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The (not-so) secrets to graphic design success

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The old saying ‘A picture paints a thousand words’ is more than a catchy phrase. Research has shown that it’s rooted in fact.

That’s because humans are visual beings. 90% of information transmitted to the brain is visual and we process images 60,000 times faster than the written word.

As a result, if a website’s design is unattractive, 38% of people will stop engaging with it. That’s a lot of potential customers leaving to shop elsewhere.

To give you a brief insight into how our Creative & Design team creates impressive visuals that leave lasting impressions here’s a brief peek into the onebite approach to graphic design.

Consider Design Theory

First, we always consider the fundamentals of communicating messages through graphic design, also known as design theory. In short, the design theory system can be broken down into the following five principles:

  • Alignment: this relates to ensuring that the visuals line up correctly so the viewer gets a sense of order. It also helps the design align with the theme of the message, such as using a corporate colour scheme and font to portray a corporate B2B theme
  • Repetition: this involves using the same design elements in multiple assets, so that they become consistent features of a company’s branding. After all, ensuring consistency is a great way to help your target audience become familiar with your brand
  • Contrast: this is where two opposing design styles are combined to emphasise an element of the overall design. Popular ways of achieving this include using a contrasting dark and light colour scheme or classic and modern fonts
  • Hierarchy: this involves grouping key content, assets, and messaging together to emphasise that they are related and so that they draw the eye to what’s important in the design, such as the calls-to-action
  • Balance: this relates to how the placement of elements in a design can affect how people feel. For example, if the design elements are perfectly balanced the design will feel stable, whereas asymmetrical elements can create tense feelings

Tap into creativity elsewhere

“Curiosity about life in all of its aspects, I think, is still the secret of great creative people” Leo Burnett

When it comes to discovering new design ideas, inspiration is everywhere. That’s why we’re curious about the world around us, whether it’s architecture and nature, comic books and video games, or looking at what a brand’s competitors are doing.

Pulling aspects of the every day into our designs isn’t copying but simply using something that exists as a springboard for creating something new.

After all, as Mark Twain once said, “There is no such thing as an original idea.” The key is to take an old idea and turn it into a “new, curious combination.”


“Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.” Mary Lou Cook

We love to embrace breaking with convention and try new things in our designs. This includes experimenting with new fonts, images, and colours we’ve not previously partnered together.

Sure, not everything always works but this trial and error process lets us push the boundaries, discover new techniques, and help clients evolve their brands as their business grows.

For more top tips, visit our Creative & Design page or sign up for our monthly industry insights, Bitesized, here.


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