Colordance Design

Beauty – Essential But Not Sufficient

Remember the phrase, “A thing of beauty is a joy forever?” Beautiful visual design greatly enhances the messaging about your products, services, or programs. Yet, beauty by itself is not a comprehensive measure of effective marketing materials.

Remember the caveat, “Beauty is in the eye of the beholder?” What enthralls and inspires one individual, another barely notices. Yet, when beauty is merged with the structure and tools of professional graphic design, memorable advertising solutions can reach their widest target audience.

Ask Yourself

Does your personal taste accurately reflect the aesthetic preferences of your viewing audience? Remember that your marketing collateral is not your personal art project. Your personal likes and dislikes may not accurately reflect how your target audience perceives your market messaging and materials. To successfully reach a diverse target audience, your communications collateral needs to integrate beauty with the science of graphic design.

When you collaborate with an experienced graphic designer, a distinct visual brand identity can be conceived which is “rooted in the very essence of its subject matter.”1 This brand identity, when it is professionally executed and repeated consistently on all of your advertising collateral, has the potential to deeply impact viewer consciousness. Compelling visual design keeps viewers inspired and interested in your market messaging, for the first time, and throughout time.

The Impact of Ad Hoc Design

What are the consequences if you do not follow the principles of good graphic design in the creation of your logo, web site, signage or brochure? The pitfalls include:

  • The absence of an underlying theme to spark viewer curiosity,
  • Imagery which does not reflect your concept, distracting the viewer rather than complementing your theme and brand identity,
  • Photos or illustrations which are poorly composed or rendered,
  • Lack of an underlying layout grid to provide visual harmony and white space,
  • Text line length that is too long making the copy difficult to read,
  • Conflicting typefaces or a color palette which differs from your business identity confusing the viewer,
  • Inconsistent use of your brand mark and identity elements on all of your marketing collateral,
  • Or, a layout that is too cluttered with information, overwhelming the viewer and making it difficult to grasp the key messages you want to communicate.

The net result of these and other design mistakes is that your business communication becomes hit or miss, a mish-mash. Your public wonders how serious you are about your mission, products, and services. Viewers are confused and uninterested when no clear and meaningful messaging is conveyed. Their creativity is not engaged. (Read more about the importance of sparking viewer curiosity.)

Your audience stops reading when the graphic design lacks the ingredients which facilitate readability. As a result, you loose the opportunity to communicate your message and attract more business. Ad hoc design gives the impression that you as a business owner don’t care about what you are promoting.

Graphic Designers as Visual Story Tellers

Experienced graphic designers are visual story tellers. They can create beautiful and compelling visual solutions which communicate an authentic visual business identity. Well versed in the varieties of historic design styles and cultural trends, designers impart clear and vibrant messaging about a business, which appeals to a diverse audience. Graphic designers understand that evocative, well executed design captures and holds a viewer’s attention overtime.

Aristotle said, “The aim of art is to represent not the outward appearance of things, but their inner significance.” Captivating stories unfold with the assistance of a graphic designer. Layout, text, illustrations and photography converge in an imaginative graphic design enhanced by the elegant use of white space. Hand rendered illustrations, thoughtful use of typography, attention to layout, and well written content enrich the creation. These tools and structure require the designer’s inherent passion for visual design and a curiosity with the subject matter. This in turn fuels the evolution of a unique treatment—rooted in its very nature.1

Under a designer’s artistic eye, business messaging becomes convincing. Through the choice of beautiful but meaningful imagery, an underlying grid, typography, and interplay of color, a seasoned designer ensures that your identity components are rooted in the very essence of your subject matter. Your identity is also echoed consistently across your website, print collateral, and PowerPoint presentations. Thus, what is beautiful is merged with the science of graphic design so your materials are readable, memorable, and engaging.

Engage Your Target Audience

When beauty and the science of graphic design are integrated with your business messaging, you reinforce your audience’s decision to buy your product, join your organization, or do business with your company. Your customers gain a deeper meaning and appreciation for the results you provide, the education you offer, or products you are promoting. Thus, you fulfill their need to experience something novel, something authentic, and something inspiring.

J. F. Millet wrote that art is “a treating of the commonplace with the feeling of the sublime.” Don’t cheat your viewer’s of their need for beauty and inspiration. Make sure your advertising echoes a consistent identity, and that it is easy to read. Give your audience a direct experience of your subject matter.

Bottom line, beauty combined with professional graphic design communicates an empowering message about your business which is inspiring, memorable and beyond words. Who is better equipped to capture engaging, artistic design in your website, signage, and brochures, than an experienced graphic designer? Take the opportunity to grow your business with Colordance Design.

Resources Consulted

1) Hurn/Magnum, David, and Bill Jay (2009), On Being A Photographer: A Practical Guide. Lens Work Publishing, pp. 43-50.



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