A balance between creativity and functionality

Too many times I've had a client come in who ordered a corporate look, logo or business card on the one hand and they have to be redone because they weren't practical or have some error that caused the print product to fail. I've also heard of cases where the client hasn't had commenting rounds, so the end result hasn't looked like his own. The customer therefore has to pay double for the same work. Often because he had chosen the cheapest manufacturer before, the price eventually accumulates when he does it twice.⁠

Visually impressive, but indistinct.

Graphic design is above all a means of communication. The task of graphic design is to make the company's personality visible and strengthen company messages.

A common mistake that I think is often stumbled upon from a practical design point of view is following trends. For example, the designer chooses a very trendy maximalist design style and makes an event poster that is too full and message is lost.
A) What is the event in question?
B) What is the event about?
C) Where and when will the event take place?

Often, we also completely forget where we are planning. For example, will the poster be outside in a market environment, inside on a notice board, on a screen or on the wall of a room. All these things should affect the hierarchy, color and font choices.

If we only go with visuals first, the company has ordered a poster that is very visually impressive, but at the end of the day, the poster is not like a nice-looking portfolio work for a graphic designer, because the target group does not get any information from it. The company has paid for nothing.

Creativity through hierarchy

*Esimerkki miten viestiä voidaan selkeyttää visuaalisella hierarkialla*

Creative work doesn't mean it has to be busy or impractical. You can get a visually impressive and practical work if the designer understands the visual hierarchy and attention to what the poster is really aiming for in addition to the marketing message on it.

This means that the designer uses different visual elements such as size, color, and shape to create a hierarchy that guides the viewer's eye and helps them perceive the important messages first. Visual hierarchy helps to avoid information clutter and makes planning more efficient. This is an effective means of communicating company values, for example.

Impractical work only leaves a bad taste in the mouth

The book shown in the picture is an example of my own life, where I have been disappointed as a customer. ⁠

I bought the book three years ago because it combined visuals, information and wonderful material. The book was indeed beautiful, but the material came loose from its bindings and the pages were difficult to read, because visuality had been prioritized over practicality. ⁠
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Instead of knowledge, I was left with only loose pages from the book.⁠
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I still don't know what the contents of the book were.⁠