COLOURS OF GRAPHIC DESIGN

Learn the rules like a pro so you can break them like an artist - Picasso

By Chris Sorichetti

Or in my case, design. I am a designer, a designer in a corporate world - a vast, challenging world with many obstacles. Because of that, it's integral to come up with solid, eye-catching ideas, then break them. Break them to the point that they stand out from the crowd, so that they become something different in the world of corporations, retail or whatever your world is. The Corporate world is a tough place. There's structure, opinions, guidelines and rules to follow. It is also a world where opportunity comes knocking. It is our job as a designer to decode that secret knock and find out exactly why you are there and what you have to achieve. That's where the journey begins.

It is our job as a designer to see past the darkness and pull out an idea that gets the job done. It is then our duty to take that answer and bring it to the next level. It’s a process for sure, but if you stick to your design fundamentals you will catch the big wave and ride it to shore. I’ve put together a few thoughts to remember along the way which may make your life a bit easier:

1.

BE PRESENT IN YOUR WORK, IN YOUR TEAM AND IN YOUR COMPANY. Do not hide in the shadows as many of us try to do. Step out of your comfort zone and have a voice, speak up as you are the expert here (because you are). Everyone is an expert in their field - show them that this is your field and you’re the expert.

2.

ATTEND THE BRIEFING MEETINGS (if there are any). Whether it’s a product launch and you’re helping with packaging, a newsletter that requires a layout or a poster where you need to grab the customer’s attention, you need to be present. If there are no briefing meetings, request to start one.

3.

LISTEN. We have two ears and one mouth for a reason. Hear what the team has to say, take notes, then ask your questions. I find sometimes it takes time for the info to sink in (I’m hard headed), so I may send out a summary of what I took from the meeting or book a quick follow-up call. Either way, listen to your colleagues and ask questions.

4.

BRIEF. After the briefing meeting, develop a brief or get one from your team. It doesn’t have to be complicated, but it needs to get the idea across. What are you doing? What is it for? Who requires it? Etc. Think of the questions you ask yourself when working on a piece and go from there.

5.

RESEARCH. Look at magazines, sketch, write out your key points, go for a walk, grab a coffee at a local store and people watch, and go on-line. All of this is research to find your inspiration. It happens in the weirdest spots, at the strangest times. It’s an integral part to develop your design and keep your process going. Get your ideas and write them down, draw them, save them - whatever works.

6.

REFINE, REFINE, REFINE.

7.

DON’T GIVE TOO MANY IDEAS. In my experience, too many options isn’t a good thing. This is where your expertise comes into play. Pick your designs apart, put yourself in your client’s shoes; do your designs hit the brief you have? Are they on brand? Are they eye-catching? If any of your designs answer no to any of the above, put them aside. Don’t delete them, just put them aside. Don’t overload your coworkers or clients.

8.

SHOW AND SHARE. Once you’re comfortable with your designs, it’s time to share with your team. You’re working for the same company, so you all know your brand and have an idea of what works and what doesn’t.

9.

HAVE THICK SKIN - This is a tough one. You’ve had some time to work on a solution that you know answers the problem - but your client may have another idea. They will poke and prod and dissect your piece into something you may not like. This is a crossroads. You now may have to put your best solution aside and make it into something that you don’t think works. This is the corporate world. This is corporate life. But, this is where a solid team and solid support is essential. You will now have to work with them in developing a piece where you make them happy and you are content. This is the time to look on the bright side and realize you’ve developed a solution. It may not be what you think is the best solution, but it’s the answer to their problem. Take a deep breath, be happy with your solution.

10.

HONE YOUR PRODUCTION SKILLS AND GET IT OUT THE DOOR. This is just as crucial as your initial design. It comes with experience, but having a solid process for your production helps in turning it around in a timely manner. Be vocal with your printer/producer/ coder/vendor and find out what they need. Hi-res PDF? All fonts outlined? Videos to certain specs? Certain colour space? Your vendors will have the answers. Use them, befriend them and learn from them. You’re the expert in the design work and they’re the expert in production, making sure your job looks its best.

Now I’m sure you’re wondering how this went from a breaking rules quote to having a list of rules...it’s simple, no two jobs are the same. Design is a funny thing. Sometimes it’s simple and in your face and sometimes it’s so difficult it brings you down a dark path of doubt and despair. Regardless, you are a designer and you have the solution. It’s in you. It’s there. It just takes time to find it. Trust yourself. Trust your talent. Just remember to keep things interesting. Keep it fresh, keep it simple and keep it fun. Break the rules I noted above. Speak up more, create ‘out there’ ideas. Speak to a group before you start your research. Ask around. Get out of your comfort zone and most of all, trust yourself. You’re an artist, break the rules. There is no right or wrong here - it’s what works for you and your flow.