by Lindsay Sleightholm | Feb 21, 2012 | Business Success, Design, Interactive
As I was drinking my morning coffee on a lovely Sunday, I came across an article online that really got my attention. It’s called ‘Graphic designers are ruining the web’. So much for enjoying my coffee.
In the article written by John Naughton and published on theguardian.co.uk, the author expresses his distaste for graphic design on the Internet. Basically, his view is that graphic designers are taking away from the integrity of the information by using extraneous graphics to load down web pages – in doing so, crippling the user experience. Obviously, Mr. Naughton doesn’t truly understand what graphic designers do.
As most of us know, web and graphic design is not that simplistic and it certainly has no devious intentions. It’s not about pretty pictures or design for design’s sake. Graphic design is about visual communication, clarity of message and ultimately the audience, market or end user as the case may be – for the given media. It focuses on the flow of information and contributes to the ease of which it can be absorbed by the reader.
The web is evolving much faster than any other form or media and with that comes a learning curve. Designers today are very much aware of this and are creating for the web in order to enhance successful user experience. Graphic Designers are using their skills to provide not only an aesthetic environment but also aid the streamlined flow of content.
When in their infancy, web design and development both had a lot to learn. There was a time when all we did as users was wait for pages to load – even when every pixel was used to it’s fullest efficiency.
The site referenced by Mr. Naughton, norvig.com is indeed quick to load. And visually, if compared to an Excel spreadsheet, it also makes perfect sense. However, there is no real indication of how to navigate the site – it’s just made up of links, and many don’t provide enough, if any, information as to the content they contain. I guess for the user who has all the time in the world, this doesn’t matter. Clarity of information was not something this site deemed important and shows a lack of understanding of the user.
Yes, there are still a great many sites that continue to ‘weigh us down’ so to speak. Although, how many of those are a result of the businesses themselves not improving their sites because they don’t understand how to or believe that it’s a priority? As a result, the majority of users know not to visit these sites. And no traffic, well we all know what that means.
The World Wide Web needs not only be efficient but well designed. It’s end user experience and quality therein will continue to grow as it has been and sites will continue to thrive as a result. And graphic design will continue to play a large part in that success. So what have I learned out of all this? We, as graphic designers, still have a way to go before the public truly understands the value of what we do. Oh, and I also learned to stop surfing the web while I’m drinking my Sunday morning coffee.
by Lindsay Sleightholm | Feb 9, 2012 | Creative, Design
Paper and pencil, set square and drawing board: Can you believe once upon a time graphic designers actually used these tools to create? (Gasp) It’s true. There was no other way.
With the advent of the computer, graphic design as a profession changed – drastically. Not unlike many other professions. For graphic design, creating on a drawing board by hand, was then handed over to a machine that could do it for you. Sounds great right? Well, as we all know, it was not quite that simple.
What is a computer? By definition it is: one that computes; specifically: a programmable usually electronic device that can store, retrieve, and process data.† That’s it. That’s all it does. Just simple, logical organization of information. These electronic devices are programmed to do we want them to do. They are engineered to make life easier by their ability to carry out commands that we give them. The rest is up to us. Take this graphic design blog post as an example. I typed these words into a computer. It then processed the information with a few simple commands that I gave it. The computer can’t think for itself, it needs me to tell it what to do. It doesn’t know what I’m going to say, or how I’m going say it. It just stores the information.
Yes, we all love Apple. Something that once took days can now be accomplished in hours. Yes, we now have the ability to ‘undo’. Undo deserves a blog post of its own – that little command has saved us all on countless occasions. Yes, we can create multiple options. Designers can now more freely experiment with different styles, colours, layouts and work on approaching the design from different angles, resulting in varied solutions to the same problem. Yes, it has reduced costs in regards to production. The skill set of a graphic designer now often includes ‘production expertise’. This has evolved the role to integrate, typesetting, digitally imaging and software knowledge. The final product is neatly packaged on a digital desktop.
As I said, the computer has changed graphic design drastically. If it is understood and used properly, it can greatly enhance the outcome of our work. It has facilitated great leaps in the industry and added new dimensions to what is possible. Although, I find sometimes people lose sight of the fact that, the process of designing itself hasn’t changed at all. A computer can’t design it for you.
The computer can be compared to paper and pencil. A great line from my Creative Director goes a little like this: “Computers do nothing for someone who doesn’t know how to use them and everything for someone who does.” Agreed. It is simply a tool and a graphic designer it does not make.
What do you think? Let me know your thoughts…
†http://www.merriam-webster.com/dictionary/computer
by Lindsay Sleightholm | Jan 26, 2012 | Branding, Business Success, Creative, Design
Logos house a great deal of information about a brand and what it stands for, all neatly tied up into one succinct visual. In this era of social media, it is likely the first point of contact between a market and the company it represents; for that reason, it needs to make a great impression.
A lot goes into logo creation. To the casual observer, it seems simple enough. But, there is more to a successful logo design than appears at first glance. A brand logo or company logo carries more than just aesthetic appeal. In essence, a logo is the visual representation of a brand. In other words, it is a symbol that identifies the brand to an audience. As an experienced graphic designer, I can say that every single detail matters when designing a logo, right down to the logo font. I may sound a little biased; however, I’m simply stating the facts.
For a lot of new business owners, a logo is perhaps low on the list of priorities. It is sometimes viewed only as being necessary for presenting their name on a business card. But, make no mistake, a company logo as part of a brand, is actually a living organism and speaks for the business to new clients, representing the business before any live person will.
In a world of media, video, visuals and text rather than face to face communication, a logo actually ranks above personal contact as a first impression. With that said, here is my short list of ‘must haves’ for any successful first impression.
A brand or company logo must be:
-
Unique: It must differentiate itself amongst the competition: Just like your USP (unique selling proposition), your logo has to embody the brand persona.
-
Simple: It has to send a clear message about the brand: Just like your marketing plan it needs to speak to its potential consumer/client base.
- Versatile: It needs to suit a variety of uses: Just like business, it needs to ‘live’ well in all kinds of applications: social media, web design, print, signage, one colour, 4 colour.
- Timeless: It has to age better than people: Just like any product life cycle, the logo has to live a brand life and have the potential to change slightly to reach new markets without losing its existing brand franchise and recognition.
But, don’t take my word for it, see for yourself. Let me introduce you to some of what I feel are the best logos you have already met… what are your faves!
Target
Major League Baseball
Nike
by Lindsay Sleightholm | Aug 31, 2011 | Creative
Creativity. Where does it come from? How does it happen? Some may think that an idea simply pops into your head. When you’re lucky, sometimes it does. Most of the time it needs to be coaxed. In a world of steady deadlines and day to day expectations, it is easy for the creative mind to get lost behind the left brain obligations. So, how can you inspire creativity when it is needed – when the idea doesn’t just ‘pop’ into your head?
There are various techniques and exercises that many creative people, be it designers, creative directors, marketers even artists use to summon the right brain when they need it. Everyone has a different process that inspires creativity. It is unique to the individual. What works for one person, may not work for the next. The only real mystery is finding the right combination of techniques that work for you.
Here are a few techniques to help inspire your creative thinking. Who knew listening to the left brain could help us develop the right brain?
- Sketching
- Free Writing
- Mind Mapping
- Problem Reversal
- Group Brainstorming
by Lindsay Sleightholm | Jul 26, 2011 | Design
A friend of mine asked me once… ‘I know you’re a graphic designer, but what is that? What do you do exactly?’ I was taken off-guard and had assumed that everyone knew what Graphic Design was. I should say that this friend is a well educated professional woman. I guess it was my turn to educate her.
Graphic Design is not Photoshop. Graphic Design is not Art. Graphic Design is not always a ‘pretty picture‘. So, what is it? Simply put, it means ‘visual communication’. Think of it as a language… a visual language. A Graphic Designer is trained to speak this language. We embrace an idea. We translate that idea into a language that is understood by an intended audience – a target market if you will. Our medium involves both words and images. Together these pieces are combined to make up something that is greater than their sums individually – a visual message. When it is successful, the message is heard/understood by the intended audience. The intent of this message is derived from the client. It’s execution and success of communication requires a Graphic Designer. What has your ‘desktop publisher’ done for you lately?
