“Good design isn’t pretty.” It’s become our mantra at POV. But what does it mean?
It doesn’t mean well-designed pieces are never beautiful. Most often, they are. But being beautiful isn’t enough.
To qualify as truly good design, a piece needs to achieve an intended result. Designers can create striking images that win awards but don’t meet the specified communication goals. Such efforts, in our estimation, fall short of good design.
Good design should be:
- Clear. What should people notice when they view a piece? What information should take center stage? Clarity in design and language helps the audience focus on what's important.
- Concise. The viewer can get lost in design clutter or excessive copy. If that happens, they may miss the point. Good design leads the viewer down the right road.
- Consistent. To build a brand, you need presentation that's consistent time after time. That's how people get to know your company and feel comfortable with you.
- Unique. Your organization is unique. Your presentation should be, too.
We nickname these four hallmarks as “3C+U.” And they remind us to reach beyond aesthetics in our work – and to design to support a message that gets a result.
