In our experience, problems in communication between the customer and the designer happen when the customer confuses a designer with an artist. Customers often think that the result of the work of designer is guided by their personal taste. This is a mistake.
The work of a designer is to make it first of all useful and only then beautiful. First of all, he or she thinks about the task which is expected to be done. The artist draws as he or she sees.
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The designer finds what’s best for the goals of your advertising
Take it for granted: the designer wants to help you. Their job is to make your advertising work. Efficiency criteria for them are your profits and satisfied customers, not the enthusiasm of their friends. Designer is by your side.
It is impossible to just increase the logo
It happens that the client asks to add a new element to the image. For example, the logo of the partner or just a good photo, which they forgot to provide. But for some reason the designer refuses.
This is a matter of composition. In a good image, all elements are well balanced and are in balance with each other. For a composition to be balanced, the elements must be interconnected, and there should not be too many of them.
Trust the designer or be prepared to pay more. In the end, it is not your logo size that sells, but your service.
How to choose a color
The choice of colors in the design is influenced by two factors: emotions and physics. It’s easier with emotions, so let’s start with them.
Color can be aggressive, soothing or annoying. And this is an additional message that will transmit an advertising image. What kind of emotion you want to cause the viewer? It is unlikely that the abundance of black and red will be able to set up someone in a peaceful way. Emotion determines the overall color scheme. And as soon as you have decided on it, adding a little red will not work. Physics comes into play.
We perceive color differently depending on its environment. We will not delve into the theory, it is easier to understand by example.
Choose the general color scale, and the choice of specific colors provide the designer.
The font is not for beauty
Font in advertising helps to read and remember the text as quickly as possible. Imagine that the text on the banner is typed in gothic font with curlicues. Beautiful, but no one will have time to read.
How well the designer selects the font depends not only on the image of your message in the advertisement, but also on how accurately the readers can understand it. Here are the basic rules for using fonts:
Fonts should not be much. Ideally, this is a font pair: accent font for the title and neutral for the main text.
The font should help to read the text
The faster it can be read, the better.
Complex fonts can be used on signboards, it is beautiful. But do not take them, if the main thing is the text of the message.
The font should support the overall mood of the image. It is impossible to write about complicated things in a cheerful font.
How to work with a designer
Do not offer ready-made solutions. The designer is used to thinking in terms of benefits, compatibility and contrast, but the customer is not. And, unlike the customer, the designer has the main advantage – objectivity. In his work, he is guided not by subjective taste, but by experience and well-established design techniques.
Tell us what your company’s image is, what consumers consider you to be, and what their preferences are. This information will help the designer to choose a specific solution to the problem.