1. Learn to use the grid
Building a well-balanced design layout, whether for web or print, is one of the most difficult and excruciating design tasks. Grids provide an instant remedy for this problem: an organized and systematic approach to building layouts that takes away the “trial-and-error” that normally occurs.
Divide your artboard into several evenly spaced columns and rows, then use them as guides for your artwork placement.
This enables you to focus on the creative part of your design work, such as concept, typography and atmosphere, while letting the grid guide your layout decisions.
Most importantly, you will never feel intimidated by your next design project because once you create a design grid, layout options become instantly visible.
2. Use technology to make better font choices
How do you normally decide on a logo font? Most likely, you set the company name in your default font, then browse through your type library until you find a good-looking option. More experienced designers will know which typefaces they want to try, so they will pick them directly.
But there are problems with both of these approaches. First, you are limiting your choices to fonts available only on your computer. Second, you are not using freely available technology which is important in our fast-moving design world.
For your next design project, head over to MyFonts.com tag section. Pick the word that best describes the style you’re looking for or use the search box in the top right corner to type a specific tag.
You will be presented with an array of typefaces that match the style you’re looking for while having the ability to type your own sample text. For example, you can pick the “restaurant” tag, type the restaurant name in the sample text box and instantly see some great fonts for your project.
3. Explore different palettes with free color generators
We are creatures of habit and most of us pick the same color combinations over and over. Believe it or not, these choices are often influenced by your software defaults – notice that most vector designs use default color swatches from Adobe Illustrator.
Adobe Kuler lets you explore and share great looking color combinations.
The simplest way to break this habit is to use online color generators, such as Adobe Kuler. This tool will let you browse through thousands of great looking color combinations, then save them in an ASE format which can be easily imported into any Adobe application (note: you need to register to be able to save but it’s free).
Another good trick is to generate your palette from an image or photo, which is immensely helpful when your brief includes mandatory images or photos, or when you simply like the colors in an image. Try Color palette generator from cssdrive.com, which will build CSS and Photoshop palettes straight from your images.
4. Design to tell a story
Great design is less about decoration and more about communication. What makes a designer famous is not the ability to create nice looking work – it’s the ability to send a message and get a point across effectively.
Environmental issues are often hard to explain, but this WWF ad is a classic example of good storytelling.
The best way to learn this skill is to study advertising techniques. Advertising can teach you about analogies, metaphors and other creative tools that will help you create convincing and persuasive designs.
5. Use pen and paper while brainstorming
Starting your design project inside Photoshop or Illustrator can be a serious handicap for a number of reasons but most notably… loss of creativity.
Jon Hicks, a notable icon designer behind MailChimp, Shopify and new Skype emoticons, always starts with pencil sketches.
Design programs weren’t made to explore design ideas and options, but to execute them once they’re already set. When you use them during the idea stage, you’re actually working incredibly slow – you need to worry about clicks, points, buttons, weights and swatches… none of which is required by your pen.
Also, you might be tempted to play with colors and effects which will only drive your attention away from the idea itself.
6. Never settle for one idea
I have a question – how do you know what’s good, until you’ve seen what’s bad? The answer is that you don’t, yet many designers make the simple mistake of settling with the first idea that comes to mind.
Always develop at least three, completely different, design ideas for your project… no matter how overwhelming this might seem. This will not only get the generic stuff out first but will give you something to compare and separate the good from the bad.
7. Use RIS approach to drive your design decisions
This is an acronym for Response – Imagery – Solution, which is a 3-step system for coming up with highly effective designs. This method works best for more complex design pieces such as brochures, websites and posters but it can be used for logo inspiration too.
To elicit feelings of relaxation and luxury, Four Seasons uses imagery, colors, patterns and fonts which trigger such emotions.
You need to split your work into three distinct stages:
Response – which emotions and impressions do you want to elicit with your design? For example, if you’re doing a website for a popular ski resort, you might want to elicit emotions of joy and excitement while making people think the resort is upscale and prestigious.
Imagery – which images and visual elements can be used to stimulate such responses? Think in terms of colors, textures, photography, patterns and fonts. For our ski resort example, joy and excitement could be provoked with images of people skiing and having fun, while prestigious element can be introduced with big serif headlines, silvery-black palette, and perhaps slightly textured background. For this stage, it’s best to develop a mood board, but it’s not absolutely necessary.
Solution – develop the design concept based on your imagery and check to see if it makes people feel the way you intended them to.
8. Make a cover version of a popular design
Copying and imitation is generally bad for most purposes but it’s an excellent learning tool for beginners. Just as many musicians practice their skills by singing cover versions of popular songs, you can create cover versions of popular designs.
The task is simple – find a website, poster or logo design you really like, then try to reproduce it as well as you can. You can either make an identical replica, or change it to reflect your personal style.
Because of it’s popularity, the poster for the US army has been reproduced in numerous cover versions, most of them funny in their appearance.
Covering a design will make you even more appreciative of the original work, and best of all, you will expand your creative and technical skills.
You will understand how the layout was constructed (and why), which combination of fonts were used, how the particular texturing was created and which technical challenges the designer faced in order to get the details right.
9. Decorate your office – intelligently
Designers need inspiration and white walls will not give you much inspiration. However, instead of building a generic “creative” office which looks good but serves no purpose, why not decorate with practical items?
Lou Dorfsman, a graphic designer who took care of CBS identity for over 40 years, created a famous work titled Gastrotypographicalassemblage — a 35 feet wide work of art decorating the CBS caféteria.
For example, you could:
Print out your font library and hang it on a wall.
Create 20 color combinations you like and paint them on your ceiling.
Print out and frame common website or brochure layouts.
Buy a flipchart and use it to sketch ideas while standing.
This will create a stimulating environment which will get your juices flowing while providing you with references to typefaces, colors and other important elements.
