The 5-Minute Design Myth
Design takes time. It's not perfectionism, it's professionalismCiao friends, yes, this post is going out to everyone, not just our paid subscribers because of how important it is.
This conversation happens all the time and it centers around unrealistic expectations from small businesses and entrepreneurs when it comes to creating quality designs that serve a purpose, not just checking a box on your to-do list.
Have you ever found yourself in a situation where you needed to design something quickly? Perhaps it was a social media post, an advertisement, or a new product image, and your instinct was to think, "It's just design, it shouldn't take long."
Sound familiar?
Platforms like Canva have significantly simplified the design process, leading many to think, "Can't this just take 5 minutes?" However, the reality of design is far more complex.
The Misconception: The 5-Minute Design Myth
We live in a fast-paced, instant-gratification society where speed is often mistaken for efficiency. Yet, as the saying goes, "Rome wasn't built in a day," and the same applies to good design. The belief that a design task can be completed in just 5 minutes might be one of the most prevalent misconceptions in the business world.
Let's take an example of designing a simple social media post. 🤯
At first glance, it seems straightforward - select a nice image, type in some text, apply your brand colors, and voila!
However, this view oversimplifies the actual intricacies involved in the process. In fact, it often makes designers cringe and want to run for the hills.
Conceptualization:
The initial phase requires understanding the message you're trying to convey. You need to factor in your audience, the purpose of the post, and how it aligns with your business goals.
Ask yourself… WHY ARE WE DOING THIS?
Visual selection and arrangement:
Finding the right visual elements - images, illustrations, or icons that will resonate with your audience isn't a random pick. It's a careful selection process that considers the visual's relevance to the content, its quality, and the emotions it evokes.
Don’t think that because clipart is available on Canva, or that having icons that you just found on Google means that it’s the right visuals to include.
Stop. Think about your audience. What do they want to see? What do we want them to do with this graphic?
Typography and color choice:
The text isn't merely typed in. It involves selecting an appropriate font, size, color, and arrangement that will draw attention and enhance readability (which depending on the age of your audience, is crazy important). The typography you chose should all be within the same, or at least complimentary families.
Likewise, choosing the right colors is crucial for conveying the intended mood and message. There are unwritten rules in design for choosing a color and it’s not as easy as just choosing what you like. Remember, branding isn’t about what YOU think it is. It’s about what THEY think it is.
Iteration and refinement:
No design is perfect on the first attempt. It often requires several iterations and refinements before reaching the final version. Have patience and include this in your project timelines.
In the agency world, we often have internal reviews (IRs) that help us collectively get to a final version quicker. The same level of thinking should be employed in your organization, no matter how big or small.
Review and finalization:
The design must be reviewed, and its effectiveness gauged. If it doesn't hit the mark, you don’t want to go back to the drawing board, you want to be able to easily update it.
If you’re following the above recommendations and keeping true to the IR schedule, then hopefully you’re not going back to the drawing board but pushing the design out as anticipated.
The Importance of Not Rushing the Design Process
Design is an amalgamation of art and communication. A well-crafted design serves to capture attention, stir emotions, and most importantly, communicate your brand message effectively. When rushed, the result can often be counterproductive, leading to designs that confuse, mislead, or simply fail to resonate with your target audience.
Remember the London 2012 Olympics logo?
It was heavily criticized for its abstract style, with many finding it hard to decipher. The design was hurried, leading to an outcome that many found visually displeasing and confusing.
The Power of Brand Guidelines and Templates
To reduce the time taken in the design process without sacrificing quality, having solid brand guidelines and templates is key. These invaluable tools provide a consistent framework for all your designs.
Brand guidelines:
This comprehensive document defines your brand's design rules, such as typography, color palette, logo usage, and more. It ensures consistency across all platforms, which is essential for brand recognition and trust. Take the example of Coca-Cola. Their distinctive red color and iconic font are immediately recognizable, thanks to adherence to strict brand guidelines.
READ MORE ABOUT BRAND GUIDELINES HERE
Templates:
These are pre-made design layouts that can be customized for various purposes. Having a set of templates on hand, especially in a design program like Canva for social media posts, newsletters, or brochures can significantly expedite the design process and ensures the brand is staying on, ahem, brand.
For example, the TED Talks organization uses consistent presentation templates that reinforce its brand identity while saving time in content creation.
While it's tempting to rush the design process or oversimplify it, remember that design plays a vital role in how your brand is perceived. Taking the time to create thoughtful, high-quality designs, and utilizing tools like brand guidelines and templates, can make the difference between a brand that fades into the background and one that stands out and leaves a lasting impression.
In design, as in business, patience and careful planning often reap the most significant rewards.
✌️ Steven
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