Talking the Design Talk
There is nothing like clarity in the success of a marketing campaign. Clarity of message, of audience, and of the visual brand. To get this kind of success, clarity in communication about design, when the design is happening, will save marketers time and create a better, more collaborative experience. This in turn creates more impactful marketing.
Remember the concepts we covered in Part One. These concepts are the starting point for assessing a design. They are concepts designers understand intuitively and help form the foundation of their educational training. Using design language allows clear discussions of subjective choices made within a layout.
How do we get this collaboration going? By thinking in visual terms and using descriptive language to express concepts and directions. Here’s how.
1. Think About the Big Picture.
When conceiving a project, start broad: what’s the main message you want to communicate? Once that’s nailed down, you can work with your designer to refine the main visual and secondary elements. Then use that criteria to inform your critique.
Always consider:
- Branding—Does this layout use your brand colors, symbols, and templates? Is there a homogenous feel to your collateral designs? Is this recognizable to your existing audience, do they see instantly that it’s you?
- Emotional triggers—What feelings do you want to be associated with your message? Do certain visuals or colors evoke emotions that align with your brand message?
- Call to action—What do you plan to achieve with this effort? Define what you want the audience to do.
Discuss these aspects with your designer. The more context you can provide about who’s seeing the design, in what setting, and with what expectations the more effective the final design will be.
Try saying:
“We want to evoke trustworthiness and modernity. How can we use the design elements to support that feeling?”
2. Speak in Visual Goals, Not Vague Desires
When reviewing a first draft layout, resist saying things like “Make it pop!” or “It needs more energy.” Designers might smile and nod politely, but inside, they’re thinking, “Pop where? Energy how?”
Instead, use the principles of hierarchy and focal point to define what’s missing or not working.
Try saying:
“Our primary message is about the reliability of our product. Can we make sure that comes across in the design first?”
3. Remember what’s most important.
What did you see when you first looked at the layout? Was it the message you intended?
Visual hierarchy is how designers ensure your eyes are first drawn to the most important element. It’s about arranging elements by size, color, and placement to show their importance and create impact. Think about the concepts of contrast and proximity to help distinguish the most important elements on the page.
When giving feedback, talk about the flow of information.
Try saying:
“The headline should catch the eye first, then draw attention to the subheading.”
“The call to action should be more prominent. How can we make it more visually commanding?”
If you help prioritize what should stand out, you’ll get results that are visually compelling and align with your goals.
4. Embrace the Power of White Space (And No, It’s Not “Wasted Space”)
Resist the urge to fill every available inch of a design with content, offers, or calls to action. A good layout includes white space (a.k.a. negative space) which is an important graphic design element.
Think of white space as the oxygen of design. It helps your content breathe, gives structure to your layout, and balances the composition. By strategically using white space, designers can create focus, enhance readability, and guide the viewer’s eye through the design in a natural and meaningful way.
Instead of saying:
“Can we add another button right here?”
Try saying:
“Can we give this design a little more breathing room?”
Your designer will thank you, and your message will have a lot more impact.
5. Feedback is collaborative
Finally, understand that your designer is a vital partner in the creative process. They’re not just there to take orders—they’re there to help solve problems visually. So, involve them in creative brainstorming, ask questions, be open to suggestions, and treat feedback as a dialogue, not a monologue. And be positive.
Try framing feedback constructively:
“I like where this is going, but can you walk me through why you made that choice? I’d love to understand your thought process.”
“I was hoping for a different feeling here. Can you show me a few variations that might take it in a different direction?”
When you involve your designer in the conversation and build on ideas together, you’ll foster collaboration and creativity and the synergy that follows will boost your communication efforts.
Relationships in Harmony
By using the language of graphic design and the principles of Gestalt psychology, you’ll be well on your way to communicating clearly and making your projects go smoother.
Remember, designers aren’t wizards (even though their skills may seem magical). They’re communicators, problem-solvers, and collaborators. The more you can speak the language of design, the better your results will be—and the more fun you’ll have along the way.
Now go forth and speak like a design pro. Your designers will be impressed, your projects will be on point, and you’ll have a new set of skills that make you a hero of the creative process.
