Graphics Programs Reference
In-Depth Information
It's not the thing—it's the experience of the thing. This is related to No. 4 earlier: Put
yourself in the beginner's shoes. How do people interact with your solution? It's not
about the features of your product or the technical superiority of your designs; it's about
what it means to the users. It's about how real people interact with your design.
Remember that much of design has an emotional component—sometimes this is even
the largest component, although users may be unaware of this. Do not neglect the
emotional aspect of your solutions.
7. Become a master storyteller.
Often it's not only the design—the solution to a problem—that is important, but the story
of it. This is related to No. 5 earlier. Ditch your ego and focus on the meaning of the
solution. Practice illustrating the significance of solutions, both verbally and visually.
Learn to avoid slick, polished pitches, and instead take people on a short journey that
explains the significance of your design. Start with the general, then zoom in on the
detail. Expand the focus again to remind us of the theme or key concept, then zoom
back in to illuminate more detail. The details are important and necessary, but what
people remember is the story.
8. Think communication—not decoration.
Design, even graphic design, is not about aesthetics, although aesthetics are important.
As a general principle, create visuals and other designs that express what is necessary.
Minimize or eliminate that which is excess. As Issac Newton said, “...more is in vain,
when less will serve.” Every design has a central concept or message; anything that
leads to confusion or distracts from your intended message is considered noise.
Nonessential elements may not always be noise—this is for you to decide on a case-by-
case basis. Just be sure to always keep in mind the need to eliminate clutter to make
your message clear. Design is about making things clear with as much economy and
simplicity as possible.
 
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