Being an entrepreneur is not easy because, as opposed to being an employee, you have more than one job. Actually, you have at least five or six different jobs, and you need to manage them all in order to achieve success. You need to know marketing to assess your marketing team’s efforts. You need to know human resources to motivate and reward your employees properly. And, finally, you need to know tech and digital strategy to ask for the right actions.
If you thought that graphic design is not something you need to understand, think again. Your website is your business card and, arguably, your most important asset. The way it looks is strongly connected to how people perceive your brand and ultimately, to the success of your business.
What Software to buy?
Adobe Creative is the most popular software in graphic design. It is widely used and offers a lot of excellent features and applications like Photoshop, Illustrator, InDesign and Dreamweaver. Photoshop is one of the best programs for photo editing, and it can be used to edit or create pixel based graphics. You are going to need it for the photos on your website. Illustrator is another program you will need. It is based on vectors, and it helps you draw and create artwork that you can scale at any size. You will need it for logos and other types of artwork on your site. After the designer has finished working in Photoshop and Illustrator, they will incorporate the work in InDesign, which is a page layout program that combines the images with various design elements (table applications, typography tools, commercial print-ready files, etc.). Dreamweaver will let you code, design and manage the site, as well as its mobile version.
Conveying messages through images
The purpose of graphic design is to complement the message and let your audience know what you stand for. When having your logo designed, make sure to use the colours that are related to your business. In your brand book, you should have a style guide and decide which colours and styles best express your brand’s personality. Besides colours, typography also plays a significant role in the outcome of your website’s design. Find the fonts that work excellently together and express your style the best.
How to use shapes
Classic geometric shapes, like triangles, squares and circles suggest efficiency, organization and structure. They will make users feel secure and perceive your brand as such. Organic irregular shapes represent nature and are comforting for the users. Before deciding upon the shapes on your website based on your personal preferences, make sure that these shapes represent the best what your business stands for.
Repetition equals memorability
When you reuse the same elements in a design, you create consistency. This means having headlines of the same size, colour and weight, the same fonts on all your website’s pages, the same type of bullet points, etc. But make sure that you don’t repeat the same element over and over again, or it can become overwhelming. Your website needs to have consistency, but it shouldn’t exhaust the user.
The first rule of getting what you want is knowing what to ask for. When you manage to grasp the basics of graphic design, you will know exactly what to ask of your designer, and you will manage to save a lot of time, energy and money.
Traffic is a full-service digital marketing consultancy with over 90 full time staff based in four offices across the GCC. The company provides integrated and professional online business solutions designed to help clients grow through innovation and creativity; whether driven through web, social, content, mobile, search or advertising channels. The digital team are experienced technologists and marketers who have worked globally for some of the biggest network agencies, on some of the world’s biggest brands.
Today Traffic is proud to have worked with over 300 clients in 25+ industries including multinational clients such as Unilever (11 brands), HSBC, General Motors, Revlon, General Electric, PwC, Emaar, Etihad, Mamas & Papas and Carrefour.
TEL: +971 (0)4 454 2230
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