Let’s face it: there is no “right” or “wrong” design. Design is never a strictly black-and-white subject. There is no right answer. Effective design lies somewhere in its playfulness, variability, and flexibility. Sometimes an unlikely group of disparate elements can yield unexpected and pleasing. Does this mean that there are no rules for design? Well, yes, there are “rules,” per se, guiding maxims regarding typography, color, etc., that have organically come into being through the years, rules that the best and most innovative love to break. Somewhere within these useful yet fluid rules are what we are pleased to call “everlastingly appealing elements” that can almost always be applied to design to good effect. Granted, none is necessarily 100% “right,” they are not carved in stone, but each have a strong track record in their effectiveness with customers.
People intuitively like new things. The interesting and unfamiliar attracts the eye. In this way, innovation is an essential element of design. It makes design eye-catching and memorable. And it’s important to note that innovation isn’t only limited to the unprecedented. Skillfully playing with the commonplace in new ways adds up to innovation as well.
People like things to look just right. This is where those amorphous “rules” come into play, guidelines pertaining to symmetry, “proper” combinations of serif and sans serif fonts, suitable color palettes, and so on. Yes, aesthetics is necessarily subjective and sometimes the public has to be educated. Think of all the things you’ve seen that might offend your eye at first, but through continual usage and habituation you’ve come to like: say, a song or movie you hated at first, but later came around to appreciating. Therefore, make your design look “right,” and communicate and subtly inculcate your own “aesthetics” to establish loyalty and long-term relationships with your brand.
Flat design, minimal design, invisible design, and so on: these trendy styles have one thing in common: simplicity. It’s often crucial to subtract the extraneous and enhance the meaningful to make something more accessible. Your design shouldn’t confuse your customers with chaotic visuals with no purpose. In most cases, simplicity communicates more!
You want your design to be enduring. Think of great architecture, classic songs, and retro fashion. They never fade. It may be good to be trendy in the short term, but it’s far better to achieve timelessness, like Coca Cola or the Quaker Oats guy. Try thinking this way in the very beginning, and consider how your particular motif may transmute itself through changes in technology and cultural. And, in reference to number 3, simple visuals are more likely to last longer than complicated ones.
- Staying Power
We all definitely hope for merely fleeting impressions. To this end, there are several ways to avoid this . . . well, we can actually think of four. INNOVATION, which can surprise and interest people, leaving an indelible mark. AESTHETICALLY APPEALING imagery lives long in people’s minds. SIMPLICITY makes your design accessible and impressionable. And LONGEVITY never allows people to forget. In short, use these four suggestions to make your design as memorable as possible.