GOOD DESIGN SPEAKS FOR ITSELF BAD DESIGN SPEAKS TO NO ONE
BACK TO BASICS
Simplicity in design is an art-form in itself. In a world of computer generated graphic programmes that allow the artist/designer the opportunities to pretty much do anything that they, or their client, can ever imagine, the very basics of graphic design and the importance of typography are often now in second place to special effects.
The very best designs are often the most simple, and when used for advertising any product or event, there are some basics that must to me always be followed:
1. The main information should be clear to read and simple to understand. 2.The client and their name, product or event must be clear and memorable.
My own background in design and typography goes back over 40 years to pre-computer graphics days. I was probably one of the last people ever to complete a full apprenticeship as a Hot Metal Type Compositor, and this background has ensured that I have never forgotten just how effective carefully designed and used text can be in the overall graphic make up of any design. Modern computer programmes may have allowed us to work and design with typefaces in ways unimaginable to me 40 years ago, but this is sometimes not an end product that is sympathetic to the typeface or makes its simple message clear and easy to understand.
Here at Tom King Graphic Design my simple ethos is a return to the days of clear and simple design that clearly delivers our clients' brand and message to others. Technology may have changed forever how we design a product, but the basic principles of good design have never changed. Often, less is far more effective than more.