Using themes in your design work.

  Categorized under: Photoshop

Usually a company or client can identify with particular design terms instead of asking them, “What type of product design do you want.” Otherwise why would they have hired you? They expect you to come up with these design answers. Though clients may have their own ideas the process would be better if phrased more creatively. Ask, “How do you feel when you hear this _____?” or “Tell me how you want to approach your creative?” This is a good way to feel them out and deliver the best product for them.

When approaching a client, know what they are selling. Market research prior to and after design work is finished is mandatory in order to defend your design work. Do as much internet research regarding competitors as possible. Run keyword searches on various search engines on their type of company, services and/or products. Use the top 10 results to gauge the best way to properly set up search engine optimization for your design work. Also use the top 10 company results, this is different from search results mind you. Use this result to help differentiate your graphic design from others.

During the initial design conversation with your client try to use common language to return hints to what they want. Pay attention to keywords they say such as retail and think of a color association. With technology maybe think of using some blues or periwinkle then throw in opposite colors for attention like orange and black into the design. Think themed, like Sci-Fi if they may want a futuristic appeal. Also, remember in the future there may be a grunge MadMax graphic design theme as well.

So how do you make a theme happen if a client has no idea what they want? Currently the online market for conglomerates is to use plenty of lighter backgrounds and rarely black. Grays are completely back in. My current loved HEX color is #F1F1F1 for using on backgrounds since white reflects off of this color quite well. Do not always follow the competitions lead. Try and remain at the forefront of design by increasing font sizes, using bold colors. In my opinion, if everything is white go with blood red to push the boundaries. Think James Bond. Use big fonts instead of itty bitty ones that seem to be the hype everywhere. Remember that new technology is offering new resolutions and graphic cards. With the new higher resolution LCD monitors this can become hard to read.

There’s a theme everywhere for everything. Sometimes they are hard to identify. Plenty of websites don’t have one yet plenty of print material does. This should not be the case. Print and web identities should match to an extent. I’m never quite sure why print identities change when transfered over to the web.

If you have a hard time, start small. Come up with marketing slogans to help your design identify the company and build around the concept. If the company is Bootoo Bandan Pads and they sell women’s feminine products maybe come up with a catch phrase like, “Feel bootoo-ful everyday.” Match that theme and use pleasant colors to compliment it. Translated to “Feel beautiful everyday.” in case you missed it.

Learn to listen to what the clients are telling you and how to find your center of translation within your own minds eye in order to return it visual identity that’s easy enough for anyone to understand and more importantly -remember. It takes time and patience but in the end, the product is all that matters. By creating a theme you’ll appreciate the experience and make it easier on yourself.

— Zeus ::)
Jan 06, 2007