Graphic design is an essential part of the electronic publishing industry. Apart from being the prime driver of the aesthetic appeal of websites and online advertisements, design software is also being increasingly adopted by the print industry to ease the effort spent on manually composing page content. Graphic design errors are not only detrimental to the marketing spend, but it also has an impact on the image of the brand by not effectively reaching out to the potential consumers. Here are seven graphic design aspects that are critical to a project.

Fonts

With several new fonts being available on the Internet, it is a great option to experiment with the look and feel of the latest fonts. However, standard fonts that compliment the page design are more appealing than those that forcibly draw the attention of the reader. A neat font collection to address specific content categories is a must. Getting the message across is more important than putting down the data in a fancy font.

Special Effects

It is quite important that the page content is presented in an interesting manner. Overuse of special effects distract the reader, while in appropriate use may actually mar the look of the content. Preset filters and effects such as shadows, highlights and embossing may work against the design, if not used judiciously. Alternate effects such as size or transparency could help achieve the intended effect.

Layout

Content should be readable both in print or when viewed on the computer screen. Line spacing and layout, placement of images and advertisements should all focus on the amount of white space available on the page. Simple one or two column layouts with appropriate text wrap settings ensure a clean presentation and help avoid cramming the page with details.

Colour

Colours are the lifeline of any design project. It is important to know the colour schemes well enough to experiment and arrive at the best colour scheme suited for the specific project. Colours when viewed on a computer screen may slightly differ from those in the printed versions, depending on the colour model used for the design. There are two colour models in use: the RGB model wherecolours are derived from a combination of the primary Red, Blue and Green shades and the CMYK model based on Cyan, Magenta, Yellow and Key Black colours. Printing usually adopts the CMYK model, while RGB is better suited for electronic media. Graphic designs when based on CMYK can save time and effort in printing, and also yield a clearer output as the model is printer-friendly.

Language

Graphic designers familiar with the industry jargon will be able to understand the design process and adapt better to challenges in the domain. Equally important is the need to use authentic language constructs, not compromising on the grammar or spelling of words to keep pace with the Internet lingo!

Software

Use of authentic design software is a must while attempting graphic design at a professional level. Formal training and practice is mandatory to deliver quality work that meets a client’s requirements. Using off-the-shelf word processing software for design purposes though may work fine during the learning process, but is surely not a replacement for design software.

Images

Although the Internet is home to innumerable images that can be downloaded and used for design projects, it is better to avoid this temptation, as such images may have some copyright issues to deal with in the future. Furthermore, the image quality of the downloaded images can also not be vouched for. Take care of these important aspects so that the design actually pays off.

Once you have the graphic design, you’ll want to digitally print the brochure, leaflet or magazine that your design has been created upon, but you must be sure to first commit to quality print or copy shop so your beautiful graphic design has the impact you desire.

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