All I ever really needed to know about design, I learned in Composition 101
So often, clutter seems to subordinate the premise that good design enables good communication. My favorite design pieces are usually rooted in the most basic principles of composition: a simple pallette, motion, repetition, tension and release. These are important elements to envision when brainstorming and incubating an idea. I still like to sketch a thumbnail view, see how the shapes work together and determine the gesture and flow of the design. If it doesn’t work in its simplest form it’s not likely to have the feel you want when it’s executed at actual size.
The eye likes to digest information in an orderly fashion. Use the flow of the design to give your viewer a direction, a place to begin and space to explore. Give your audience a hero and surround it with a supporting cast that tells the story and draws them in. Use bold design to create tension and stop the consumer in their tracks or transport them to another world with dreamy imagery and a comfortable typeface. It’s all part of telling the story.
They say a picture is worth a thousand words.
What is your design saying about your business?
John Martin
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