July 15, 2024
Juggling a business is a whirlwind, right? Between marketing, legal stuff (yawn), and finding customers, design probably isn't the first thing on your mind. This guide is here to be your design wingman, helping you steer clear of those DIY disasters that scream "amateur hour" to your customers. Let's focus on keeping your brand looking sharp, all while you focus on what you do best – running your business!
I know you're busy, so here are some high-level takeaways from the article.
Resolution Matters: Always use high-quality photos for print and good quality for websites. Don't zoom in on pictures!
Less is More: Keep your designs clean and simple. White space is your friend!
Fonts: Stick to two for a cohesive look. Use resources online to find fonts that work well together.
Native Files - Always keep the original file format (.ai, .psd, etc.) if possible. These are best for printing or collaborating with designers. They'll also likely be formatted in RGB or CMYK by the original creator, meaning you don’t have to worry about it when you hand it off!
JPGs are a popular image format, but they come with a catch. Unlike some file types, JPGs don't support transparency. This means it can easily end up with a big white box around it (we'll cover how to avoid that later). The good news? JPGs are fantastic for storing high-resolution images with lots of colors. But remember, stretching or shrinking a JPG to fit a space is a recipe for disaster. Blurry images are not a good look.
Here's the key: always start with high-resolution images for print and decent quality for web. Most editing software has tools like resample, crop, and image size that can help you resize an image without sacrificing sharpness. These tools are usually easy to find in your favorite editing program, and there are also plenty of online tutorials if you need a refresher. To avoid JPG headaches altogether, skip downloading low-resolution images and screenshots whenever possible.
SVG and PNGs are popular web image formats because they handle transparency well. This makes them perfect for images with irregular shapes or those meant for die-cut printing (where the image itself is the shape).
SVG (Scalable Vector Graphics): Ideal for web graphics and logos. SVGs are lightweight and can be resized without losing quality. Plus, some vector-based SVGs can even be edited in Illustrator!
PNG (Portable Network Graphic): Perfect for logos, icons, and images with transparent backgrounds. PNGs offer good compression while maintaining sharp details, making them suitable for both web and print.
In short, choose SVG for web-focused graphics and logos, and PNG for images with transparency that need to look great in print too.
PDFs are your go-to for crisp, print-ready documents and layouts. They ensure formatting and fonts stay exactly the way you designed them, no matter who opens the file. This makes them perfect for brochures, flyers, and downloadable resources. However, PDFs can be large and bulky, so they're not ideal for most web uses where speed is important.
Ever come across these cryptic letters – CMYK and RGB? They're actually just talking about color modes! Using the wrong one can seriously impact how your design shows when it launches. Here's the quick and dirty:
CMYK is your go-to for printed materials like brochures or posters. It stands for Cyan, Magenta, Yellow, and Key (Black), the four colors used in printing. If used incorrectly, it will make a digital design look washed out and desaturated.
RGB reigns supreme in the digital world - websites, social media, you name it. RGB stands for Red, Green, and Blue, the colors that light up your screens. If used incorrectly, RGB will result in oversaturated print colors that don't match with what you saw on your screen.
Basically, use CMYK for print and RGB for digital to ensure your colors look their best.
Don't worry, the KISS principle (Keep It Simple, Stupid) isn't calling you names! It's just a great reminder that clean, uncluttered designs are more effective. White space is your friend – it helps your message stand out, makes your design easier to understand, and leaves a lasting impression. Plus, white space allows you to create a visual hierarchy. This means using size, color, and placement to make important elements like your logo or call to action pop.
Start simple! Use just enough visual elements (images, icons, text) to get your point across. Many design tools offer built-in grids to help you align your content for a balanced look. Think of it as a invisible guide for a polished layout. Remember, the goal is clear communication with your audience. Start simple and add elements as you gain confidence in your brand identity.
While fancy fonts might be tempting, you really only need two to build a strong brand identity. Think of it like a well-dressed outfit! Choose one font for your headings (like titles) and another for your body text (paragraphs).
There are two main font styles to consider:
Serif fonts: These have small lines extending from the edges of letters, creating a classic and elegant feel.
Sans-serif fonts: These lack the serifs, offering a clean and modern look.
You can even mix the two styles, but for beginners, keeping it simple with one from each category is a safe bet. Another good rule to follow is to always check readabilty on your fonts before launch.
Skip the decorative or "display" fonts for now. These can be trendy but often difficult to read and use across different marketing materials. There are a lot of font pairing generators online that can help you get started, I’ll add two of my favorites below!
Monotype Font Pairing Generator If you already have an idea of what you’re looking for, Monotype’s font pairing generator is a great place to start. It lets you select a primary font and then toggle through suggestions for fonts that pair well.
Fontjoy Interactive Font Pairings Fontjoy is another great option. My favorite part is the slider at the top that lets you customize how contrasty you want your fonts to be. Plus, once you start finding things you like, you can lock certain fonts and continue to customize.
This might sound technical, but contrast is simply the difference in lightness or darkness between your text and background. Here's why it matters:
Accessibility: Low contrast can make your designs difficult to read for people with visual impairments. This is not only bad for inclusivity, but it can also lead to legal issues.
Search Engine Optimization (SEO): Search engines might not prioritize your content if the contrast and accessibility is low.
Social Media Ads: Some social media platforms might flag your ads for low contrast.
The good news? Checking contrast is easy! Tools like the Coolors Contrast Checker can help you ensure your designs are clear and readable for everyone. So, take a few minutes to check your contrast – it's a small step that makes a big difference.
These were some really quick, high-level tips to help you get started but I would always suggest working with a professional designer for a more refined brand presence since they have the experience to make your brand really shine. Good design has a domino effect leading to increased brand recognition, customer trust, and ultimately, sales. It also frees up time to do what you do best - running your business!
