Effective graphic design has but one purpose – to get the audience to stop and make them want to know more about what the product/service has to offer.
Graphic design has two basic components: content & layout. In order to get the attention of the target audience, the designer must play with both the components.
[youtube]http://www.youtube.com/watch?v=aAl5KkWo2JM[/youtube]
Video description: Elements of art & design
Content
Designers often switch back and forth between UPPER and lower case text, as it is more readable than fonts in all caps or all lowercase. The use of keywords is common when trying to attract viewers from a wide target market. It is good to know the relevant words that the customer is most likely to focus on.
Using generic names is a technique used by both designers and marketers in order to build a sense of familiarity in the customer. For instance, it doesn’t do much good to say ‘come see the new LB5NKV!’, while referring to a product. Instead, using the brand name makes a faster connect and increases the chances of getting noticed.
Designers also use striking images to grab the attention of the viewer. This is because, in most cases, they have a window of less than 3-5 seconds in which they can communicate effectively with the customer & engage their attention.
http://www.youtube.com/watch?v=uFuA3j32gGE
Layout
Layout refers to the arrangement of elements (content) on a page, such as image placement, and text layout and style. For example, it’s important that important information such as the product name/corporate logo should be visible from at least 10 feet away and 1 feet away on a billboard or website respectively.
Designers tend to stay away from black text in the hope of reducing redundancy. Not only does coloured text add more punch to the overall design, it also eliminates the need to fill up extra blank space.
Putting key headlines at eye level is another technique that designers use to make sure that relevant information is transmitted to the viewer within the allotted time. Generic information such as contact information or support is pushed down to the bottom of the screen or the advertisement, because it can be retrieved once the customer has become interested.
It’s important to determine the ideal customer for the product or advertisement. Effective designers put themselves in the customers’ shoes and try to imagine what the latter experiences when they look at the design. This can help in selecting the right tone and flavour of the graphic design.
