Graphic Design Basics

As much as I'd like to say that everyone should hire a graphic designer for any and all visual projects, there are times when it's not necessary or simply not in the budget. For those times, I've compiled a list of basic design rules that can help anyone improve their design projects. As with most rules there are appropriate times to break them, however, most projects will be improved if these rules are followed.

Fonts — People love fonts. They love to cram as many different, unique fonts into their designs as possible. The problem is that this can overwhelm the reader. So what fonts should you choose? Believe it or not, it's typically not the crazy, unique fonts that many are tempted to use when designing. Simple, tasteful fonts will make your design easier to read and help keep clutter to a minimum. Novelty fonts have their place but it's typically a safer bet to stick to the classics.It's far better to pick one or two fonts for the entire design.
*Bonus Tip — Choosing a serif font for large blocks of text will make your copy easier to read. The little "legs" on serif letters actually help guide the readers eye along and ease strain. (learn about serifs here)

Emphasis — Too often people want to emphasize everything. The problem is that if everything is emphasized then nothing is really emphasized. Picture a flyer that has all of the text in bold bright colors. What will stand out? Nothing and the reader will most likely be overwhelmed by all of the "screaming". It's far better to choose a headline and a few key points that stand out from the rest.
*Bonus Tip — Don't use all caps. Words are much harder to read when written in all caps because all of the letters are the same height. Size, color and bold fonts are all ways to draw attention without hurting readability.

White Space — White space is simply an area on the page that has nothing in it. This is a tough one for a lot of people. When we see an empty space we naturally want to fill it. The problem is that our eyes need to "breathe" or else we begin to feel overwhelmed. A good way to avoid overwhelming your reader is to make sure that there are places on the page with no information. That's right, nothing. Leave large margins inside the edge of the page, leave space between the lines of copy and don't run your text and photos right up against each other. We're all overwhelmed with too much information. Give your readers a little break and you'll increase comprehension and interest.
*Bonus Tip — White space doesn't have to be white. The term white space simply refers to areas that are devoid of information or strong design elements.

Colors — No matter what else is on the page, your color choices will set the mood. Color is often the first impression that the reader will get, even if they aren't actually thinking about the colors. Your color palette should emphasize the message and fit the mood of the piece. For example, if you're creating an ad for a law firm you'll want to use colors that inspire confidence, not the same bright pastel colors you might see in an ad aimed at kids.
*Bonus Tip — There are lots of websites that can help you develop your own color palettes or use ones that others have created. My favorite is kuler from Adobe.

These tips may not make up for a design degree but hopefully they'll help you out the next time you're putting together a new project (or you could just call me).