In today’s era, designers no longer just make good-looking drawings, but also need to consider the design significance behind them, why do they do it? What are the problems to be solved? What is a better way?
Those designs created through intuition or computer, through imagination or from a coordinate system are not good designs if they fail to become a powerful means of communication.
If there is only beauty but no practicability, it can not be regarded as good design.
A good design must be supported by theory and significance. Let’s follow the steps of masters to learn what is the significance of design
1、 Paul Rand
An outstanding graphic designer, thinker and design educator in the 20th century, he is known as “Picasso of graphic design”. His trademarks such as next, ABC, IBM and ups are classic.
The picture is from the Internet
The picture is from the Internet
2、 Form and content
Design is not just simple assembly, sorting, or editing; The process of design is also the process of giving value and meaning, to elaborate, simplify, clarify, modify, to add icing on the cake, to attract attention, to persuade, and even to please. Design is to turn prose into poetry. Design enhances our insight, deepens our experience, and expands our vision.
Content is the most original material of design, form is the reorganization and manipulation of content, and the composition of form is to arrange the visual relationship in the existing space. Design is the crystallization of form and content, and is the realization and unique expression of an idea (through production, space, contrast, balance, distribution, pattern, repetition, proportion, size, shape, color, value, texture The expression of weight, design contains a kind of relationship between part and the whole). If there is no correlation between the two designs, it is not a good design.
Nothing is invisible. Form and content interact and depend on each other. No matter what type of visual communication, whether it is illustrative or advertising, from billboard to birth notice should be regarded as the embodiment of form and function: the combination of beauty and practicality.
3、 Designers should not start with preconceived ideas
In order to find an effective solution to the problem, designers must experience a certain psychological state. He will intentionally or unintentionally analyze, elaborate, develop the process of the program. He is concerned about the development of science and technology in his own and related fields. He improvised, invented and discovered new combination methods.
He coordinates and integrates his material so that he can restate his problems in the form of ideas, symbols, and pictures. He continued to unify, simplify and delete redundant information. He uses symbolism to abstract from other materials through association and analogy. He strengthens and controls his visual symbols with proper decoration collocation, which makes his works clear and interesting. In the design process, he should skillfully use instinct and intuition, and also take into account the feelings and preferences of the viewer and himself.
4、 Good design is good reputation
Enterprises can use design as a powerful strategic tool to obtain sustainable and competitive advantages. However, most enterprises ignore the power of design. They don’t realize that design can add to the product, environment, communication and corporate image.
Why there are more and more bad designs? Under the same conditions, the main reasons are: the ignorance or neglect of excellent design by the management, the vested interests of market researchers, and the lack of voice or ability of designers.
In the field of visual communication, real ability can only be acquired through diligence, experience and practice. Edgar Kaufman: good design “fully softens the awakening of form, function and human values, which is reflected in the industrial production of democratic society.
Not only good design, but also the modernity it contains. Modernization is not a trend, but a state. It is necessary for us to understand history. Only when we understand history can we understand how to find continuity between the past, the present and the future.
If consumer choice is influenced by aesthetics, it is often the aesthetic taste of the researcher, his wife or his secretary who makes the decision. I think the problem is not how to collect data, but how to interpret and synthesize it.
The positioning of marketing is to provide information, and the positioning of designers is to interpret those information with the cooperation of marketing personnel. Literal interpretation produces the same old style, while creative interpretation produces surprise.
Sometimes the public is more familiar with bad design than good design, so we are used to choosing bad design because we get along with them day and night. Because new things are threatening, old things are reassuring.
5.1 definition of logo
A logo is a flag, a signature, a nameplate, a signpost, a logo does not directly sell anything, but what it highlights; Logo can rarely describe an industry. Logo gets meaning from the product quality it symbolizes, but it is invalid on the contrary. Logo is far less important than the goods it represents, what it represents is more important than what it looks like. The theme of a logo can be almost anything.
Take Mercedes Benz as an example. This logo has nothing to do with cars. However, it has become a great logo not because of design, but because it represents a great product.
5.2 judge the value of a design
Most of the time, people let their preferences to evaluate a design: I like it, I don’t like it
How many model works have been buried in this vulgar criticism? How many good designs have become inferior works under the blind command of customers who know nothing about visual logic? For example, when an IBM executive first saw the Striped logo, he sneered: “this reminds me of the chain prisoners in Georgia.”. For example, when the logo of Westinghouse appeared for the first time, it received a similar cold reception: “this thing looks like a pawnshop sign.”
Everyone can perceive different information. To judge the intrinsic value of a design, the decisive factor is not the probation period, but the quality. Only when the quality of products or services has been judged by consumers, can the logo be truly representative.
Most of the time, people will believe that a new or upgraded design will turn the world around for any business like a magic weapon. The redesigned logo may bring some new meaning and a sense of improvement – but this is only a temporary improvement, unless the enterprise really realizes these innovations.
5.3 design principles
The basic role of a logo is to indicate, and simplicity is its means. A complex, critical or fuzzy design contains a self destructive mechanism. Those realistic explanations can’t do what most people think. It will only increase the difficulty of instruction and make the “information” more obscure.
A logo should first tell people “who” rather than “what”. This is its function. Its effectiveness depends on its uniqueness, visibility, adaptability, memorability, universality and permanence.
Most of us firmly believe that the subject of a logo should depend on the type of business or service. Who is the audience? How is it promoted? What is media? These are the issues we need to consider. An animal logo may only be suitable for one category, but it also means that it may not be suitable for other categories.
5.4 good design adds another value and shows meaning
Most of the time, just looking at them brings happiness. It respects the senses of the audience and brings rewards for entrepreneurs. It’s easier to remember a well-designed image than a mess. It reflects an enterprise with comprehensive consideration and clear goals, reflects the quality of its products or services, and shows a good public relationship, which indicates good goodwill. It’s saying, “we’re very attentive.”.
This society needs more and better designs to make our life more convenient, safer, more comfortable and healthier. Behind each design, we also need more “human” thinking. Instead of just doing what “you” think, we should be closer to user scenarios and problems to explore more meaningful designs.