In advertising campaigns, graphic design is a large part of what makes them stand out. From bright colours, to an eye-catching logo, design can make the difference in drawing someone to your brand. Banners, images, packaging, business cards and posters all factor into making a campaign come to life. In order to appreciate how graphic design can be used for your business, it’s useful to look at some of the greats in the industry.
Graphic design can be traced back to 1922, when the term was coined by William Addison Dwiggins, an illustrator from Ohio. He was also a type designer, coming up with different fonts. We can learn a lot from his advice, as well as graphic designers who came after him. Here is the advice of four of the best designers and how it can benefit your business.
(Via Graphic Design & Publishing Centre)
“Try to reach for a simple, visual phrase that tells you what the picture is all about and evokes the essence of the story.”
Saul Bass is known for creating logos for brands like Kleenex and AT&T. He also designed iconic posters for films like Psycho and North by Northwest. His advice is simple to follow, combining text and imagery together to create a specific message. Even if there’s no text involved it’s crucial to tell the story of your brand.
“Invite the reader to participate by deciphering. Chaos can attract and engage.”
Dubbed ‘The Godfather of Grunge’, David Carson has a distinctive style that features warped and illegible layout designs. His work for Ray Gun magazine launched him to mainstream success and his experimental approach has been praised. His advice is to break the rules and take chances. By inviting the reader to work out what’s going on, it means they will pay more attention and the design will be more memorable.
(Via History of Graphic Design)
“Having no purpose is the function of art, so somebody else can look at it and ask a question. Design is different – you’re supposed to understand what’s going on. You can be delighted by it, intrigued by it, but you’re supposed to know it’s a hot dog stand.”
Paula Scher was the first woman to be a principal at acclaimed studio Pentagram. Her focus is on using text as a visual image, which was featured prominently for the New York Public Theatre poster. Her advice is a reminder of designing something with a purpose. It might not be what you originally thought it would be, but there has to be a driving force that keeps you moving forward.
(Via Inkbot Design)
“A typeface is an alphabet in a straightjacket.”
Called the British ‘father’ of graphic design, Alan Fletcher was known for his expressive typography that became a crucial part of businesses around the world. His advice is not to stick to a certain style of text. Make it as diverse and experimental as possible.
All four of these designers have earned their reputation as industry greats. Their advice can be applied to all brands and graphic designers.