Paul Boardman

Visual communication for creatives

Identity –The common visual elements that are used throughout the design work for an organisation, artist, business, or project. This can include logo(s), specific colours, typefaces, illustrations, photography and other graphic devices.

Brand –More likely to apply to an organisation or business than an artist (unless you’re Jeff Koons or Kylie Jenner). This includes all of the elements of an identity (which forms the purely visual aspect of a brand), plus everything that represents an organisation or business to the wider world. This can include copywriting (including tone of voice), sponsorships, endorsements, partnerships, PR, and more...

It’s essentially the values, principles and ‘meaning’ of an organisation or business, and how those are represented – not just visually.

A few terms:

Identity

Brand

Why have a visual identity as a creative?

It can make you look:1) Professional (or serious, noteworthy, etc)

2) Distinctive (and therefore memorable)

Some basic design principles to help your creative practice

Everything you do should be:1) Considered2) Consistent3) Sustainable

ConsideredOr ‘crafted’. Meaning that any visual element should be there for a reason. It may be to balance a composition, or to aide readability, or because it’s an integral part of your identity (for example).

Considered doesn’t mean complicated – in fact, it often means the opposite – simplicity.

As a small example, in the first paragraph above I moved the words a and or onto the lines below where they were automatically placed. This makes the line lengths neater and easy to read. You won’t have noticed it consciously, but we pick these things up subconsciously.

Or ‘crafted’. Meaning that any visual element should be there for a reason. It may be to balance a composition, or to aide readability, or because it’s an integral part of your identity (for example).

Or ‘crafted’. Meaning that any visual element should be there for a reason. It may be to balance a composition, or to aide readability, or because it’s an integral part of your identity (for example).

Or ‘crafted’. Meaning that any visual element should be there for a reason. It may be to balance a composition, or to aide readability, or because it’s an

integral part of your identity (for example).

For example, in the above sentence I moved the words a and or onto the lines below where they were automatically placed. This makes the line lengths neater and easy

to read. You won’t have noticed it consciously, but we pick these things

up subconsciously.

Considered doesn’t mean complicated – in fact, it often means

the opposite – simplicity.

OR ‘CRAFTED’. MEANING THAT ANY VISUAL ELEMENT SHOULD BE THERE FOR A REASON. IT MAY BE TO BALANCE A COMPOSITION, OR TO AIDE READABILITY, OR BECAUSE IT’S AN

INTEGRAL PART OF YOUR IDENTITY (FOR EXAMPLE).

FOR EXAMPLE, IN THE ABOVE SENTENCE I MOVED THE WORDS A AND OR ONTO THE LINES BELOW

WHERE THEY WERE AUTOMATICALLY PLACED. THIS MAKES THE LINE LENGTHS NEATER AND EASY TO READ. YOU WON’T HAVE NOTICED IT CONSCIOUSLY, BUT WE PICK THESE THINGS

UP SUBCONSCIOUSLY.

CONSIDERED DOESN’T MEAN COMPLICATED – IN FACT, IT OFTEN MEANS THE

OPPOSITE – SIMPLICITY.

ConsideredNot very considered

How considered or crafted your visual communication is reflects how considered or crafted your creative practice is*.

*Even though this might not be the case in reality...it’s about perception.

ConsistentAny design, including your visual identity (or brand) has to be consistent to work effectively. Otherwise, you’re making your audience work harder to understand what it is you do, and to digest what you’re trying to communicate.

In fact, part of the point of having an identity is to create this visual consistency.

Consistency within one type of application (posters)

Extended into their digital presence

SustainableLike anything else we create, design work can have an effect on the resources we use. There is an energy cost to the ‘rich content’ often served to us online, not just the physical things we produce.

In addition to thinking about our digital footprint, we can also limit our use of resources by creating design work that is long-lasting – by not following trends just to be fashionable.

If you follow specific visual trends, you run also high risk of:

1) Looking like lots of other people doing the same thing – not distinctive

2) Not looking very creative or authentic (it’s easy to follow a trend) 3) Having to change your look once it becomes unfashionable –

which costs you time and/or money, and uses more resources.

"Good design avoids being fashionable and therefore never appears antiquated." – Dieter Rams

Let’s follow a trend...

PEAK TREND REACHEDPEAK TREND REACHEDPEAK TREND REACHEDPEAK TREND REACHEDPEAK TREND REACHEDPEAK TREND REACHEDPEAK TREND REACHED

Website designIt’s easier than ever to create an effective website without needing to code, or use a web developer.

The easiest way is to use a platform like:

• Squarespace • Wix • Cargo (more art-orientated) • Adobe Portfolio (if you use Creative Cloud) • Wordpress (if you’re a bit less scared of HTML)

DIY, or use a designer to help (there are even experts in using platforms like Squarespace).

Squarespace

Squarespace

Cargo

Cargo

Cargo

Wix

Adobe Portfolio

Adobe Portfolio

Wix

Some notes on content• Let the work speak for itself • The impression you make is often only as good as

your weakest project• A poor photo is worse than no photo • If you’re not a visuals-based creative, you can still use visuals

to reflect what you do – but avoid stock photography, or use it very carefully

• Keep it simple

Print design• You have more control over what people see – unlike in the

digital world. It’s easier to be as ‘considered’ as possible• It’s not necessarily less environmentally friendly than a digital

campaign/output – quality not quantity• Think about how a tactile object can have more of an impact that

a small image in a social feed (for example)

Thanks!paulboardmandesign.co.ukpaulboardmandesign@gmail.com