The most common mistakes in graphic design

Although aesthetics are often subjective, graphic design should follow certain visual rules. Graphic errors are not uncommon in the market of self-proclaimed specialists and a number of graphic design agencies offering design services. It is therefore worth familiarising yourself with the most common ones. Well-thought-out graphic design will protect you from both blowing your budget on poor graphic solutions and spectacular failure in the product market – especially if you are just starting out.

Not original enough or too avant-garde

Signs such as signets in logos must stand out, subtly suggest the specificity of the brand and attract the attention of potential customers. When the design of graphic signs focuses on a form that is too simple or too avant-garde for the recipient, they lose their universality and accessibility. The perspective of the recipient of the visual message should always be taken into account. They have different characteristics, so their views on the product may differ dramatically. That is why graphic symbol design should not be extremely simple or abstract. The visual identification of the product with the company must be well thought out and not too detached from the brand's communication assumptions. Graphic symbol design cannot be too schematic or, colloquially speaking, strange. In both cases, our example signet in the logo loses its broad field of interpretation and the spectrum of subconscious identification of the graphic symbol with the brand and its values. A signet is often quickly remembered by the recipient – known as the brand's coat of arms, it certainly stays in the memory longer than the verbal attributes contained in the logotype.

Succumbing to trends that are inconsistent with the brand's character 

Fashions change, but a delicately sculpted graphic symbol remains – what is its future? If it is in harmony with the brand and its strategic assumptions, it can be bright, but if it was created under the influence of a trend that deviates from its values, it will probably not fulfil its function for long. The design of graphic symbols itself is not free from trends. However, it is important not to succumb to them excessively, but to use them subtly when creating graphics. Fashion that does not resonate with or even conflicts with the character of a given brand can cause it a lot of damage. Graphic design is an important element of a brand's visual identity – it cannot therefore be random, but must be firmly rooted in a specific product strategy. One should never fall into the fashion traps that appear on the market.

Non-functional aesthetics and illegible form

Consumers only have a moment to notice and remember a given graphic symbol. In a fast-paced world with less and less time and more competition on the product market, they will not linger over a less visually attractive item. They will choose the one that conveys a clear message – through its aesthetic and practical form. The design of graphic symbols should always incorporate these features. An excess of detail is not conducive to the brand image being remembered by the potential consumer. Too many details in the graphic often result in it being non-functional and illegible. Good graphic symbol design takes into account the type of font, the scale of individual graphic components, its colour scheme and practical communication aspects at the level of the graphic symbol – recipient.

Amateur workmanship and technical errors

Graphic symbol design is not everything – execution and accurate reproduction of the creative idea are also of paramount importance. A poorly conveyed idea will not properly communicate the nature of the brand or the adopted product strategy. Graphic symbol design should be free of any technical flaws and shortcomings. Unfortunately, as in any industry, there are many "specialists" on the market who do not know the fundamental principles of design and branding. The verification of people entrusted with the design of graphic symbols related to the brand should be thorough and in-depth in terms of the analysis of completed projects included in their portfolio. It is worth looking not only at the wealth of logos in the portfolio – a broader portfolio does not always mean a better one – but also focusing on their specificity and flawless technical form. Professional polish is a valuable skill that many "specialists" do not possess. Do not be tempted by price or sympathy – remember that your requirements are a protective shield for your brand. Entrust the design of graphic symbols to us – experienced specialists in the field of professional creation and branding. We will create the brand image you dream of!