From Good Visual Designs to Great Visual Designs

Visual designing is the configuration of an idea, meaning, or a concept to a sketch or a drawing in order to communicate the same idea and meaning to the viewers with greater impact.

A good design unambiguously communicates the idea. But a great design does much more than just communicating the idea. Let us do a comparative study of a magazine cover.

understanding the process of great visual designs

Good Vs Great visual designs

The styles of designing change according to the purpose of design; the approaches to designing change considering the fact how the design is going to be executed in production. Therefore we must clearly listen to the brief given by the client.

from brief to design, understanding the process of great visual designs

Brief from the publisher for design

Once the brief has come in, as usual, I begin to read, research and understand the topic (empathy), begin to express it unambiguously (defining the notion), and search for signs (ideate) to express the same notion and meaning to others. The entire designing process is a non-linear process.

I understand the smallness and vulnerability of Lakshadweep, the power and authoritarian size of the ruling establishment of India. I sketch a rough design (prototype) of small fishes and a hounding giant fish. Considering Lakshadweep to be a collection of islands in the middle of an ocean, it sounded appropriate.

Sketching a visual design

Then I had the responsibility to make sure people understand that small fishes are standing for Lakshadweep and the big fish for main land India. As designers our responsibility is to creating meaning though signs; but at the same time we must also avoid viewers arriving at other meanings. In art more possibilities of meaning is better and promotes the expansive nature of art. But every art is not a design. Designs have specific purpose. Imagine you are designing a signboard that says to turn right, and people arrive at the signboard and turns to left, right and all directions. Thus I arrived at the idea of alphabets of Lakshadweep configuring the word Lakshadweep and the shadow shows the outline of part of India. Thus arrived at the design; sent the same for general assessment and opinions (testing); and then settled as the final cover design.

From Clutter to Minimal

Fewer the elements better the chances of people focusing on the essential elements. Therefore keep the design as minimal as possible. Perhaps the literal image (icon) of the sea may catch the attention of the viewer and give a more picturesque feeling; but it is distracting. People linger on the sea image and may not focus on the other vital elements of design. Do not be afraid of empty space in your design.

Do not Overdo

I had the temptation to convert those three lines making the ocean in the second design to be coloured as orange, white and green, representing Indian flag. But that would be a bit of overdoing. The shadow in the sea already shows India. Or, another possibility is to remove the shadow and have only the try-coloured lines. It may risk people getting the idea immediately; nevertheless not a bad idea.

From Icons to Indexes

In design, icons are signs that look literal or similar to the meaning it signifies. They are often used for want of better signs. When we make a design for children we often use an icon, because they cannot understand the connotations of an index. Indexes signs that point to a reality, but the reality may not look the same. In the first design the icon (literal image) of sea is used; in the second design sea is communicated though wavy lines and colours. Using indexes makes the design more interesting and intriguing.

Using Layers

Layers of meaning emerge, when an element of design is able to transport the viewers to another time, another scenario, another historical or cultural connotation. The fin of shark is an often used symbolism for the bullying Corporates. Here the people of Lakshadweep allege that the Union government is in alliance with the large corporations, and making Lakshadweep vulnerable to their profit motives in the name of development. As of now outsiders are not allowed to buy land on the island, for the reasons of eco-sensitivity and carry capacity.

Visual designing is not a freestyle self-expression of art. Visual design is a deliberate, planned process. And with a little more effort ordinary designs can be elevated to great designs.

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