From Finance to Design
Changing careers from investment banking to design has been a rewarding choice. As a banker, I had no appreciation for visual communications and thought that all pictures were created equal. The value of communication, I thought, was in words; if they correctly and convincingly told the story, it didn’t really matter what they looked like. When, working on a power point presentations, I would spend more time than I thought necessary on the lay-out, white space or choice of fonts, I wondered whether I was wasting time. Time was invested in crunching the numbers and writing convincing copy. A few pictures were added to please the eye.Now, after almost two years of living a life imbedded in design, be it visual, spatial or industrial, I can honestly say that I have expanded my horizons. Of course the numbers need to be accurate and the copy compelling, but when combining those with beautiful design, the effectiveness of communication is greatly enhanced. It was most interesting to learn that to find the appropriate font, the correct lay-out and create the best graphic, takes as much, if not more, effort than the numbers and copy.
The most important lessons I learned:
1. Strong Visual design greatly enhances the message
I started seeing the impact of, among other things, different fonts, how each communicates a certain message, be it playful or serious. And, while I already knew that a picture says 1,000 words, it was interesting to learn the difference between pictures and the impact of their presentation. Do you show everything, or crop? How much white space should frame the image? What color should we use for headlines? How these questions are answered depends on the client’s identity and their desired market presence. Every decision made in the design process is a conscious choice to further the effectiveness of the message.
2. Be positive and informed
The most efficient creative processes are with clients who enjoy and appreciate design. They are better able to articulate when a draft does not meet with their expectations. Design is an iterative process, with necessary back-and-forth to hone in on the client’s desired look. Clear constructive open communication is the best way to produce the most effective designs.
3. Good design takes time
Design illiterates, like the former me, have little idea of the research and thought behind good, and certainly great, design. I did not understand the complexities behind a visual and have since learned that in the creation of a beautifully designed page, takes as much editing as a well-written or correctly calculated document.
Posted by Janera Soerel
janera@corsairstudio.com
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