The Tribune

Can a designer feel free to expand their focus, while narrowing or downplaying creativity? In other words, the approach of throwing everything into the air and seeing what sticks might be a great idea - but only if you are talking about scrambled eggs, tossed salad or pizzas. Whenever you think of letting your ideas fly, they should - and must - return with a wide panorama that either relates or offers control without distraction.

We have all had days when the creative spark just wasn’t flowing. The problem is not always the lack of creative offerings. An over-abundance of jumbled concepts can easily shrink an entire project, resulting in a very dim spark.

All too often, I have seen designers throw numerousf ideas together and swirl them around like a child smearing food on a plate, so it looks as if they ate something.

I recently glimpsed an attention-grabbing flyer. It was colourful, creative and stimulating. Or maybe I should say: Over-stimulating. My eyes did not really know where to focus. Four different fonts were used in different areas. There were six different colours, and graphics and text all over the place.

Even if you have several smart ideas, too many of them in one place not only crowds - it also taxes the viewer’s mind and memory. Certainly, a design that looks like a page out of ‘Where’s Waldo’ is not easy to reproduce in one’s memory.

No one will be able to truly capture the essence of your brand if it is hidden, or if they have to think hard or look closely to find it. A logo or design must be simple but memorable. A design should capture the brand with an almost singular image, colour scheme or pattern that a viewer will come to recognise and associate with the client’s business. However, simple designs tend to send an ‘easier message’ rather than a design with multiple distracting elements.

For instance, just a few weeks back I had the pleasure of designing a business logo for my nephew, who was very specific and particular about what he wanted. However, a number of factors had to be taken into consideration, as a logo was the starting point of his business image.

After checking off a few norms such as: Will this design gain immediate recognition and convey his company’s personality? Is it timeless? Does it represent character or attitude? And does this design have an association with quality and satisfaction? I received the green light, and the concept was understood. His game plan was very clear and stood tall. ‘Simplicity and Class’.

My nephew’s desire was to make a bold statement, compete with the industry yet eliminate all bells and whistles. With this request you would still expect your design to serve an exclusivity that your particular audience is drawn to.

All things considered, I was commissioned to stand down but still aim for a home run…. no frills, and no commotions. Were my hands tied? Not at all…..this approach made my job easier.

To make a long story short, after a few mocks the final results were awesome. Being in touch with the flavour of an industry will always help to develop a specific style from the beginning, rather than an ‘all-things-to-all-men’ approach.

As a rule, it is wise to resist the temptation to throw in everything with the kitchen sink, just to distract yourself and the client from the fact that you have not come up with a winning idea yet.

Snap away from mourning a crowded, unwieldy design just because you cannot bear to part with it. It is fine to keep a file with millions of great ideas that did not make the cut and save them for another day, or another project.

Believe me, it works out for everyone. So remember to maintain your creativity but never overdo it, as less has proven to always be more. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game.

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained graphic designer/marketing co-ordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.