- As soon as mankind began selling and trading,
we've turned to design to communicate the message
in an attractive way.
Hopefully, making our Greek pottery sell better
than the Phoenician pottery cart next to ours.
Before we can begin exploring the components
that create a strong composition,
we need to ask, what defines a successful layout?
I consider a layout successful if it attracts attention,
provides a clear message with power,
and helps tell the story and tone of the project.
So then, what defines an unsuccessful layout?
That's easy, it's dull, dull, and dull.
If there is one thing you never want to be
in graphic design, it's dull.
Our job is to stop the viewer in his or her tracks
and communicate the message.
Safe, nice, and banal can never do this.
A strong layout is used to tell a story in a dynamic way.
The composition may be classical and symmetrical,
or asymmetrical and modern, minimal, or complex.
The basic tenants of layout may be the same,
but the result can be as different
as your imagination allows.
Inspiration for a layout comes from anywhere.
The trick is learning what to look for or how to see.
I am always deconstructing the world around me,
looking for layout ideas.
When I look at this book cover by Kizzy Memani
about the Black experience in South Africa,
I see the power of high contrast,
different materials, and geometry.
I love the way Vanessa Eckstein at BlokDesign
uses large, sans serif typography, one color images, arrows,
and Mexican symbols to create repetition and strength.
Even a group of postings on the street can inspire me.
Here, to try something with negative space
that inverts the expected of an image centered in a box.
A successful layout doesn't require pyrotechnics
and multiple layers of color and special effects.
I can use lines, repetition, high contrast,
and only black and white to create interest
and attract attention.
Or, on the other hand,
solid colors and simple flat symbols engage me
and inspire me to think of web design
beyond the traditional,
and feels more like a game than a website.
The inspiration doesn't need to come
from graphic design alone.
I'm always taking photos of interesting compositions.
I'm usually the weird person
taking a picture of the front of a house
while others photograph their family.
When I travel, I try to find details
that might lead to an interesting layout approach
and that can end up on my own projects.
I was blown away by the extremely thin and tall format
on this sign at the Colosseum in Rome.
I love the headline at the top and text at eye level.
The point is to start paying attention
every time you see something that intrigues you.
Ask yourself, why is this successful?
What do I like about that?
After a while it becomes second nature
and you'll start seeing composition and layout everywhere.
If you want to become a great writer,
you'd need to read many, many books.
Being a great designer is no different.
You just need to be always looking and discovering.
The entire world is there for you.