Aesthetic vs Function, Interest vs Simplicity

I have just recently completed a marketing document to send out to potential clients.  It took quite a while to get it quite right.  Refining copy and layout is very time consuming, but if you're pitching yourself a designer or design agency, these are things you need to get right.

An interesting thought did cross my mind while working on it though.  As a designer, your focus is generally about getting copy and images to integrate seamlessly in an aesthetically appealing way.  Added to that, the project has to fulfil all the functions that it sets out to do.  You wouldn't design a business card without contact information, would you?

I think sometimes designers fall into the trap of focusing too much on aesthetics and not enough on functionality.  The approach to any project should always start with identifying the function of the material you are working on.  Anything you design should always have this in mind.  Once you have met those criteria, the process becomes one of adding elements, removing elements, pushing and pulling the project between interest and simplicity.

Hello

Brand identity and graphic design are a huge part of our lives, whether we like it or not.  But what is brand identity and graphic design all about?  And what are you in for when you hire a designer?  The aim of this site is to help you, as a design industry outsider, get a better understanding of design and brand identity, not only in terms of what makes a good end product, but also what constitutes good business practices when dealing with individual designers and design firms.
Articles on this site will centre on corporate and brand identity issues, client/designer working relationships, success stories and failures as well as some case studies.

The hope is that this site will become something of a reference for business owners and designers alike, providing valuable information and advice.