The Philosophy
Behind Good Design
And Why to Hire
a Skilled Professional

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All of us can forget how important graphic design really is.

"Pretty pictures are fine," we say. "But what my customers really care about is CONTENT." And who could disagree with wanting content?

But how do we decide which "content" to look at? With so many images and voices competing for our attention, we don't have time to sort through it all--and everyday, we make ten thousand decisions based upon appearance.

 

Hype -- Who's Really Losing?
But isn't beauty skin-deep? Aren't we tired of being fooled by "pretty pictures" and a slick sales pitch?

A business can say they care about the customer, but if they don't care enough to organize their promotional materials...?

Of course -- no one could deny that much of the information overload we face comes from tricks, which draw our attention but leave us feeling unsatisfied, swindled, like we're wasting our time.

Some designers focus on hype and tricks -- using any technique to get your attention. But they forget the risks involved. Getting someone's attention isn't the same as keeping it.

That's because the same part of us that can be distracted by hype is also pretty sharp. For as many "swindles" catch our attention, we notice as many or more real opportunities. Indeed, a part of us understands that appearance IS content -- that if the philosophy behind an organization isn't coming through in its appearance, then perhaps that philosophy isn't quite there. This is where, as they say, the rubber meets the road. A business can say they care about the customer, but if they don't care enough to organize their promotional materials...? No amount of smart words can cover up a disorganized presentation.

 

Good Design is Invisible
Whether we're looking at a website, an educational brochure, a business card, a logo, or an advertisement, we know immediately if something strikes us as clear, attractive, informative. When good graphic design brings these characteristics together, we feel at ease, interested, excited, attentive. The clamor of competing information fades away for a minute, and we find ourselves ("Hmmm...what's this?") paying attention.

In these cases, we aren't thinking, "This is great design!" Instead, we simply enjoy.

And vice versa, when design is poor, we don't often think, "This is disorganized!" Instead, we simply move on, letting our attention travel towards something more interesting, something more important.

Hiring A Professional
Graphic design is crucial to you and your organization. And it can be crucial to enlist a professional. You have ideas for your organization; you have vision. Do you really have the time and experience to apply that vision to your website, or recruitment materials, or letterhead? As a professional designer, I have the skills to make your vision a reality -- and make it a reality in time for your deadline. Midline Design has the skills and the time, and our rates are affordable. It's our job to get it done right. Let us make your life easier. Let us bring your vision to life.

Your customers will appreciate the results. Even if they never really stop to ask why.