Graphic design is the art of orchestrating imagery, typefaces, colors, shapes and other visual elements and conducting these elements into a harmonious, visually compelling message, the ultimate goal of which is triggering an emotive response within the target audience. There are many elements to design that must be carefully considered. One of the most important and often overlooked of these is color. It is a common mistake to choose a color for a design based on personal preference. As a designer, one must always remember that colors are evocative and therefore possess a great deal of persuasive power.
Visual balance is another key ingredient always present in good design. If you've ever looked at an ad and thought something was missing but you couldn't figure out just what, chances are, it was lacking in visual balance. Good design always considers distributing the visual weight evenly throughout the piece.
Another design detail which should weigh in heavily is typography. The right font choices are crucial to the overall success of a design as are the spacing between letters ("kerning") as well as the spacing between paragraph lines ("leading"). Typography has the ability to produce so many different looks in a design.
Advertising that features a beautifully balanced design will always draw the eye away from less visually compelling work. This is why it is so important for any organization to place it's advertising and marketing design in the hands of a professionals by hiring an advertising agency, graphic design firm or freelance consultant.
