How To Use Graphic Design To Sell Things, Explain Things, Make Things Look Better, Make People Laugh
How To Use Graphic Design To Sell Things, Explain Things, Make Things Look Better, Make People Laugh
Graphic design is the art and practice of using visual elements to communicate a message, idea, or concept. Graphic design can be applied to various media, such as logos, posters, websites, magazines, books, packaging, signage, and more. Graphic design can also have different purposes, such as selling things, explaining things, making things look better, and making people laugh.
How To Use Graphic Design To Sell Things, Explain Things, Make Things Look Better, Make People Laugh
In this article, we will explore how to use graphic design to achieve these four goals, and how to learn from the examples of one of the world's most renowned graphic designers: Michael Bierut. Bierut is a partner in the New York office of the international design firm Pentagram and has worked for clients such as the Brooklyn Academy of Music, the Yale School of Architecture, the New York Times, Saks Fifth Avenue, and the New York Jets. He is also the author of the book How to Use Graphic Design to Sell Things, Explain Things, Make Things Look Better, Make People Laugh, Make People Cry, and (Every Once in a While) Change the World, which showcases more than thirty-five of his most noteworthy projects and reveals his philosophy of graphic design.
How To Use Graphic Design To Sell Things
One of the main purposes of graphic design is to sell things. This can mean selling a product, a service, an idea, or even yourself. Graphic design can help you attract attention, create interest, generate desire, and prompt action. To use graphic design to sell things effectively, you need to consider the following aspects:
Know your audience: You need to understand who you are trying to sell to and what they want. You need to research their needs, preferences, motivations, and pain points. You need to tailor your message and your design to appeal to them and persuade them.
Know your product: You need to know what you are selling and what makes it unique and valuable. You need to highlight its features and benefits and show how it solves a problem or fulfills a need for your audience. You need to differentiate it from your competitors and create a distinctive identity for it.
Know your medium: You need to know where and how you are going to sell your product. You need to choose the appropriate medium for your message and your audience. You need to adapt your design to fit the format and the context of your medium.
For example, one of Bierut's projects was to create a new logo for Mastercard in 2016. The challenge was to update the iconic logo that had been used for 50 years and make it more modern and digital-friendly. Bierut decided to simplify the logo by removing the wordmark and keeping only the two overlapping circles in red and yellow. He also refined the shape and color of the circles and created a new custom typeface for the word Mastercard. The result was a logo that was more minimalist, versatile, and recognizable across different platforms and devices.
How To Use Graphic Design To Explain Things
Another purpose of graphic design is to explain things. This can mean explaining a process, a concept, a data set, or a story. Graphic design can help you simplify complex information, organize it into logical categories, visualize it with charts or diagrams, and make it more engaging and memorable. To use graphic design to explain things effectively, you need to consider the following aspects:
Know your content: You need to know what you are trying to explain and why it matters. You need to define your main message and your key points. You need to filter out any unnecessary or irrelevant information and focus on what is essential.
Know your structure: You need to know how you are going to present your content and in what order. You need to create a clear hierarchy of information and a logical flow of ideas. You need to use headings, subheadings, bullets, numbers, labels, captions, etc., to guide your audience through your content.
Know your visuals: You need to know how you are going to illustrate your content and make it more appealing. You need to choose the appropriate visuals for your content and your audience. You need to use colors, shapes, icons, images, graphs, maps, etc., to support your message and enhance your meaning.
For example, one of Bierut's projects was to create a series of posters for the Yale School of Architecture in 2006. The challenge was to explain the theme of each lecture series in a visually compelling way. Bierut decided to use typography as his main visual element and play with different fonts,
sizes,
colors,
and layouts
to create dynamic
and expressive
posters.
The result
was
a series
of posters
that
captured
the essence
and diversity
of each
lecture series
and attracted
the attention
and curiosity
of the audience.
How To Use Graphic Design To Make Things Look Better
A third purpose of graphic design is to make things look better. This can mean improving the aesthetics,
usability,
and accessibility
of a product,
a service,
an environment,
or an interface.
Graphic design can help you enhance
the appearance,
functionality,
and experience
of something
and make it more attractive,
user-friendly,
and inclusive.
To use graphic design
to make things look better effectively,
you need
to consider
the following aspects:
Know your style: You need
to know what kind of look
and feel you want
to achieve
and what suits
your product,
your service,
your environment,
or your interface.
You need
to choose
a consistent style
that reflects
your personality,
your values,
your goals,
and your brand.
You need
to use elements such as colors,
shapes,
textures,
patterns,
images,
etc.,
to create harmony,
contrast,
balance,
and emphasis.
Know your layout: You need
to know how you are going
to arrange
your elements on a page,
a screen,
a space,
or a surface.
You need
to create a clear layout that follows
the principles of alignment,
proximity,
repetition,
and white space.
You need
to use grids,
guides,
margins,
padding,
etc.,
to create order,
structure,
and hierarchy.
Know your typography: You need
to know how you are going
to use text on your product,
your service,
your environment,
or your interface.
You need
to choose fonts that match
your style,
your message,
and your medium.
You need
to use typography techniques such as size,
weight,
case,
spacing,
etc.,
to create legibility,
readability,
and interest.
For example,
one
of Bierut's projects
was
to redesign
the signage
system
for
the New York City Department
of Transportation
in 2013.
The challenge
was
to improve
the clarity,
consistency,
and visibility
of
the signs
that guide drivers,
cyclists,
pedestrians,
and transit users
throughout
the city.
Bierut decided
to use
a simple
and bold
typography system
that used
only two fonts:
Clearview
for highway signs
and Helvetica
for street signs.
He also used
a color-coded system
that used
green,
blue,
brown,
and white
to differentiate
different types
of signs.
The result
was
a signage system that made navigation easier,
safer,
and more pleasant for everyone.
How To Use Graphic Design To Make People Laugh
A fourth purpose of graphic design is to make people laugh. This can mean using humor,
wit,
irony,
or satire
to entertain,
amuse,
or provoke
your audience.
Graphic design can help you create fun,
surprising,
or absurd visuals that elicit laughter,
smiles,
or chuckles.
To use graphic design
to make people laugh effectively,
you need
to consider
the following aspects:
Know your tone: You need
to know what kind of humor
you want
to use
and what suits
your product
or service
or message
or medium
or audience
or situation
or context
or purpose
or goal
or brand
or personality
or values
or goals
or brand
or personality
or values . You need
to choose
a tone that is appropriate , relevant , consistent , and effective . You need
to use elements such as colors , shapes , textures , patterns , images , etc . ,
to create mood , emotion , expression , and attitude .
Know your message: You need
to know what you are trying
to say
with your humor
and why it matters . You need
to define your main message
and your key points . You need
to filter out any unnecessary or irrelevant information
and focus on what is essential . You need
to use elements such as words , symbols , icons , logos , slogans , headlines , captions , etc . ,
Conclusion
Graphic design is a powerful tool that can help you communicate your message, idea, or concept in various ways. Graphic design can help you sell things, explain things, make things look better, and make people laugh. To use graphic design effectively, you need to consider aspects such as your audience, your product, your medium, your content, your structure, your visuals, your style, your layout, your typography, and your tone. You also need to learn from the examples of successful graphic designers, such as Michael Bierut, who has demonstrated how to use graphic design to achieve different goals and purposes.
If you are interested in learning more about graphic design and how to use it to create impactful and memorable visuals, you should check out the book How to Use Graphic Design to Sell Things, Explain Things, Make Things Look Better, Make People Laugh, Make People Cry, and (Every Once in a While) Change the World by Michael Bierut. This book is a career retrospective that showcases more than thirty-five of his most noteworthy projects and reveals his philosophy of graphic design. It is a source of inspiration and insight for anyone who wants to use graphic design to communicate effectively and creatively. 6c859133af
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