How To Actually Think Like A Graphic Designer!

Summary

This video highlights three core ways top graphic designers approach their work: problem solving, emotional impact, and purposeful design. Designers are encouraged to think critically, not just about aesthetics but also about solving specific communication challenges. They are urged to consider the emotional responses their designs evoke and ensure every design choice serves a clear purpose. By adopting these strategies, designers can elevate their work and achieve a deeper connection with their audience, distinguishing themselves from others who focus only on technical skills or trends.

Takeaways

• 😀 Problem-solving is the first core mindset of a good graphic designer. It involves finding solutions to design challenges that communicate a clear message.
• 😀 Designers must understand the importance of emotional impact in design, using color, typography, and imagery to evoke specific emotions.
• 😀 The Airbnb logo redesign is a prime example of solving a communication problem. It was designed to represent belonging, using multi-layered symbolism (location pin, heart, and person).
• 😀 Uber's logo redesign (pre-2018) focused on simplifying the design by removing unnecessary details, opting for a minimalist and modern typographic style for brand recognition.
• 😀 Designers must approach every project with a problem-solving mindset, identifying issues with the design and working to create solutions that align with the brand's message.
• 😀 Using design tools like Framer can speed up the design process without needing coding knowledge. It offers pre-designed templates and features for easy creation of modern, interactive websites.
• 😀 Visual storytelling is a key aspect of graphic design, as seen in Coca-Cola's branding. The brand evokes happiness and togetherness through design choices like playful typography and nostalgic imagery.
• 😀 Color plays a huge role in setting the emotional tone of a design. For example, horror movie posters use dark, sharp colors to create suspense, while romantic comedies use warm tones to evoke light-hearted feelings.
• 😀 Every design element should serve a purpose. No color, shape, or font choice should be made randomly. Every element should align with the project’s goals and the brand's message.
• 😀 Designing with intention ensures that every element of a project contributes meaningfully to the overall message, allowing designers to communicate clearly and resonate with the audience.

Q & A

What is the first core way of thinking for a top-level graphic designer?

The first core way of thinking is having a problem-solving mindset. Designers should focus on solving the underlying problems of a project, not just creating aesthetically pleasing designs.

Why is problem-solving so important in graphic design?

Problem-solving is crucial because it allows designers to address specific challenges in a project and create designs that effectively communicate the intended message, rather than just focusing on surface-level aesthetics.

What was the problem with Airbnb’s old logo, and how did the redesign solve it?

Airbnb's old logo was confused with a mattress brand, which misled its target audience. The redesign focused on communicating the idea of 'belonging,' which was symbolized through the simple yet multi-layered 'A' shape that also represents a location pin, a heart, and a person.

How did Uber's old logo fail, and what changes were made in the redesign?

Uber's old logo appeared generic and outdated, resembling an app icon rather than an iconic brand symbol. The redesign focused on simplicity by removing unnecessary details, using black and white for modernity, and opting for a typographic logo to enhance brand recognition.

What role does emotional impact play in graphic design?

Emotional impact in graphic design helps to create a deeper connection with the audience. By using color, typography, and imagery intentionally, designers can evoke specific emotions such as happiness, nostalgia, or warmth, aligning with the brand’s message.

Can you explain the emotional design strategy behind Coca-Cola’s branding?

Coca-Cola's branding uses visual elements like red color, playful typography, and imagery of people sharing moments together to evoke feelings of happiness, celebration, and togetherness. This emotional connection is a deliberate choice to communicate that Coca-Cola is more than just a drink—it's about shared experiences.

How does color influence mood in design, and can you give an example?

Color can significantly affect the mood of a design. For example, horror films typically use dark, moody colors to create suspense, while romantic comedies often use warm, inviting tones to set a light-hearted and happy mood.

What does it mean for a designer to design with intention?

Designing with intention means that every element in a design, from color to typography to imagery, should serve a specific purpose. The designer must think critically about how each choice reinforces the brand’s message and contributes to the overall goal of the design.

How can a designer approach a project with purposeful design choices?

A designer can approach a project with purposeful design choices by asking questions like 'Why this color?', 'What does this symbol represent?', or 'How does this shape support the brand’s message?'. This intentional thinking helps ensure that every element contributes to the design's overall goal.

Why is it important to understand the audience when designing for a client?

Understanding the audience is key because the designer is not just designing for the client, but for the client’s target audience. The design must resonate with the audience’s preferences, emotions, and expectations to be effective.