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7 Things Your Graphic Designer Should Know

by Daniel Moncur-Sime, 21-06-2008

The Design of Selling

Graphics, design and imagery are a powerful aspect of getting your literature to look and feel and read in a more productive and inspirational way. However, sometimes designers have their own ideas and get carried away with the bells and whistles. Whether it is a web site, a brochure or a sales letter that is being designed before you let the designer take over, make sure you keep this in mind:

1. Has your graphic designer read your literature? Does he understand the simple premise function defines form? A sales letter is not an excuse to create a multicolour poster! So always (I repeat always) ask your designer to read the copy.
   
   
2. A good graphic designer will understand to the mindset, feelings, traditions and motivations of your target audience and market. This is just as important for them as it is for any other creative professionals – copywriters, photographers, musicians, etc.
   
   
3. When someone reads your words and tries to understand the message acknowledge the general rule: good design can't make bad copy work (it might just gloss it over). But bad and improper design will totally reduce (even completely destroy) the effectiveness and thereby the performance of good copy.
   
   
4. Does you literature get lost amongst your competitors? If it does there could be a problem there. Try this: the reader should pick out yours from the pile, not pass over it.
   
   
5. Having all the frills doesn’t always make good graphic design. Rule number one is: if you are trying to disseminate in important message make sure it is legible. This is readability. Rule number two is: don’t let the design obscure the message. A good designer will understand and know how to make good copy flow visually.
   
   
6. Don’t ever let there be a faded or screened image behind your text. This confuses the eye causing the continuous flow of reading and understanding of your message to become interrupted and lost. Just don’t let it happen.
   
   
7. If you have a question about any aspect of graphic design ask ‘Do absolutely I need it?’ If not cut it. Before you cut the message. As a marketer, business person, entrepreneur or salesperson the copy is there to sell with the design supporting the message. Remember: function defines form. The copy should really be finished before the designer gets their hand on it.
   

If the message and visual effectiveness of your words are important it is good to follow these simple guidelines. After all, I’ve had first hand dealing with this; I’m a graphic designer and I want my client’s to have their sales enhanced and boosted by my photography and design. I guess that’s why they keep coming back.

If you want to know more or have any questions relating to your photography projects and needs then wouldn't you mind calling me directly on +44 (0) 1432 341 800.
Speak to you soon.

Daniel Moncur-Sime
Photographer, designer and entrepreneur

Written by Daniel Moncur-Sime, for your business success. To contact me at your convenience, email me dan@studio33red.com or call 01432 341800.

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Attribution Statement: This article was written by Daniel Moncur-Sime, entrepreneur and expert photographer, first published at www.studio33red.com. To sign-up to receive your own FREE subscription to the Red Alert e-zine and claim FREE money making e-books go to www.studio33red.com.