Whether it’s a simple letterhead or a complete branding package, a designer must be very careful not to put too much into a project. The negative space is just as important as the text and images associated with an overall design. However, it is oftentimes overlooked. Even with something as straightforward as a logo, complexity can sometimes ruin the overall viewing experience. A designer doesn’t want to overwhelm the viewer. It is our job to comfortably guide the viewer through our design leading the client to whatever knowledge our design presents.
Negative Space Plays a Part
Use of negative space plays a huge part in good design, and separates the pros from the amateurs. Although color, typeface, and images are important, placement and spacing can sometimes be what makes a design. Too much of something can be a bad thing and cleaning up clutter creates a more pleasing experience for the viewer.
Keep It Simple
Have you ever seen a logo that just had too much going on? Oftentimes this occurs with fresh companies that do not yet have the finances to afford a Graphic Designer. Flat logo design has become popular again for a good reason. It is often easy on the eye and oftentimes minimalistic by choice. Application Icons are becoming increasingly important and due to the importance of a logo’s Icon large or small, Minimalistic design is oftentimes preferred.
Within design, the key fundamental to remember for a client is that oftentimes, they don’t even know when they are appreciating design. However, they definitely remember a design that is confusing or less than pleasing to look at. It is our job as designers to utilize both the negative and the positive space of our work, and not worry so much about complexity. No one is out there looking for the most intricate brochure or a logo that makes them scratch their heads in confusion. It is our mission to serve up design in the most pleasing fashion possible, so keep it simple!
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About the Author
From early childhood, Ben Barzelay has had a passion for art and technology. Before he graduated from high school, he was designing websites and illustrations on computers. Now, an adult with an experience in Graphic and Web Design, Ben has the capacity to create something from nothing. His skills include vector and raster illustration and design, Graphic design for web, web design layout, Typography, Print layout, and experience with 3D illustration.