What is Good Graphic Design?

What is good graphic design? Is it merely something that looks good, or is there a way to determine what makes good design? 

Although there’s no mathematical formula to determine what makes good design, there are rules and principles that help us distinguish good design from bad.  

Dieter Rams’ 10 principles of good design

Dieter Rams is a German industrial designer who created many of Braun’s famous consumer products and has been in the business for over 60 years. However, he is most famous for establishing the 10 principles of good design.

His idea is over 50 years old, yet these principles are pillars in the design world and are still used to determine whether a design is good or not.That is quite a feat, considering the 50 years of technological innovation and the evolution of design that came afterward!

According to Dieter Rams, good design:

1. is innovative

The meaning behind “good design is innovative” doesn’t mean it has to be different from everything else. Rams’ simply postulated that great design always develops in tandem with improving technology. So, opportunities for innovative design arise not only from a great idea, but also creative execution.

2. makes a product useful 

At the end of the day, you purchase a product to use it. Its looks may play some part in your decision to purchase. However, aesthetics do not trump usability, so the design should emphasize the usefulness and functionalities of a product. It should never distract the user from it.

3. is aesthetic

Good design is aesthetically pleasing to the eye on surface level. On a deeper level, it can positively affect people and their emotions. Or, in Rams’ words: “Only well-executed objects can be beautiful.”

4. makes a product understandable

The design of a product should clearly show its function. Playing into the user’s intuition, good design instantly shows the purpose of the product, making it self-explanatory.

5. is unobtrusive

Good design is unobtrusive design when it doesn’t distract from a product’s purpose. Therefore, design should be neutral in comparison to the purpose of the product.

6. is honest

It should not make a product appear something that it’s not. Good design should not try to manipulate the consumer with false promises.

7. is long-lasting

Even in today’s fast-paced society, design should be durable. Avoid being trendy to ensure your design never appears outdated.

8. is thorough down to the last detail

With respect to the consumer, nothing should be left to chance. In other words, no detail should be overlooked. Care and accuracy are essential.

9. is environmentally friendly

Good design is environmentally friendly if the product’s lifecycle should be minimal in pollution (both physically and visually) and resources.

10. is as little design as possible

In short: less is more. Back to basics!

Although Rams’ ideas are universal and apply to virtually every field of design, they’re most relevant to industrial design (no surprise, as this was the field he worked in).

However, there’s another field of design that’s an integral part of virtually every business nowadays; graphic design.

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Graphic design principles

What is good design? The question can be incredibly challenging to answer when you’re not a designer yourself. You might spot the odd detail that makes a design good or bad, but that’s hardly the essence.

But, what distinguishes professional design from something done by a layperson is adherence to basic graphic design principles. This can be a lot harder to spot than an ugly color - but it’s perhaps even more important, and definitely a lot more difficult to change.

So, what makes a good graphic design? First and foremost, it’s the following 10 principles of good design.

Balance

Like the concept of balance in physics, balance in design provides structure and stability. Examples of applying balance to a design include the distribution of visual aspects and the usage of different colors.

Contrast

Contrast is the principle used to make one element stand out from the other. Whether it’s in size, color, or positioning, using contrast is the way to go if you want an attention-grabbing design.

Repetition and Rhythm

There is truth to the saying “all good things come in threes,” even in design. Repetition and rhythm in a design give us a sense of familiarity, which helps with association. It gives a sense of consistency and organization, which appeals. Ultimately, we are simple creatures of habit.

Proximity

Connecting each element with each other is the principle of proximity. Creating a nice overview of things will positively affect the user experience. Sure, each element serves its own purpose. But tying them together declutters the design and creates relationships between elements.

Hierarchy

Hierarchy serves to show dominance and priority to certain elements in a design. Making the title big and bold is a simple example of how to use this principle.

Now, of course, we appreciate a little rule break and some out-of-the-box thinking as much as anyone. But before you start to rebel a bit, it’s important to understand these principles. Once you do, only then can you make a conscious decision to go against them.

Emphasis

Closely related to hierarchy, emphasis helps to draw attention to specific design elements. Whether it’s through use of contrast, color, fonts, or proportion, this is how graphic designers place focus where it’s meant to be.

Proportion/scale

If you’ve ever tried designing anything for print, you’ll be aware how vital this principle is. The principle of proportion relates to adding visual weight and size of the elements in a design. It helps determine the relationships between the different elements and how they interact.

White space

If you haven’t gotten the memo this far, less really is more in design. White or negative space is unused space in graphic design needed for vital elements and information to be presented in a user-friendly way. White space is basically a part of every other principle on this list.

Variety

Even corporate brands that have a decades-long history of enforcing the same branding and marketing image add new symbols, colors, and imagery once in a while. Launching a new product could be an excellent opportunity to experiment a bit and add more variety to your brand image (e.g., the black can of Coke Zero). Variety adds visual interest and makes design look original.

How to improve graphic design

We’ve given you a lot of theory to digest. And, honestly, understanding the foundation of good design is vital. However, if you want to make your design better, you’ll also need some guidance on how to do that in practice. Here are 5 golden tips to follow. 

1. Understand the user

The first step in creating a good design is to understand the user. You need to know who your audience is, what their needs are, and what they want to achieve. Good design makes a product both functional and visually appealing.

2. Keep it simple

Avoid clutter and unnecessary elements, and focus on creating a clean, easy-to-navigate design. This will not only make your design more visually appealing, but it will also make it easier for users to understand and use. And that’s the whole point of design!

3. Use color and typography wisely

Color can be a powerful tool in design, but it can also be overwhelming if used incorrectly. Choose colors that complement each other and are appropriate for the purpose of your design. Colors and fonts should primarily be used to enforce your brand image and improve the user experience. Although they may seem like simple design elements, they can create a powerful psychological and aesthetic impact.

4. Be consistent

Consistency is key in design. Use a consistent color scheme, typography, and layout throughout your design. This will help create a cohesive design that is easy to understand and use. In branding design, consistency helps users remember your product or service, and creates a powerful brand experience.

5. Test and iterate

Finally, always test your design and be willing to make changes based on feedback and metrics. Testing out different design options is an ideal way to ensure you’re taking the optimal route and harnessing the power of good graphic design to its fullest potential.

Need good design? We’ve got you covered!

As you can see there are many ways to approach the question “what is good graphic design”. However, the results are always visible. Companies with amazing brand design don’t need to rebrand for decades, while effective advertising graphics yield great results.

If you find yourself with a DIY project and start to question “is my design any good”, perhaps it’s time to consider working with a professional.

Hiring a designer in-house is not always an ideal option. Not only is it expensive, but the chances of one person being a pro with different types of designs are pretty slim. On the other hand, you can get a freelancer for virtually every graphic design service possible. This way, however, costs accumulate quickly, and you also spend heaps of time on hiring and vetting candidates.

If you want a hassle-free design experience and the best graphic design service for businesses of all sizes, you ought to try unlimited graphic design. Get your designs done by a team of pros and pay a fixed monthly fee (a fraction of the cost of a full-time designer’s salary!).

Pick the plan that’s right for your business and get started today. Or chat with us for any questions you may have.