Written by Laura Garcia Gomez. Graphic by Aubrey Lauer.
Oh, this looks good! Yes, this is how we make most of our creative decisions: choosing based on how appealing a color, a type or a pattern feels to us. As creatives, we tend to use what we call “taste” to be the judge of what we do with a piece. This is far from the wrong way to approach a creative challenge, but it needs to be complemented with a strong concept that will hold the weight of all the decision-making. In other words, we need good storytelling.
A good visual narrative comes from its coherence with the message that is being communicated, showing that the characteristics of each piece are speaking the same language. It could be determined by color, shape or form, but in the end it needs to set the mood of what we are aiming for. For example, if we want to create a nice and cute design for a baby brand we are not going to choose gloomy colors, sharp textures and scary motifs — they do not speak to our target audience. I know it seems obvious if we put it like that, but this is just the base of a good narrative.
What we need to think about is how every element plays a role in what we aim to say. Give our brand, our product, our space, our dress a personality, give it a name, an age, a background story. Thinking about it as a character will help you shape the creative direction you want to give it. Every time you are doubting a step of the process you can ask yourself what that character would do, what they would like, what would make more sense with them and their context.
After creating that first piece, that first glimpse of a visual identity that embodies your concept, cohesion is key. As you go along with the development of your project everything must look as if it is from the same universe. This doesn’t mean it has to look exactly the same, but if you put it together would you say it comes from the same place? You can help yourself by making connections with tools such as the same color palette, the same type, the same material or the same use of photography. It all goes back to having a good sense of direction. Know where you are going and curate it with good art direction.
Once we hit those marks, we must not forget about language. What do you use to communicate your project? The words you choose and the phrases you highlight will make your image come to life. There is no good design without a well-crafted communication strategy. You already have your character, so give it a voice. How would they speak? What words would they say? How would they write? How would they text? Use that insight to your advantage, to push your creation even further, to help you reach your target audience and get them to engage with your story. Use dramatic pauses, figures of speech, trendy catch phrases or elegant synonyms, but make them believe it. Make your design a good story to tell.
Laura is a Graphic Design M.A. student with a professional background in branding and editorial design. When she’s not creating new content for District, she’s probably at Forthside Park, running, drawing, having a picnic, or simply soaking up the sun. She’s Colombian, so she takes her coffee really strong.
