Is your design frictionless?
Friction is whatever may be in the way of the person reading /using a design. The more resistance you add, the harder it is for them to get what they want from your design. Friction things like text that is hard to read or a website that is difficult to use.
Good design is sensitive to time.
Ideally, we’d want a design that is timeless. However, that is not always necessary or even advised. It depends on what the design is trying to accomplish and its life span.
Does the design reflect the right tone?
For us to be able to tell whether or not the tone is appropriate, first we’ll need to figure out two things, the brand and the audience.
The need for design is driven by a problem that needs to be solved. It might be a website that needs to be easier to use, a product that needs to appeal to a particular audience or a new business that needs a logo.
We know what you are thinking, the design is art and art is subjective. We don’t think that’s a fair assessment of design, but we understand where it ’s from. People tend to mix design and art in the same bucket, and the proprieties of one sometimes drip on top of the other.
From Wikipedia:
“Demographics or demographic data refers to selected population characteristics as used in government, marketing or opinion research or the demographic profiles used in such research. Commonly-used demographics include race, age, income, disabilities, mobility (regarding travel time to work or the number of vehicles available), educational attainment, home ownership, employment status, and even location”.
The logo is more tangible than a brand. When wanting to change or evolve their company many place their focus on their company logo, but that’s putting the monkey before the banana. It’s not that they don’t need a new logo.
What is a logo?
A logo (also known as a mark, brand mark, trademark, wordmark, logotype, symbol, or brand icon) is a graphic and typographic mark that identifies your organization. It is only one element, albeit an essential part, of your organization’s brand identity and helps with recognition, differentiation, and recall. Logos are a tangible way to express some of the essence and characteristics of your brand, but there’s no way a logo can represent or illustrate everything about your brand.
What is a brand? And how is it different from a logo? It’s not a stupid question. Even some designers and agencies seem to be confused about this critical distinction, so we’re not surprised when our clients are confused.
Analogous colors
Analogous colors sit next to one another on the color wheel—red, orange and yellow, for example. When creating a similar color scheme, one color will dominate, one will support and another will accent. In business, analogous color schemes are not only pleasing to the eye but can efficiently instruct the consumer where and how to take action.
