Design Appeal and Engagement
Elements of Design are important not only in creating design, but in selling it. The general public seems to have a notion that “design is fun!” And, it is. But there’s more to it than simply doodling and applying Photoshop techniques and calling it advertising or graphic design. The following article is a discussion of how design elements are used in order to balance appeal to a reader with connection, or engagement, with that design.
One of the most obvious elements is color. It’s possibly also the most fun. Often, mood is associated with color, so white may communicate purity or openness or possibility while green may communicate growth or longevity. But white could also be emptiness and green could also be jealously. Using color with other elements will define the mood more clearly. Value, while a separate element, relates to color in that it is the lightness or darkness of the color. This element especially will give mood to piece when used with color. It’s important to make sure you’re green means growth when you’re creating an advertisement or website as to draw people in instead of away from your work.
Size matters. This particular element of design is a tricky one. Clients often think that the bigger the font or logo size, the better. This is rarely actually true. A font or logo that is very big, often makes it seem to readers that they’re being yelled at or imposed upon. A logo is already designed to attract the eye, so designers need to be careful with size. You don’t want the message to get in the way of the design.
Shape is a fascinating design element. With it, there is both positive and negative space created. Therefore, it’s key that a designer use the positive or negative to the design’s advantage, as well as balance the other design elements around the shape. Too many shapes will be a confusing clutter. And remember that shape is the folding of line. Any time a line folds in some manner it creates action. Too much action and too much shape will look chaotic. Texture is similar to shape and is either physical or visual. It creates depth and can draw a reader in quickly, but again, can be easily overdone and create a stressful feeling.
If shape is the folding of line, what is line? It can be either a linear mark or the place where two edges meet. Line gives movement to a design. It’s the verb of design, if you will, whereas color is the adjective, and gives a mood. It’s tempting to overdo line in design, but less is often more. Too many lines, or too busy of a line will quickly clutter space and create chaos. This is definitely not what you want to communicate. Also line, if used improperly, can lead the eye away from the page and that is also undesirable. Use line to draw the reader to the most important part of your design.
When all the elements are working together, they’ll create appeal as well as engage the viewer, which is what makes advertising work. The message won’t matter and will be overlooked if the design doesn’t attract viewing. Take some time to study ads that work; and practice with working with the elements of design in order to become a successful designer.
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