Sketch Advertising Blog
Gaphic Design Do’s and Don’ts
Published 05 Nov 2018
At Sketch Advertising our designers use their expertise to design a variety print advertising, digital advertising, logos, branding, websites and many more. In order to deliver and make our clients happy, we keep up to date with graphic design trends as well as the dos and don’ts of design.
Here are some tips from our talented designers at Sketch Advertising:
The less fonts used, the better
Fonts can make or break your design so stick to maximum 3 fonts in a design that are relevant to the message that you are creating.
White space is not wasted space
Use white space to your advantage. Your elements do not need to fill every millimetre of the page, allowance for breathing space between your elements can be just as effective and eye catching.
Avoid a one layout fits all approach
Don’t destroy your creativity by using the same concept, layout and font. We understand that there are clients that have strict guidelines to abide by but if there is an opportunity to design something from scratch, try something different and exercise your creativity, allowing your brand to stay “current”.
The cardinal sin of bad kerning
Kerning is the spacing between the letters and it can lead to disastrous outcomes if it is not correct. Nail this skill early in your design career.
(image source: www.redbubble.com)
Aesthetic is important but don’t let it come in the way of readability/legibility
Design is essentially used to communicate and if it’s not doing that, what is the point? A common example is too low of a contrast between the text and background, keep contrast high to prevent this issue.
Another common error is the overuse of capital letters. Caps, apart from making the reader feel like they are being shouted at, have the same height and block like shape, making it hard for the eye to distinguish letterforms.
Ensure your font size is legible, and not too small.
Bringing order to chaos with grids
A well-planned grid can change your design from something average to something that is clear, clean and effective. Grids are used to help designers align elements on the page in relation to each other which often produces a neater and logical design.
The fewer the columns, the more uniform the design will be.
(image source: www.freepik.com)
Widows and orphans have no place in design
A widow is a term for a line of text that belongs to a paragraph and has moved over to the next column. An orphan is similar, but a single word on its own on a line, poor little thing.
In order to make your design look polished avoid widows and orphans.
(image source: www.pinterest.com)
Colour discord is a big no
This occurs when colours that are separated quite far on the colour wheel are paired together. Discordant colours create a muddy or vibrating effect that makes it hard for the eye to find the line between each colour.
However, some designers use the effect of colour discord to create an eye-catching design where necessary.
There is a lot of thought and care that goes into turning a Word document brief into a visual masterpiece!… this included litres of coffee, seemingly unrelated research, head tilting and finally time.