

For front-end framework compatible with the standard CSS3 – as well as HTML5, jQuery and PHP – your best bet is G5. It is a great starter for any basic website, made specifically for fostering efficiency in web development. It has a great list of features.

Easy Percentage Grid System With HTML5

The name is a bit of a mouthful. But the layout is clean and simple, working on a six-column grid. If you are a beginner who doesn’t know that much coding, you will want to stick with this one. It has a full tutorial on how to change things like the column titles and content. It also shows you how to add or remove columns without disrupting the design.

jQuery Masonry

This is a jQuery-specific plug-in that creates a unique layout with a great image-heavy design. The whole build is based on a grid that is different from many of the standard column designs you see today. It pushes it all into a much more compact and well-organized design than the CSS floats standard.

Less Framework 4

Less Framework is extremely simple. It takes a single grid and gives you four layout options and three typography presets in one package. The idea is that you have a more basic layout, allowing for a more adaptive website without the need for future framework. Whether it is viewed on a PC, laptop, tablet or mobile device, it will fit properly.

Conclusion

Whether you are a fan of frameworks or not, you will find what you need to take advantage of simple grids for web designs on these 10 sites. They give you amazing resources, and they are only a few of what is out there.

Leave your suggestions for other great tools to put into your grid-based design resource box in the comment section below.

As more and more stock images are being evolved, more options are becoming available for the photographer and photo buyer. Image licensing is an important aspect which the buyer as well as the photographer must know.

Royalty Free

Royalty Free stock photography gives the image buyer the option to use the image in as many ways as desired while only paying one fee. License pricing are generally lower with Royalty Free. This license is cost effective because the buyer is choosing not to protect against competitive usage. The images are easy to use because the buyer doesn’t need to determine or track usage and is free to use in the images in multiple ways. Of course, there are also disadvantages. For the buyer, there is no protection against conflicting use by competitors and photographs offered in the Royalty Free domain are generally of lower content quality.

Rights Protected

Rights Protected license prices are generally higher then Royalty Free. In this case the buyer has control of the license and there is protection against having the photo used by a direct competitor for a competing use. Records of every use of a photo or image are kept to avoid conflicting rights between competing end users. Usually, images tend to be higher quality in content and subject matter for Rights Protected license. Rights protected images are licensed for a specific period of time and for a specific application which is negotiated in advance. The reason one would use rights protected imagery is to prevent competitors from using the same image in the same marketplace.

Rights Managed

Rights Managed is a license type similar to Rights Protected but does not guarantee exclusiveness unless an additional fee is paid. Usually, license prices with Rights Managed are somewhere in between Rights Managed and Royalty Free. Rights Managed means that the buyer pays for a license to use the stock photo for a specific use for a defined time period. Usually, the licensing is not transferable. They are only granted to the person or company who purchased them. The buyer may not sell, rent, loan, give, sub-license, or otherwise transfer the photograph or the right to reproduce the photo to someone else.

Use of stock images must be appropriate to your design and content. There are certain points you must keep in mind while using the stock imagery:

a – Don’t use a stock photo when you can easily illustrate or get a photo shoot yourself.

b – Don’t use Cliché or over used images.

c – Avoid using images that have been masked or have bad paths clipping. Instead you can do it yourself if you are really good at cropping the backgrounds.

(Image Source: hand with clipping paths)

d – Never use pictures that do not relate to your concept or content.

(Image Source: nature photography)

Don’t use the image just for decorating the page or the element you thought was nice, but use image that is in reference to your content.

a – If you buy the low resolution version of the image just because it is cheap, you’re going to ruin your effort and the whole design.

b – Do not use images that look out dated or non professional.

c – Using pictures in which the model has over posed will not look good.

(Image Source: Man with happy facial)

d – If you want to use the image that is extended better use the professional ones instead of using the image that has poor cloning.

(Image Source: Cloned dog)

e – Placing the selling product directly over the image looks really retard and non professional.

(Image Source: boy with hand)

Stock images are found in wide variety and it has become so easy to find almost any image on the internet through certain specified sites. E.g. ShuuterStock, Corbis, Gettyimages or masterfile. These images are available on low resolution so since they have the copyrights issues, therefore cannot be copied directly to be used in print ads. Either the client buys them or orders similar images. Use of stock images is hassle free, you don’t have to hire a photographer or create backgrounds or pay lot of money for the photo shoot. Stock image sites get all the information, how much is the viewership determines the price, in which region the image will be used and whether royalties are due to the image creator or owner. Sometimes you just have to pay once to use the multiple images or pay in a bundle and use a series of 3 or 4 images annually. Use of stock images in ads can be as creative as possible. Do you really want to use the image just as it is or should you be thinking more on conceptual basis? One important question….

Use of simple stock images without tempering.

(Image Source: Sweet couple of red fresh)

Now this is an example of treated stock images using the creativity and not just placing the image as it is. Use of different colors in the back ground have been treated.

Stock images have copyrights, you just can’t pick up any image from internet and use it, you either buy it or order it. On the other hand many ad agencies use stock images to present the concept to the client and on approval later arrange the photography in the same atmosphere and replicate the images with their own models. E.g. if you are selling shoes obviously you will not use the images of shoes of some other company, rather will present the concept and then use your own shoes in the photos. The appealing look of the product or the appetizing appeal of any food item is just through the right image. Stylists, experts and photographers put in their best efforts to make the product look amazing so the audience is compelled to buy it. This is the art of stock imagery not achievable by any layman.

(Image Source: Food Passionate)

Tempting…isn’t it? This is the art of stock images.

When we use an image that we’ve bought, begged or borrowed from someone else, we are implying (to potential customers) that it is our work because it’s showing the service we are selling. This is breaking the law…lying to your clients is not just good. Take reference from images, think and then re establish the images yourself. You may use a part of an image or just the background but selling somebody else’s product is not just good. In this way only you will be able to develop the trust and confidence of your clients who might not know at a later stage that you have actually stole somebody else’s images.

(Image Source: Bungalow Interior)

This is not your work so just use this image for reference.

This is not your product but you can use it to refer to the concept, can replace with your own imagery but leading to the same concept.

Treatment of images as discussed above can be a very creative thing. Use of different softwares can make the process easy but just treating the image for the sake of treatment won’t work, you have to give it a certain character.

You will be able to see lots of images being used in this poster. All these images represent glamor and glitz though even without treatment those would have worked, but giving them a distinct character make the whole image look more vulnerable and appealing. Not necessarily you have to pick an image and treat it, even a simple dot can say a lot. But stock images make life easy…you believe it or not, without them in today’s world, half of advertising wouldn’t even be possible.

Refreshing, something you would really want to have. Same is the case with other items, the more appealing to the eye, the more sales and more customer demand.

This is a poster by Island Oasis representing few drinks it serves. Anyone looking at this, tired, thirsty would not let it go. It looks amazing with the beauty of bright colors and thirst quenching delights.

Designed Items Used for POP

Several items can be designed in reference to the establishment of the brand and services its providing. Few examples can be posters, shelf markers, mobiles, wobblers, door stickers, drop downs or even a kiosk.

Posters

In-house posters can serve an effective way of developing a reasonable relation of the brand and the customer. It serves as a reminder to people walking in the store that this brand prevails here. Poster is a good way of describing your product in detail or the services since the interaction level of the poster and the target customer is just of a few meters. He can read it see the images in detail and also can have a direct idea of what the brand is about. Posters come in general sizes like 18×23 inches or 20×30 inches. But other than these custom sizes can also be made depending on the availability of the size of the panel or wall on which it has to be displayed.

This campaign was developed in order to promote nestle delights in the season of Christmas. These in-house posters serve as a prominent platform not only to promote the brand, but in the clutter of all the other desserts being introduced in the Christmas season, these Nestle desserts look better, appealing, mouth watering. Use of words starting with “in” gives these posters a unique character.

Posters can also serve as a good way of depicting a certain promotional program of a certain brand. Just like in the above example, a contest being held by Sunsilk is being promoted through this poster which can reach thousands of people coming to retail markets. It can be placed in the beauty parlors, jewelry shops or anywhere where lots of women come. Thus posters are effective ways of reaching thousands of masses by being placed just at few places.

Shelf Markers

Shelf markers are labeling solutions. The shelf on which product is placed can have a label showing the product details or just the name or just the image. This catches the attention of the viewer as soon as he sees this branding. It compels the viewer to pick up the product being displayed in the form of shelf marker.

Shelf markers are usually very simple and direct since the space available to paste them onto the shelves is very small. It’s just a methodology to attract the customer.

Mobiles

Mobiles are hanging from the roof. They can be in cut outs or simple ones and pretty mobiles not only enhance the beauty of the shop but also serve as continuous reminder to the customer of a certain brand. With air when they revolve and rotate they look beautiful and movement always catches the eye.

Wobblers

Wobblers are 3D unique printable items which are very eye catching. One part of the wobbler is pasted against a flat surface and the bended extended portion hangs in the air giving a feeling of 3D. It’s wobbling around in the air which increases its credibility of being seen more.

Their construction can be very creative as to how they will wobble, which bending part is more durable that the whole structure does not get tore off.

Door Stickers

Door sticker printing though serve a purpose of telling a person either push or pull, but now they have become an effective way of endorsing a brand.

The new thematic of KitKat expressed different personalities different form ordinary based on the concept of “Have a break”. The same campaign showed two different characters along with the signs of push and pull and at the same time giving the concept of break.

Drop Downs

Drop downs are any printable item showing the direction towards the product. It’s a form of branding that shows the customer where is the exact place of our product so he doesn’t have to look for it in the whole retail outlet.

Kiosk

Kiosk is a small, separated garden pavilion open on some or all sides. Kiosks were common in Persia, India, Pakistan, and in the Ottoman Empire from the 13th century onward. Today, there are many kiosks in and around the Topkap? Palace in Istanbul, and they are still a relatively common sight in Greece.

In the Western hemisphere and in English-speaking countries, a kiosk is also a booth with an open window on one side. Some vendors operate from kiosks (see mall kiosk), selling small, inexpensive consumables such as newspapers, magazines, lighters, street maps, cigarettes, and confections.

Kiosk is a stall/booth where separately any product is available from the rest of the products. It gives a product unique identity and by separating gives value to a product. Glamorous, bright, colorful graphics have been seen on the kiosks to attract the customers.

In order to decide which items should be part of POP, it’s important to know the true essence of the brand and the target market.

But in the last few years – and especially the last five or so – there are some design trends that are everywhere. This is generally because they are actually very good and easy to adapt to other changes in the marketing world. They are also able to be included in plenty of other more unique or new looks, which makes them basic style staples.

The problem is that this means they are overused. In particular, there are seven design basics that you will see all over the place, and you might want to keep an eye on if you want to try to use them yourself. Mainly because you run the risk of creating something that looks like any other logo or design that you will come across on the web. Who wants that? No one hoping to set their skills (or personal businesses and sites) apart from the pack, that is for sure.

Below are these seven trends that you have to be very careful if you decide to use them yourself.

1. Badges and Buttons

It used to be that you would see badges or buttons all over the web, and that wasn’t a surprise. It is a much more attractive way of presenting a gateway than an average link, especially with the dull, active and inactive text settings of the days or yore. You can also stack, line or place them in locations that are more pleasing to the eye, rather than just laying it out list a list or burying it in text.

Most commonly you will see these badges presented as bright, glittery boxes. They seem to shine thanks to the often-blended white gradient layers along with the block lettering and creative logo use. Since they appear to glow at you from the screen they can be really appealing.

But have you noticed who is using these the most? Companies such as Apple or social media sites such as Twitter and Facebook have more or less monopolized the use of badges in the last couple of years. Need proof? Look at app download pages or the share buttons on blogs all over the web. It is almost a shock to see them used for anything else anymore.

This overuse added to brand association spells death to the badge and button as a multi-purpose design option for others.

2. Speech Bubbles and Megaphones

Social media and networking has presented a new way of communicating to people all over the world. Since that is its primary function on a user to user level (even marketing is within this line of usage), it stands to reason that speech bubbles and megaphones would be used in logos and banners.

After all, those are direct visual representations of what these sites have sought out to do.

But the idea of showing it to be a "talking" logo has become old and stale. I have lost count of how many companies use this now, and they all seem to look the same. It isn’t that a visual showing talking and listening can’t be utilized, but perhaps something a bit more creative than the now overdone comic-era speech bubble?

3. Fun With Opacity!

I think all designers have had their fair share of fun with the lovely Multiply and Overlay features in  Photoshop? By changing the opacity of any layer you can create a really cool effect with next to no effort on your part. It can change the entire look of a logo in an instant, and might make the difference between something standard and boring and something elegant and well designed.

Possibly the most recent example of how this old technique is being utilized is in the Microsoft Silverlight logo, which was a beautifully done one that is immediately recognizable to even those who only occasionally use Internet Explorer as their browser.

Since it is so versatile and is a tool of design rather than a method, this once doesn’t have the same problem of becoming boring like some others on this list.  But it is still easy to use the wrong blend of colors or shapes, which will be less than appealing.

4. Kawaii Illustration

I keep seeing these logos all over the place, especially when it comes to apps such as Seesmic and GitHub, two very adult, industry-oriented tools for power users looking for marketing opportunities on the web.

It is not something you would expect to see advertised by adorable, fluffy, giant eyed woodland creatures.

But lately they appear to be everywhere, and that in itself shows the popularity of the trend. No one seems to know what started it, but it doesn’t look like it will be going away.

The problem with using it is that if you are not very specific about how you are presenting it, the brand you are marketing might get lost in the cuteness that is the adorable animal.

Make sure to be clear about what it is attached to, and watch to make sure it is not too similar to those used by other companies and web apps.

5. Scripts, Slabs and Other Cool Fonts

I am going to take a wild guess and say you have used Archer more than once in a logo design. I don’t think there is a single designer among us who hasn’t, or used one very similar to the point of being almost indistinguishable. Since it was probably the most popular font of the last three years it would be silly to scold you for it.

But I will tell you to step away from the Archer now. Slab serif fonts are still a great tool, but keep in mind how often they are used and the way they have a tendency to make logos all look very similar.

Instead, try to go with a more unique, lesser used alternative to the old boys. If it is something you haven’t really seen before, use it! Try building a logo to fit the font rather than the other way around. This will give an immediate creative boost and set you apart with next to no additional effort.

6. Verdant and Plant-Inspired

In this case I am not going to say "be careful when using" this design choice. I am going to say to ‘be careful not using it’, because it a really ignored look. That is unfortunate because flora and fauna are great ways to present a natural and pleasant looking logo.

Depictions of nature give people a sense of ease, and even a plant related silhouette will seem warmer and inviting than many more modern and bare looking designs that have become the norm online.

But too much of flora is still no good.

7. Quadrangles

What are these things? Seriously, they are lopsided and fit no actual shape known to man. They are somewhere between a rectangle and a trapezoid, and they are everywhere these days. Which is interesting, because symmetry was once considered a great ally to the designer, especially for logos.

The problem here is that quadrangles can appear so uneven that it gives an off-putting look to the entire logo. You have to balance it just right, and without proper color schemes, font and placement it just looks wrong. I have never personally liked one I have seen, though I can see why those who like fun and modern designs might get into it.

Tell Us Your Own!

There are so many trends out there we can’t keep up with them all. Which do you see that could be used correctly, and what ones are a flop? Let us know in the comments.

Faults in Site Structure 

Many designers fail to offer balance between the space occupied by information and white or blank space. Text, images and menus should appear on a contrasting background and distances between the designing elements should give a clean and clear look. Overcrowded web pages fail to hold attention of the viewers. Check out the margin, “padding” style while creating a site.

Example of clean web design

Browser Issue 

The site should be displayed perfectly with all commonly used browsers. Many designers simply forget to check the browser compatibility or skip it in haste. Web developers relying on website templates often commit this mistake. There are several browsers and each have various versions to complicate the issue. This happens because many users avoid upgrading their browsers. Identify the popular browsers used by the website’s target group and check compatibility of your site with them. 

Miserable Navigation 

This mistake can drive out interested traffic instantly. Visitors look for desired information while visiting a site. The desired information should be maximum three clicks away. Many designers bury the content too deep and frustrate the visitors. Portion of the text and navigational elements should be properly highlighted to guide the visitors. Many designers use unconventional names for Home, Product, About and other sections that can confuse the user. Website templates are great way for small and medium businesses to develop or redesign their site with proper navigational elements in place.

Using Flash and Music

Budding designers have a fascination to use Flash and background music. This slows down the response time and page loading is disturbed. Many users don’t have access to high speed Internet connection and need to wait a long time for the page loading. This disrupts the smooth browsing experience of users and they often skip to another site. Website templates using flash should be tested before developing. 

Websites with background music are rarely appreciated by users. While it may be good for websites promoting music or audio guided tour, the viewers should be given an option of controlling the sound rather than auto-playing from the beginning. 

Unlabelled Links

All the links of a site should be properly labeled. This is crucial when you are designing a site from scratch or using any website templates. When this is not followed users get confused about the destination where the link will lead. Grouping similar links with same color or fonts, changing the color of used links, using clearly visible buttons are encouraged. Designers sometimes fail to distinguish the text links within content. 

Typographical Faults

Using too small or too large fonts creates wrong impression. Messages are best delivered through smart web safe fonts of optimum sizes. Style of the font should not be so clumsy that the user has difficulty in reading or understanding. Experimenting too much with fonts is a common mistake that should be avoided. Using website templates may minimize chances of such mistakes.  

Images Not Optimized

Images used on a website should be resized or compressed to save space and loading time. When it is not done, images take long time to load and the viewers often leave the site without waiting. Providing thumbnail view and linking those to larger images is a smart solution that many designers fail to implement. JPG, PNG and GIF are commonly used formats. Other formats of images may take a long time to load. When an image or few images are used as background the designer should be cautious about the loading time and level of optimization. 

Wrong Color Combination

Many designers fail to take into account the purpose of site and target viewers while selecting colors for a site. Colors used for designing a corporate site should be different than a health site. Using contrasting colors or too many colors is a bad practice. Most designers fail to adhere to the principle of using three primary colors. Shades of these complementary colors may be used if required. Many website templates offering excellent color combination may be used as reference.  

Poor Text Format

Visitors searching for information prefer to scan the content before going to details. Chunks of text repel them. Many designers fail to present content that can be easily scanned. Using bullets, numbers, headings, sub-headings, highlighting with bold or color are some simple steps that are often overlooked. Website templates can be a smart reference point for developing a site.  

Designing a website involves several critical stages and a designer should be careful about the errors that may happen. While some errors may happen inadvertently some are due to lack of proper knowledge. The tips mentioned above may be followed to minimize chances of mistakes. 

Create a Bleed

All magazine covers need to be designed by first choosing the option of creating bleed. In latest softwares this option is available itself, otherwise you create cutting margins yourself just by dragging the rulers and leaving certain space on all sides.

Creating borders will help you fix your image right in place. Also don’t forget to write the copyrights of the image you are using. The name of the photographer, phone number, e mail address and usage rights.

Creating Frame

Rectangular frame will help you to place your image in a way that it touches the margins of the document and you will exactly know which part of the image will be in cutting area of the paper and which part will be visible.

Fit the Image

Scaling the image to your exact requirement needs to be in proportion. Never stretch the image haphazardly to distort it. Always use shift key to stretch the image if you are working in Adobe Photoshop.

Creating a Masthead

Masthead is the upper portion of the magazine cover which has the title of the magazine. The text should appear on the top portion, why? The answer is very simple…viewer’s eye always travels from top to bottom so of course you would want to show the name of the magazine first, so always use the title on the top. The problem with the above image is that there’s no head room. Where will you place the title, it will come on the nose or on the eyes which definitely will ruin the whole image and the cover. So the photographers are always told to keep the space on top of the picture for the title. The title if already established is in certain type or font, otherwise for new names you can be as creative in typography as possible.

Adding of Date, Issue Number and Publications Name

Apart from creating the masthead, you need to write the publications name, date and issue number. That separate place can be on left or right but at a readable corner, since it is as important as the masthead. It clearly states the volume number, date, website or publications which must also be in larger font. Graphic element can also be added to create its enhancement.

The Story

When somebody looks at the magazine they want to know what’s the lead story behind using this model. What is inside the magazine that I would want to buy this magazine. Create a text box that will have the least impact on your main photo but surely reflects the model’s use. Use a bold font but never use the same font as masthead.

Colors

Colors can make a drastic change in your cover. Choose a color for your text that best suits the image as well as stands out. Graphically text can be as creative as possible. Swatches and color palettes can be exported also from some other software but you must know which ratio of color will appear after printing. The drop shadow trick works very well in highlighting the text. Same goes for glow or bevel techniques.

Magazine doesn’t necessarily have to be a fashion magazine, but mostly yes, it is. Any corporate magazine cover would definitely be more sober, minimal colors and no glamour. Product magazines highlight the product and cover will definitely state the usages. Whatever magazine cover you are designing, it takes lot of strength and creativity with good composition.

Some of the Best Magazine Covers

Here i have colleced some beautifuly designed magazine covers for your inspiration.

Similarly many ads can be published in the newspapers but since newsprint quality is not too good so ads with lesser colors will appear good.

Press ads refer to advertising to a mass number of people mainly through the following steps:

• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase

Starting from the initial level of awareness, newspapers and magazines are the best way to create it in lesser amounts, till the end result of purchase. With the growing rate of internet usage, web ads and web banners are becoming more useful, even in these circumstances, newspapers still sell more. Easy, readily available and cheaper medium to advertise.

Press ads can be in varied sizes, the width of ads depends on columns of the newspapers, e.g. you can have 1 column or 2 column or 3 column or 4 column upto 8 column ad with varying heights.

1 column =3.8cm
2 column=7.8cm
3 column=11.8cm
4 column=15.8cm
5 column=19.8cm
6 column=23.8cm
7 column=27.8cm
8 column=31.8cm

1 column press ad

2 column press ad

3 column press ad

This is a very interesting example of 4 column ad, with spaces in between to make a complete image.

These are the standard widths of press ads depending on columns; the more columns the more expensive.

Placement of Ads

Placement of ads is also an important issue. If the brand is endorsed on the front page of the paper, more likely it will grab more audience but more expensive it will be. Similarly on the back page, inner second page are the places where you can draw more attention of people. Moreover it is also important to know which other ads are being published on that page. If the other ads are brighter, more colorful more vibrant, then definitely you have to work more on your ad to make it better than others. Classified section can also be used to advertise, but in that case you don’t have much space for creativity, either it will just be text or minimal imagery, or just the logo or the tagline. This is a very cheap method but risj factor is involved, what if you do not get the right response.

Now you can very well se hoe ads are placed in newspapers, size and matter does matter.

Copy of the Ads

Copy of the ads is the most sensitive issue. The copywriter must exactly know what to address and to whom. It should be crispy and witty, less words and more meaning. Lesser the copy, greater appeal will your ad have. Press ads have the ability to reach to people through words, therefore when you have details or more information about the brand, press ads are preferred since they can accommodate more text. Press ads give all the information and the contact for future reference. Weekend newspapers are more selling, therefore people prefer to advertise in the newspapers on weekend edition since they have more chances to reach to a greater number of people.

Now this ad has the ability to reach to people through words and mostly press ads are like that.

The brand issues or opportunity that the new communication must address

• To stay top of the mind and bring brand closer to the consumer we need to give a fresh look to the communication
• Build brand further on its positioning

The target consumer affinity group

• Gender (Males or females and which age group)
• Belonging to A, B, C or which class
• The target audience profile (Students, career oriented people or any other)

Current consumer usage, attitude and mindset

• Usage: e.g. Chocolate is an impulsive buy that is done frequently
• Attitude e.g. Treat yourself
• Mindset e.g. knowing a certain brand that delivers chocolates and how many variants, flavors, ingredients

The desired consumer behavior, attitude and mindset

• Choosing the chocolate of that certain brand maybe for a pleasurable break (Kitkat), choosing a chocolate that gives me an exotic feeling (Bounty), mindset that my appetite will be filled with the most desirable taste (Snickers).

The consumer understanding the brand can leverage to achieve the desired consumer change

• Desired consumer understanding: e.g. for Kitkat people are bored at times and they look for a break from their monotonous routine, or for Debeers, Diamonds are forever the desired consumer behavior is spend some but enjoy for the whole life, keep them with you forever and never worry.
• Desired consumer change: Kitkat gives me break from my boring routine so I have to buy it, or I should get nike shoes because I just have to do it, I need to have the power and should be able to achieve the impossible. This is something very conceptual and depends mainly on the concept and the taglines.

Role of brand in relation to the insight

It goes same as the tagline or the concept; Kitkat a break from monotony, Philips Sense and simplicity, Horlicks taller, stronger, sharper and so on.

What should the communication say

• What medium to be used, whether photographs, images or vector based or just typography
• It should highlight the concept of the campaign and brand personality
• How is it communicating with the target audience

The brief implies to the total information about the brand and communication style. It also indicates certain USP’s (Unique selling propositions) of the brand and complete list of the designed items which need to be developed. The timelines, language of communication and reference material are also mentioned. The purpose of the brief is now very clear since without it no creative campaign can be developed.

First of all you need to decide which souvenirs a company needs according to its brand personality. It really isn’t necessary to design typical mugs or key chains, but promotional items can be very dynamic and varied. They should carry the message that a company is carries a certain insight. What is the concept of the company, how it works and what does it offer. Is it giving you a souvenir which is practical and can be used or is it just for enhancing the beauty of the table.

The souvenirs must carry a logo ofcourse, but apart from it what else is required. The contact , the tag line and probably in some cases the services a company is offering. Whatever items you decide to design you must know the construction and technical aspects of printing. If it’s a mug is your design going to be printed on a sticker sheet or any other material; thermoplastic resins, wood, metal, glass, crystal, silver… is the design embossed, carved or sand blasted. Experience, know how, advanced search, passion, originality and quality are the keymost features to design good souvenirs.

Cribs, components, diorama – Gadget-Souvenirs – Icons – Religious – devotional articles – Silverware items are all considered to be part of promotional items. Either the company decides to give away one item or a series of items, you as graphic designer have to decide it’s presentation and packaging. Is it going to be dispatched in a box or envelop or a basket, totally depends on what items you are making and what is the identity of the company.

These are usable items but in the above examples you can see that merely sending away non usable items can be creative also.

This a very interesting example of a promotional item. It’s a fun foam puzzle, beautifully made and definitely fun to use.

The aim of making souvenirs or promotional items is that the client’s mind is bombarded by company’s name several times a day. It serves as a reminder that you need to give us more work, keep contacting us. As long as it’s on the table, more people are watching it, more business. As long as you are using it you will keep thinking about the good things certain company has sent you. It enhances the image and produces more publicity and more business.

The target market must be kept in mind in order to design the souvenirs. Obviously you won’t design a technical pen for women who are being sent the promotional item from a ladies boutique, you might send them a t shirt or maybe a beautiful scarf or any piece of clothing with the logo stitched or knitted or woven. Whatever items you decide, they must be properly presented and should carry the complete profile of the company.

Types of Portfolios

When trying to get a job or get acquaintance with the most well reputed organizations, your portfolio is the most solid asset to reach to the employer who will decide whether to take you or not.

Creating Portfolio by Website

In today’s world this is probably the most used way of showing your work. Online showing your portfolio is not easily accessible but also looks very dynamic and professional.

Benefits:

• Easy to send to anyone, you can just send a link.
• You can very well play with the graphics, can give it a proper designed form, can use colors and can use unlimited effects which would actually depict your own personality too.
• You can have interactive presentation of your work.

Drawbacks:

• Though it has its own positive aspects, this is the most time consuming to make.
• Since it’s completely produced on the computer you don’t know whether it will open on other systems, how it will behave, how it will appear.
• Incase you are not aware of developing a website yourself, it will be very expensive to hire someone to make it for you.
• Payment for the domain and web hosting will also be done by you.

Creating Portfolio in the Form of PDF

Creating portfolio in the form of PDF is becoming more and more popular since multiple pages, images can be sent together in one piece and the result is a brochure like file which looks professional.

Benefits:

• It’s easy to e mail.
• You don’t have to worry about the systems and browsing issues, you can actually represent it the way you have made it.
• The PDF depicts a well knitted layout and creates an automatic balance.
• It can be printed with proper and uniform results.
• It’s quick and free of cost to develop.

Drawbacks:

• It’s completely dependable on the user wither to open it or save it.
• You cannot show your web design projects in it.

The Classic Portfolio

This is in the form of small booklet and actual printed form. In today’s digital world this still looks nice and appealing. Several ways can be developed to develop the hard copy, either putting in prints in a pre made booklet or designing your own custom designed booklet.

Benefits:

• Shoes your work in its actual printed form and format, it’s a hard copy of your work
• Due to this reason the clients can consult it or look at it several times whenever needed, he doesn’t really have to open his computer every time.
• Since it’s tangible, it can be given away to show it to others.
• It can be placed on anyone’s working table and if it has a dynamic beautiful graphics, it increases the value of the table and anyone walking in or passing byy can actually have a look at it.
• No computer required, can be brought in any time anywhere.

Drawbacks:

• It can only be delivered by post and not thorough e mail. Else can be delivered in person.
• If you don’t have several copies of it, you leave it with a client and you have nothing left.
• If the printing is not upto the standard, it can destroy your very well worked and excellent graphics.
• Making several copies of it can be very expensive.

After the portfolio comes the step how to promote it

Ways to Promote Your Business

Word of Mouth

This is the oldest and most effective way of publicity. It always feels good when someone says “have you heard of that person who has designed my logo and stationer, He’s really good.” This might seem very good but actually even this needs reminders to people. This can be done in several ways, quarterly newsletters or press ads would work. Even small flyer printing can be a good option.

Design a Business Card

This is the most organized way. Giving your personal visiting card to potential clients helps you gain popularity instead of giving your contact information by writing down on some piece of paper which later might be lost. Creative cards and good business card can bring you more work. Few business cards are so well designed that even if the client does not intend to give you work, he would just keep it with him because it’s beautiful, but later some time he would definitely consult it to give you work.

Credit Line

When you work for somebody he or she will definitely promote you to his or her clients through word of mouth. But isn’t it too cool that you get through that person’s clients yourself. There is no harm in it since you are not violating anyone’s rights. It’s just you are getting the credit for your work yourself instead of involving any third person.

Get a Blog

Creating your website isn’t enough. Try making a social network where people can directly approach your portfolio and can comment on it. In this way your publicity will get social.

Along with this learn to organize your work by keeping them up to date. Use softwares to keep backups, use time tracking softwares to see how fast you can work. Meet deadlines yourself. You must organize your work in the most manageable way in order to use it for future references.

Dealing with the clients might not be as easy as it appears. But it’s important to know what to talk to clients when you meet them. Ask them

• Who is the target audience
• What is the message of the campaign
• What is their brand identity
• What are the designed items required and their specifications
• What is the budget of the client
• Is there any deadline for the project
• Does he already have any references
• Does he prefer certain colors or fonts

You must decide on the contract first, either you take a certain amount of initial advance payment or a token amount just to assure that he doesn’t run away after getting you hooked up by making several options. If you are using stock images make sure you have the copyrights or buy the images. Never cheat, never borrow or copy the images. Decide on the concept first, then work accordingly in schedule given by client. Make sure you work on the images and backgrounds so that they can be produced in high resolution later for artwork.

Web Design Portfolios for Your Inspiration

Billboards either can be digitally printed mostly on flex sheet or they can be painted as well. But in today’s world where digital photography and imagery has gotten so much interest of the people, painted billboards are becoming obsolete. But where the client wants to save money painted billboards are still on demand. Printing on flex makes the work easy since it really does not need high resolution file. Dot per inch can be bigger since viewing of the billboard is from quiet far distance and in general the image has to be vivid. By closely watching the flex it might appear very hazy and pixilated but for billboards due to the distance it really never bothers.

Today billboards are becoming more creative by extending a banner out of it or showing a cut out or using movable plates which change the picture periodically. There are also inflated billboards with which an inflatable wire structure is attached. The construction of this is a bit tricky but looks very appealing, eye catching and creative.

These are some of the very interesting examples of 3 dimensional or inflated billboards. It’s not an easy task to create durable and technical construction of these billboards, you need to have a strong team of engineers who exactly know what to get from where till where.

Billboards necessarily need not to be placed only in air on highways, but big buses branding also comes in it. Branding on big walls or branding on buses or vans is also a part of this outdoor advertising.

Few visual and environmental concerns are also present while placing the billboards. It’s important to know whether the billboard is deviating driver’s attention causing an accident or is it a safe place to place the billboard where tress or plants are not being destroyed. Main highways do have billboards but latest researches have shown that they are not much significant against traffic safety. "The search appears to suggest that some items—such as CB radios, billboards, and temperature controls—are not significant distractions."

Banners

Banners are also one of the most effective ways of outdoor advertising. Screen printed on cloth, vinyl printed, PVC printed, digitally printed or painted, these banners have less text, less details and just like hoardings attract attention on roads, highways, on petrol stations or outside malls or shops where lot of people come. Banners can be horizontal

or vertical known as streamers. Streamers are usually placed on polls at roadside or even can be attached to structure for placing on ground outside shops known as standees.

Outdoor Posters

Poster is one more medium of outdoor advertising. Designed in varied sizes, posters have more details. It serves as a reminder to people watching it that a certain brand prevails. Poster is a good way of describing your product in detail or the services since the interaction level of the poster and the target customer is just of a few meters. He can read it see the images in detail and also can have a direct idea of what the brand is about. Posters come in general sizes like 18×23 inches or 20×30 inches. But other than these custom sizes can also be made depending on the availability of the size of the panel or wall on which it has to be displayed.

1. Read Me : Does the viewer decide to read it from one to all. Does the text and copy have an appeal to let the viewer decide to read it all.

2. Quick Scan : A brochure enables the person to have a quick scan of what it is about. Even if he does not read it more precisely, quick scan must help him to understand the goals and services of the company. What is the underlying concept and do the images help him to understand the strategy.

3. Interest of the viewer to decide to contact the company : If the brochure is so eye catching and excellently portrays company’s profile, does it actually convince the viewer to contact the company. This is the main reason why the brochure is made, to sell company’s name and to grab the audience.

The main objective of brochure is to understand the goal. Aims and objectives must properly be defined in order to design a proper brochure. Who is the target audience, what language they would understand, what is the imagery they would relate to.

The Theme and Structure

Though graphic designing appears to be very glamorous but in real sense it is communication design. The intent and the theme must be very clear to the target audience. Using too many colors in a brochure might not be a good idea since the essence is direct communication. Use of two or three background colors with the highlighted imagery would be simple yet effective. Maintain a great flow throughout the brochure, use harmonized images or thorough repetition or create a balance. Though brochure printing is done on a flat surface but create a proper grid on each panel. Give enough margin spaces to avoid clutter so viewer’s eye moves from one end to the other continuously and is able to read it properly.

Selection of Fonts

Selection of fonts is very important. Bold fonts are used for headings, easily readable fonts for rest of the copy. Font sizes are also important, neither too small nor too large. Brochure should have the quality of being read quickly. Too much copy would deviate the attention of the reader. Use bold words in copy, short clichés would be appropriate. Using image captions is a good way. Don’t use text over images unless images are being used as watermarks. Tell the reader step by step what he has to do to contact. Never forget to use company’s brief introduction and contact details.

Imagery

Imagery is the best communication. The viewer before reading the text goes through the images. This is the best part of a brochure. Use the images so appealing and communicative that they drive viewer’s brain to read the text also.

Cover

Cover is the most fighting element in the market. It should scream take me, read me in the jungle of other covers. Minimal words and most vibrant imagery is the key to success. It does not mean it should be full of clutter but being simple it should have a shelf value.

Value for Future

What elements does your brochure have so the viewer keeps it for his future reference. Is it its design or information or just because somebody liked it. Even if this is the reason atleast some time in life he might use it and contact the company. It should not be thrown in a bin or should be flown away by making an airplane of it.

Use of cut outs increases the value.

Pop out images can be an interesting way to increase the value.

On the other hand flyers are brief, simple single leaf or maybe with 2 or 3 folds. Flyers have less opportunities to be creative since they are made to reduce cost of printing and reaching out to larger masses. Same points have to be kept in mind for flyers/leaflets as discussed for brochures.

Some Brochure Samples for Inspiration

As for the information, idea generation is always done after finalising the concept. The concept is a very vast thought, mostly generalized and a vague insight. According to the concept the idea genaration takes place. E.g. if you are advertising about a digital colored printing press, the concepts can vary from colorful life or adding color to your life or make the living more coloreful, the idea genartaion would include producing different images supporting the concept. The imagery might include colors of spring or coloring the skies or mixing of colors in the environemnt. More directly just showing the colors in a palette would not be any creative.

This image shows that an already existing parrot full of colors is still taking its colors from DiGiC (ofcourse digitally). Similarly in the same layout, the imagery can be changed e.g. instead of parrot any other living thing, any animal or flower.

In order to produce more creative ideas, it’s important to research and have brain storming sessions. Research should not be done haphazardly, rather deciding on the concept you must go through other campaigns already developed on the same concept. See how they have used images/photographs, what is the composition? What is your tag line. Supporting the concept is the rag line, it can be vice versa also. Either you decide the tag line first and then place a concept over it, or decide the concept and then place a tag line supporting it. More of the work can be done just by choosing the words. As a designer, it’s then upto you what images or ideas you are choosing. Just by lifting the images from somewhere is not what we are talking about. More than the issue of copyrights, it’s the sense of your own creativity which should come in. You can take reference from certain imagery but definitely just for an idea. And why do you want to take reference. Let your brain decide for itself what kind of idea generation you want. Research work may include making a concept model.

Now What is a Concept Model?

Concept model is a real, actual placement of your concept i.e. any 3D model or any 2D diagram on the paper or use of any real material. Concept is just a vague unclear perception in mind. It has to be subjected in real sense, visible, audible or tangible. In order to give your concept this shape, you must create a concept model. E.g. transformation is one concept, very generalized, very vague. How do you take your concept in visible form might be a 3D model including a cloth whose color changes from yellow to orange to red. Is this your idea of transformation: change of colors on a flowing cloth, or maybe you can be more scientific. An egg into a pupa and larva and then a butterfly. But what is the nature of your brand for which you are deciding this? A company providing business opportunities to you says “We transform your life?” now for this matter you need to have a completely different imagery. A kid, shabby looking, worn out clothes, becomes a youngster who sees the bright star of the company and in the third phase a satisfied contented lavishly seated old person. Now this is one idea supporting the concept of transformation in relation to the brand identity.

Another way of showing transformation in relation to the brand reinforced is showing this boy turning into a fiery dragon, from an ordinary boy to a powerful, hot, energetic dragon. But why is it shown this way? A series of drawings by many artists on the topic of “Grow your dragon” show various concepts. This one shows the inner strength of the boy which is growing in the form of dragon, thus transforming. Here comes the view of “Archetypes”. How you give an indirect meaning to your imagery.

Another very simple form of concept of transformation. A furniture designing company shows how we can transform your ordinary wooden table into a royal gold extravagant beauty.

Let’s now discuss some of the points which should be kept in mind while researching for the sake of idea generation. Your research should include determining the brand positioning, competition in the market, target audience, which technique of making graphics would be more suitable: vector based, image based or photography and what designed items will be most appropriate for a certain campaign.

Brand Positioning

In advertising, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

That very identity will help you decide the concept of your campaign

A very simple Mcdonalds ad reinforcing the essence of coffee. Wake up with our coffee, energize yourself, you have sunken down, you need to charge yourself. Wind the key and charge yourself. This is direct imagery used to show positioning of Mcdonalds coffee.

Competition in the Market

Many times it’s important to know what other competitive brands are doing in the market. You need to develop the campaign more creative and brighter than them. E.g there is a pitched battle between producers of Maggi seasoning and Knorr seasoning. Maggi wroks on more promotional activities, on the other hand Knorr tries to outwit Maggi on the basis of creative advertising.

Maggi endorses its brand by keeping a competition named as “Cook for Mama”. Everyone participates to win the reward. This promotional activity leads to delivering to the minds that Maggi is special. On the other hand

Knorr plays with the direct essence. Good food for you, Garlic savories, beautify yourself with garlic sauces. Research shows that Maggi is still more popular, maybe because of their marketing strategies or maybe continued reinforcement of brand is the best way to reach to people.

Target Audience

In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed at (Kothler 2001). E.g. if the company is aiming to sell new textured wallpapers and wall coatings, target market would definitely be A class of people who can afford the price and should have good taste of interiors. Also architects and builders who can refer the new material after going through all the practical aspects of durability and long lasting finishing. Obviously not kids or teenagers who can never be indulged in house building.

Red Bull mainly targets its audience who are youngsters, mostly teenagers. This is the reason in this ad it shows a young boy.

This ad captures the energy and exuberance of children for the Spring/Summer 2010 Company Kids campaign. Thus target audience being kids.

Technique of Making Graphics

Right kind of graphics support the right concept. For a certain campaign, whether photographs should be used or vector based graphics or an image. This question can be answered simply by seeing other campaigns of the sort. You need to be different, so use the graphics best collaborated with your brand identity and different from competitors. E.g. for Sony Playstation 3, the campaign must have genuine quality of illustrations or dynamic images showing power and brilliant 4 D aspects.

These images very well indicate the laser power which is dynamic and 3D or 4D.

Similarly any designer garments campaign would definitely use photography in order to show the cuts and flow of the fabrics.

This is the illustration based ad, for a personal stylist whose identity is very well depicted in it. The choice of imagery can vary depending on your personal likings also. The campaign should be creative, appealing and must show the true essence of brand.

If you remember back to the first post we mentioned how designers are responsible for knowing the way that every principle applied or broken, every element that is included, and the very nature of the work itself, all speak to the viewers. They convey underlying themes or messages across by the way they have been used in the work. Or even in the ways that the elements and principles that are present work together to get our points across visually. The first post further showed us that the idea of what you don’t say can often speak louder than what you do say, even in design.

Take Two

In part two, however, we are going to bring our focus into the more tangible realm to get this post going. While the Principles can be considered largely theoretical or abstract in their applications, the elements are the more physical pieces that comprise the whole. This also tends to mean that the meanings attached to them tend to be more simplistic, and less interpretive than the principles. This makes the elements a bit more approachable for some designers. Given that the talking points they tend to convey are a bit more straightforward.

Once we have sufficiently covered the elements, then we will move into the final areas of this discussion, the overall Abstract and Concrete sections. For whether your design tends more towards the abstract or the concrete also speaks to the viewer in the end. So there are numerous considerations that need to be made when you are setting up your piece. The layout of the elements, and their interactions are somewhat second nature to some designers, but even the best of us can overlook some of the talking points inadvertently created in our work. Hopefully this post will help connect some of those proverbial dots.

The Elements

Now most designers are familiar with the various element types that are used in design work. But given the simple nature of some of these elements, there are those in the design field who undervalue them when it comes to the visual grammar. They see the inherent communicative properties of certain elements like Shapes and Colors, but then turn a blind eye to the others. As if they play little to no part in weaving this web of visual communication. But they couldn’t be further from the truth.

Points

Points are one of the smallest of the design elements, and consequently are often completely discounted as no real place in this communication. But Points not only can convey a nice array of ideas on their own, and are essentially the building blocks of other elements too. Dots, consequently, which are how we tend to view points, are simply points of focused attention. Proving that even the smallest details can be visually important to this conversation that we are crafting between the design and the viewers.

Now taking a series of dots and linking them in a chain, so to speak, can draw our focus to a number of different things, communicating as we go. If they are encircling other elements, they can interpreted as somewhat binding or securing them. These points could also be indicating a sense of togetherness, in a sort of links in a chain type of way. Used to create a sense of depth or layering with transparency. But the most standard use of points to communicate to the viewer is as a another type of chain. A visual one that leads them from one element or section to the next. Drawing the eye and taking it where it needs to go in the design.

Lines

Another common element in design that perhaps does more talking with the viewer than it is given credit for, are Lines. This is perhaps another element whose basic nature often have its value in this visual conversation overlooked. Lines can be especially effective when working to establish tone throughout the design, which is where these elements do most of their talking. And given that the public has somewhat been conditioned throughout various areas our lives in regards to the meanings of lines, then their use should be almost second nature in our designs.

For instance, we tend to associate things being underlined as stressing that they are somewhat more significant than anything around it. The lines are meant to direct us, to lead us somewhere or indicate motion. And that is how they are used in design also. Like dots, the Line elements can also be used to lead the viewer through the piece. The use of grunge or distressed Lines, over clean and sharp Lines, is where they tend to speak loudly as to the tone of the design. So there are numerous ways that Line elements can communicate with the viewer.

Shapes

Earlier we mentioned Shapes being generally one of the more understood talking points of a design, as they are often recognizable symbols of some kind. This also means that for designers most of our guesswork when using them goes out the window, as there tends to be a solid idea or meaning attached to each one already. In fact it is often these meanings that tend to land particular Shapes in the mix. Because they are easily interpreted and understood by the average viewer.

Shapes tend to be one of the more concrete ways that designers tend to visually communicate, but there are instances where Shapes can be somewhat used in the abstract. For example, if you are using geometric shapes, that have little concrete meaning attached to them, you can create an abstract air of precision or even use them to foster a sense of mechanical inclination. Geometric Shapes, with their sharp corners and precise nature can also tend to bring to mind a mathematical or scientific atmosphere, and can be used with other elements to transfer that talking point to the audience.

Space

The next design element that we are going to be talking about is Space. Once again, we move into a more conceptual elemental area when dealing with this examination. For space can be used or interpreted in a couple of different ways, and as a result, can be used for various communicative purposes. Either through a more minimalist or a more maximized use of Space, or through what has been called the Illusion of Space.

The Illusion of Space refers to the use of space in design to create the illusion of three dimensional space in a two dimensional plane (i.e. our virtual or literal canvas). This can communicate a depth of the design to the viewer, giving it a more realistic feel. Or can at least communicate the idea of grounding the design in reality. Contextualizing the piece for the audience. Also, by using whitespace of a lack of it, you can also create some talking points that the viewer can take away from the piece. The more clutter, the more chaotic the takeaway. The more minimal, the calmer less urgent the piece speaks.

Color

Another element that we previously mentioned, whose importance as a fully functional part of this visual communication tends to be understood by most of the design community is Color. We will not spend much time on this element, as again, there are volumes of posts online that have stressed this elements role in design. But we felt that it would be amiss of us to not mention it in a post covering the transference talking points, as it ranks high on the list of vital elements in this conversation.

But we will note that Colors tend to be interpreted somewhat widely across the globe, so it is important to know where all this design will be connecting with viewers to choose the appropriate ones. For the most part, discerning color meanings is easy with a simple web search, and given the global nature of the web, it is usually a safe bet that web designs will have a global presence on some level. But knowing the specific area of the design’s target audience can allow for a more focused approach to your use of Colors, over a more generic one.

Texture

Another one of the more understood communicative design elements, which we see used quite frequently, is Texture. The online design communities fondness for this element can be read from the amount of resources dedicated to it. You only need take a quick glance around the web to see the vast number of textures that are available for designers to choose from. With the subtle addition of texture to even another element in the design, can completely alter the entire message of the piece.

Through even the slightest of modifications to the surface quality of a item, the once sharp, fresh feel can be aged and withered contextually, completely redirecting the talking points and their tones. So Texture can be an invaluable tool for designers crafting this kind of visual dialog through their work. Adding depth, and a richer sense of a tactile nature to the various accompanying design elements is the main use of this element. And with so many resources at our disposal, we can craft virtually any sort of message we want through the inclusion of a simple texture.

The Abstract

Now we move out of the design elements and into a section that we have touched on in regards to its attachment to certain principles or elements, but that has not been addressed as an overall design approach and what that conveys to the viewers. Just like in the art world, there are many working in the design waters who will opt for the more abstract themes. This way of communicating with the viewer is highly interpretive, and can therefore be tricky to use with a solid, clear message to convey.

In general terms, when designers choose an abstract approach it immediately tells the viewer one majorly important detail about the piece. It essentially tells the viewer that whatever meaning they get from the piece, they are going to have to work for. This can be just as big a turnoff to some as it can be a draw to others. Many viewers like the journey aspect of having to uncover the message behind a well designed piece. Though admittedly, others do not. And clients are not always the biggest fans either. They want the message to be clearly conveyed, and they want little to no room for interpretation. Or as they more than likely view it, misinterpretation.

And to be sure, the misinterpretation fear is not unfounded. If you are working with abstract themes, imagery, etc, then we cannot always guarantee that the interpreted outcome is going to be the one we necessarily desire. What it says to us, may not be what it says to others. For this reason, most clients and projects demand a more concrete approach.

The Concrete

Which brings us to the last section in this two part discussion of the graphic design rules of engagement. The Concrete. With design, this tends to be the more prominent path that is walked, mainly for the reasons described in the last part of the Abstract talk. Most clients and messages tend to be served better, by working with more recognizable themes that they themselves can identify with. Which is what we tend to mean when we talk about the Concrete. This is an easy to understand, more straightforward approach, with little guesswork involved for the viewer.

The benefits of using this approach are fairly easy to grasp without us laying them out for you, but we will briefly indulge. Just like with the Abstract, this approach immediately speaks to the viewer. It lets them know that there is a clear message waiting for them inside. Using more concrete elements, also allows a connectability with the design that many users cannot get with an Abstract one. And naturally, given that the overall design is filled with recognizable elements, the door is open so much wider for your message. Not to mention the many ways in which you have to be able to convey said message that you could not with the Abstract approach.

That is a Wrap

That wraps up this second half, and the discussion overall. Well, at least from our side. Now we once again, turn this conversation over to you and the comment section to expand on or disagree with, or to simply add you own two cents to. What areas of the rules of engagement do you feel should have gotten more coverage? Or less? Let us know below.