When I look back on my twenty-year experience of working in this beautiful visual world, I can definitely say that it is a combination of education, experience, and following historical and trendy works, but for the most part it is a personal attitude towards this applied art. For me, it has become a way of expression and a means through which I leave my mark. This enchanted world of colors and shapes of mine has helped me to build my distinctive voice of creative expression over the years.

In the simplest terms, every design, to fulfill its purpose, must include certain elements. Just as a working machine must have all the necessary parts to fulfill its task, so a design must contain its elements and follow certain rules in order to be noticed and achieve its goal. Commonly recognized design principles are:

1. Balance
2. Contrast
3. Emphasis
4. Movement
5. Proportion/scale
6. Repetition/rhythm
7. Unity/harmony

In addition, in our creative agency we often include a very important principle, which is white space – the whiteness that gives the design space to breathe. White space, even though it is called that, does not necessarily have to be white because painted surfaces are also considered. What is crucial about this rule is that it is a space free of graphic, textual or pictorial elements. Its main purpose is to calm the viewer’s gaze and direct it to key information.

Dieter Rams, although an industrial designer, gave guidelines for good design that are largely applicable to graphic design as well:

1. Good design is innovative
2. Good design makes a product useful
3. Good design is aesthetic
4. Good design makes a product understandable
5. Good design is unobtrusive
6. Good design is honest
7. Good design is long-lasting
8. Good design is thorough down to the last detail (iliti: vrag je u detaljima)
9. Good design is environmentally friendly
10. Good design is as little design as possible

Rams’ principles are an excellent foundation for building good design, and the seven general principles serve as good guidelines for creating visually appealing and effective designs, but one question still arises: how do you know if a design is good or not?

So, if think about it, have you ever seen an incomprehensible sign on the side of the road or visited a website that you don’t know your way around? Did that cause you a little frustration? Then you know that you have been introduced to a bad design.

“Good design, when done well, becomes invisible. We only notice when something bad is done.” – Jared Spool

It is likely that the website mentioned above was made in accordance with design principles, but very often it is not enough to just blindly follow these principles. Good design requires something more. That something more, at D.Point / creative agency, we call butterflies. It’s that feeling when all the elements that we need to include in the design so that a graphic solution has its purpose, and later fulfills its goal, fall into place. When we look at the solution later and feel butterflies in our stomach, then we know it’s well.

Unfortunately, there is no magic formula or recipe for good design. There is only an inner voice, which is a mix of experience, knowledge, empathy towards the client and his business, which tells us – It’s good!

Tanja Mosler

1. Inputs from the client, research and analysis

The first thing we do is to put ourselves in the client’s shoes. What is most important to us is understanding the brand, so that is why we conduct in-depth research to define its mission, goals, values ​​and target audience. Inputs for understanding are best obtained through a live meeting, because in this way we best create a complete and clear picture of the problem we are approaching. Also, an excellent source of information about the client is the D.Point Design questionnaire (download), through which the client, often unconsciously, opens up a bunch of possible directions and ideas for development.  
After we have collected all the information, we throw ourselves into the analysis of the competition and the market and look for a way to make a break from everything seen.

2. Strategy development

Developing a strategy is a step we adore because in this step everything becomes crystal clear. Now we set the goals of the visual identity and define the targeta udience by creating an imaginary persona, and we know the direction in which we continue to work. By the way, in the creation of any type of design, it is essential to determine what is the primary and most important goal of the new design because the goals can be different, such as recognition, consistency, attractiveness, and the like.

3. Creating a visual identity

In the third step, we start developing the design, first the logo, then the visual identity. We think, try and choose symbols, typography and colors that will represent the new visual identity. When we think about colors, we choose those that reflect the character of the brand, but also appeal to the target group. When it comes to typography, we choose those fonts that match the brand’s personality, but we also choose those that ensure readability.

4. Testing and auditing

After we create one or more solutions, we present the design to the client to get feedback. If necessary, the design will be adjusted according to the received feedback until we get a final solution that the client, as well as us as an agency, is completely satisfied with. We work until we get that “wow effect”.

5. Development of stylistic direction

After the solution is approved, we create a mini-book of standards that defines the rules for using colors, typography, spacing, proportions and all other elements to maintain visual consistency. With this step, we give the client an insight into the way of applying the visual identity to different media.

6. Design of additional elements

We also design additional elements such as business cards, letterhead, e-mail signatures and all other elements used in brand communication.

7. Application to different media

We adapt the created visual identity for websites, social networks, e-mail marketing and other parts of the digital world. In addition, we prepare materials for printing such as flyers, posters, packaging, roll-up banners and the like. In this step, the visual identity is realized in the full sense, because through consistent communication and application to different media, the brand gets its own suit.

8. Delivery to the client

At the end, the client receives a final package containing the final versions of the logo in all necessary formats (jpg, png, pdf, ai) and a mini book of standards with instructions for using the logo. 

9. Monitoring and adaptation

Although the final solution has been created and the visual identity has started to be used, we attach great importance to monitoring how it is perceived and accepted by the target audience, and if necessary, we adapt it to changes in the brand or changes in the market.  
 
However, throughout all the above process and steps, cooperation and communication with the client are key. Only with high-quality, productive and open two-way communication, the visual identity will achieve its purpose – it will convey the desired message and communicate brand values.  
 
If your business needs a suit – contact us.

By the way, the minimalist approach in design is characterized by simplicity, clarity of use and a minimal number of elements; and many designers choose it because: 

1. Eliminates interference

A minimalist approach helps to eliminate all distractions, so we can say that it solves the “mess” and organizes the forest of information. The viewer gets a chance to focus on those important elements of the design and understand its purpose and main message, which is ultimately the most important thing in good design. Complex designs, with too many elements, very easily alienate or confuse viewers and make it difficult for them to get the picture.

2. It is adaptable

Also, when we talk about design adaptability, then simple solutions are great solutions because they are very easily adapted to different contexts. Here we are talking about adaptation for screens of different sizes or preparation for printing for various materials. As much as the aesthetics and attractiveness of the design are necessary, this flexibility is just as necessary. 

3. It has a special elegance

Using a couple of elements in creating a design leads to the creation of a special feeling of elegance and sophistication. Also, such designs often carry a certain amount of so-called timelessness because they are not tied to specific trends and due to their simplicity they tend to become long-lived and timeless.

4. It transmits information more efficiently

In the end, a minimalist approach can convey information more effectively because it simply forces designers to prioritize what is truly important to communicate in the design. In this way, the message is clearly conveyed and easily understood, which is ultimately the goal of every designer.  
 
It is a fact that recently the approach of ‘more is more’ can be noticed, as new trends have brought popularity to large fonts, bold strokes and large patterns that move away from the stylized minimalist design. Bold color combinations and prominent typography are used, and shapes go beyond the box. Maximalism is in and trends must be followed, but we fundamentally believe that minimalism will always hold its position in popularity, precisely because of its advantages.