Three final things I wanted to leave you with in the On Design series.
It doesn’t fit into the C.R.A.P. acronym we’ve been looking at – but your material should have a sense of balance – the elements and the white space (negative space) should balance with each other so the piece (logo, page, business card, whatever…) doesn’t feel like it’s leaning. If you’ve been looking at a piece for a while take a breather from it, then come back and look at it with fresh eyes. Asking someone else to look at it doesn’t hurt either.
2. Embrace the white space.
The more cluttered your design, the less the eye will want to move through it, or be lead in the direction you are hoping. Being generous with the margins and spacings, when it’s appropriate, will give the elements in the design more impact. Filling it to the gills with elements only dilutes the impact of each.
3. If design is not your strength, farm it out.
Amateur design is a sure way to communicate to an intended market that you yourself are an amateur. It may not be true, you may be a brilliant photographer, but if you send out marketing material that looks sloppy you are signalling that you do not understand the importance of visual language – and that’s bad. Focus on what you are good at, farm out the design as soon as you can. But don’t let that stop you from learning. The more you learn about design, the stronger your photography will be.
Remember to send yor business card by email to enter the CRAPPY Design contest. You have until the end of the month to send in your cards – the winner gets a 300x Lexar 4GB Compact Flash card. Email’em to me.