The Tribune

HAVE you ever used a product or a piece of software that knocked your socks off? And is it a safe bet to say that it not only worked great, but the design packaging looked great as well?

Certainly knowing what makes a great design has always played an important role in making small and large businesses successful, especially in an over-crowded market. However, sparing no expense, some clients are still uncertain or indecisive as to what type of design strategy they actually want; likewise some shoppers while browsing in a store may need an “eye opener” or a “wow factor” to assist with capturing their attention to complete a purchase.

Decisions, decisions, decisions … this coin surely bears two ugly heads thus we must analyse the fundamentals of great designs that offers businesses and consumers the best results either way.

Undeniably a good design is sometimes difficult to measure due to the fact that there are so many other perspectives and opinions that ultimately complete the process. But let’s start by asking what makes great design?

Notably, what makes great design for a business depends on the business itself. Not every business can use the same approach as others as they require their own unique design to stand out from the pack.

For instance, a graphic design for a successful auto dealership might not be suitable for a bakery or a barber parlour; however, regardless of which approach a business takes with regards to its graphic design, it should possess the following qualities:

Innovative

This one can be a little tricky so let’s be careful with innovation.

What we may like to consider as innovation can sometimes be nothing more than a ball of cotton candy. If our innovation doesn’t make our design enjoyable, relaxed and original, then it’s not innovation and may simply be just something cool we are trying out.

Appropriate

By all means, design approach has to be appropriate for the business in question and there’s no other way around it. For example: a bright, cheerful pastel-coloured promotion may be appropriate for a children’s party favours or baby merchandises, but certainly not for an accountant’s office or a law firm.

Cohesive

This is my favourite. Any chosen design should be consistent throughout a broad range of mediums. From brochures, business cards to video presentations and websites, the graphic design must reflect a unified, collective vision of what the company has to offer.

Unique

A highly successful design should have the capacity to stand on its own and deliver its overall message in a distinctive way.

Proportion

Similar to balance, good design proportion maintains an agreeable relation of parts within the whole.

Aesthetic

A good product design should be beautiful and pleasing to look at from every angle.

Unobtrusive

A good product design should lure, attract and demand attention after a few seconds.

Honesty

Product designs should be truthful and not deceptive. No frills no fluff. For instance: a toothpaste design should not boast or showcase that it makes the teeth shine “bright like a diamond” if it is only a basic paste.

Timeless

Good designs are classic and stands the test of time.

Spacious

Even though sometimes overlooked by many designers, space and balance is very important to the overall quality of a design. A design will always fail with the absence of proper spacing as designs need to breathe too. Frankly a message can be lost like a needle in a hay stack if there is excessive cluster and not enough space.

With these few principles in mind, a business can foster a powerful advantage and long-lasting marketing direction on its branding and advertising promotional upgrades. By the same token, if you’re unsure of what makes a great design, just ask yourself a few questions (eg “Is my design honest, unique, appropriate, timeless, competitive and spacious etc?”).

By asking the right questions, you’ll be able to zero in on a reasonable answer that not only satisfies your conscience but also your client’s. As a result, always remember that good designs are not just what “looks good”; good design performs and fulfils its overall purpose each time.

Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game!

Comments and responses to deedee21bastian@gmail.com.

• Deidre Marie Bastian is a professionally trained Graphic Designer/Marketing Co-ordinator with qualifications of MSc, BSc and ASc. She has trained at institutions such as Miami Lakes Technical, Success Training College, College of The Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.