What Makes Good Graphic Design? by: Derek Rogers

The question of what makes good graphic design is one that cannot be answered simply or succinctly as there are a myriad of factors and variables to consider when it comes to the colourful world of both art and design.

While art is more open to personal interpretation and considered to be a subjective matter, graphic design is instead used to serve a distinct purpose, whether it's selling a product or promoting a person, place, or thing, or whatever the case may be.

Good graphic design begins, of course, with a good graphic designer as well as a clear picture of the goal or message that's meant to be conveyed. A designer must know how to do a number of different things in order to create a final product that gets results including being skilled in typography, page layout and chromatics.

Graphic designers must be not only artists, but also highly professional individuals who pay great attention to detail while understanding what their client is trying to achieve. Any effective graphic design is created by first considering the target audience. Will the imagery used appeal to the specific group or groups of people you're trying to reach? And, equally as important, is the message that is being conveyed clear and easy to understand?

Good graphic design is the result of the designer having the ability to imagine themselves as an average member of the target market. Does the design motivate? Inspire? Grab one's attention? Does it follow with the client's existing branding or image? And, is the text easy to see and read?

When photography is a part of the equation, good graphic design includes images that are crystal clear and free from any pixelisation or unintentional blurred edging. Pictures should be original and unique, and ideas should be presented in a professional manner relevant to the product's main message or purpose. The colours used in photos should complement the rest of the project's image, tying into the overall design while perhaps using a contrasting hue for prominence.

Colour, of course, is absolutely imperative to any type of design, especially so in the realm of graphic design where logos and product branding are at the forefront of competitive industries. Perhaps one of the very best aspects regarding the use of colour in graphic design is that it can be used to suggest and inspire a great number of feelings and emotions. Colours have an intensely powerful effect on the human mind, either alone or in any one of the endless combinations possible.

In the entertainment industry, graphic design is an integral part of not only the scenery and visual effects, but also in contributing to the storytelling aspect of the piece. Good graphic design can become invaluable when it comes to promoting a new product, film or television programme using posters, flyers, direct mail, TV and radio spots, t-shirts, toys, or other promotional means.

And finally, good graphic design can speak volumes, visually telling an entire story without ever actually "saying" a single word. Whether it's for optimising sales, increasing brand or company awareness or introducing a new product, effective graphic design is something that is continually in great demand.