The Tribune

Design is a broad term with many definitions, and a science behind it. There are psychologies and strategic principles that designers follow to ensure a comfortable yet engaging transformation.

In its most basic form, graphic design is about solving problems. Its beauty is that no two designers will solve the same problem alike.

Three important points come to mind: Photoshop basics; that graphics is not Photoshop; and how businesses can improve with the use of graphic design.

Learning Photoshop does not make one a designer, just as purchasing paintbrushes does not make one an artist. Start with the foundation. A ‘real’ graphic designer has a clear concept and plan in mind, and thereafter chooses the tools that will best accomplish their goal.

Beyond knowing the production aspects for a chosen direction, any good designer should have an understanding of marketing as well.

Past marketing research has revealed that the better a designer understands core design principles and related psychology, the better they can connect with their audience and potential customers. Lack of proper decision-making in the design process has often resulted in multiple companies failing to achieve success.

It is impossible to create an aesthetically pleasing design unless a designer understands the target audience. Recognise what is more pleasing to women as opposed to men; old versus young; rich versus working class. This all falls into the psychology of sales - knowing what colours work for your market, and what sizes benefit it.

This is possible since every font, colour and shape communicates a subconscious message, evoking different human emotions and possible connections. Choosing the right colours for a design can sometimes seem arduous, but there are some rules that actually work.

My philosophy is to make two colours do the heavy lifting, and reserve a third for a sidekick role. The two primary colours are then free to establish hierarchy, meaning, pathways and identity.

Let’s not forget Typography

I am convinced that students who grasp typography are a whole different breed. If there is only one area you can improve in, make typography your priority. Typography is the language of text and, thankfully, the Internet provides infinite resources.

Design principles suggest effective and pleasing ways to arrange text and graphics on the page, as well as the arrangement of individual elements with illustrations, logos and the overall graphic design of a document.

It is important that newcomers not only learn these design fundamentals, but the tools as well. Both can be done simultaneously. So approach Photoshop as a tool-set, as the biggest mistake might be jumping in too fast.

Focus on tutorials that clarify design fundamentals such as colour, line, shape, scale, space, texture and value, as these are the fundamental pieces that make up any piece of work. Besides the ability to confidently articulate the rationale behind these choices and selections, art elements and overall layout are the sign of a true professional.

Try to develop a better understanding of the basics of graphic design by reading design magazines featuring ‘How’ and ‘Why’ aspects.

Or you can visit this site for further support in Design Principles: https://www.visiblelogic.com/download/Graphic_Design_101_For_Marketing-sm.pdf

Finally, core principles are a must. Photoshop alone cannot prepare you to become a graphic designer; theory and practice will. Never limit yourself to what is tradition. However, expand into other areas, and draw on all inspirations around you to foster your own creativity.

Remember: Experimenting with new techniques will yield results. Tutorials will teach the basics, and thereafter the rest is left to you. 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

Trump backs GOP plan to push legal immigration changes Trump backs GOP plan to push legal immigration changes 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.