- The worst crime that you can commit in design,
aside from overt plagiarism is being dull.
A dull website, mobile app, brochure or booklet
takes up space and wastes time.
It fails if the reader doesn't stop,
read it or pick it up and look through it.
I've heard some designers say that a booklet
can't have impact because they are smaller
and need to convey a lot of information in limited space.
Frankly, to me, that's just plain hogwash.
Like anything you've designed,
it can be easily forgotten or coveted and saved.
When designing for impact, the usual suspects are
color, scale, content and format.
Bold color gets attention.
The viewer will notice a fluorescent pink brochure
more than a beige one.
Scale adds drama.
A cover that uses the imagery, copy or negative space
in an unexpected scale works.
The content works once the viewer is paying attention.
A brochure with one giant compelling word or strong image
will prompt them to investigate further
or a format with a unique size or binding method
may tempt them to dig deeper.
Now I can't make every printed item fluorescent pink
with a bright pattern on the cover.
There are times when a more subtle or classical approach
is needed, but that doesn't mean dull.
If I have a client that wants a classical and refined look,
I'm going to make a solution so precious and elegant
that everyone will love holding it in their hands,
insist on saving it and fight others
who try to take it away.
If there is a limited one color budget,
I'll use contrast to my advantage
and make color limitation a positive.
I have a big box of the design materials that I love.
Some are there because the content has meaning to me
but most make it into the box because they have
a bold and robust presence.
It's your job to create that impact.
If it's worth designing, it's worth making it remarkable.