Don't let design become a hindrance

Rachel Russell , graphic design director?

Yesterday, I was leafing through a coffee table book that had caught my eye. The photography was lush, and it was obvious time and money had been invested in its design, not to mention its production. However, after flipping through several pages, I realised I hadn't absorbed all that much information about the book’s subject. The designer had gone to town with the latest typefaces, bold colour, and that stunning photography, but my eye didn’t know where to land. There was no structure or rhythm to the layout and key details were getting lost. The design had become an obstacle, and as a reader, I felt lost.??

Graphic design walks a fine line.?

No designer wants to be accused of producing uninspiring work, but graphic design is more than just picking on-trend typefaces and shiny colours and arranging them on a page. The core of any design should be user experience. Knowing your audience and putting them first when making every design decision to ensure they can quickly and easily absorb information is key. This isn’t something you master overnight; it takes years of experience to develop an eye for the perfect balance. Creating any long-form piece of design, whether it's a book, brochure or annual report, is a big task.?

Achieving the sweet spot where a design is both informative and visually appealing requires planning, creativity, and a lot of hard work.?

The projects we handle often carry significant weight – the fine details in an annual report can't be sacrificed for flashy design choices. We love to impress our clients with creativity, but not at the expense of accessibility. If you want to learn more about how we elevate report design the Clark way, head over to our blog.??

If you’re currently figuring out how best to reach your audience with new data, product information or an annual report send me a message [[email protected]] and find out how we can help.??