At zoe, we work closely with our clients. It is important for us to understand the nature of thier business. It is also helpful that the client understand some fundamentals of graphic design and the design process.

We've put together a few pages aimed at helping our clients understand the various elements of graphic design. We've pulled out most of the technical boring stuff and left the concepts critical in assisting our clients in making sound descisions regarding thier graphical design solutions.

Graphic design is the art of harmonizing the various graphic elements into a graphic design solution that is compelling and delivers the goals and objectives of the client. In crafting a design solution, designers use these elements as tools to conjur up emotion, motivate action, influence behavior or simply let the client know that there is a 40% discount if you act before Sunday. Each of these tools has thier own set of strengths and weaknesses.

Color

Color is powerful because it is one of the elements that stirs emotion. It also conveys characters associated with the firm or organization. Ever wonder why there are no insurance company logos in pink? Perhaps you've noticed that you can tell the men's clothing section from two hundred feet away just by the color of the clothes?

Color is one of the critical elements in branding.

Imagery

No other graphic element can stir up emotion better than an image. Images have a realness to them that commands credibility. The image of a brother and sister whos bedroom is the backseat of a 1983 Dodge rips at something deep down like no words can do.

Illustration

Illustration can take us out of the real world for a short spell. Illustration presents us with a sketch of reality without all the messy details.

Content

Content are the words that convey the details. While a picture is worth a thousand words, it's tough to get an image to say that your organization raised over 2 million dollars last year to help fight breast cancer.

Typeface

Typeface or font is to copy what color is to an image or illustration. Every font has unique characteristics that lend it towards particular applications. Specific fonts are chosen for thier appropriateness and readability.