Proximity in Design
When designing brand logos and media assets, it is important to consider the role of proximity in graphic design. As noted by Smith (2014), close proximity of design elements indicates a relationship or connection between the elements. Things that are unrelated are not grouped together.
The principle of Proximity in design is based on human psychological associations. For instance, if two people are walking down the street with distance between them, their relationship is unclear. If they are walking side by side holding hands, they obviously have a close personal connection (Williams, 2015, p. 33). For that reason, it is important to visually organize elements and information based on their relationship.
Project File Management
Modern media designers work with a massive number of digital files, so it is important to establish an organization system to manage those files. Vukovic (2013) lists several benefits of a good filing system. Searching for a file takes time and leads to frustration. However, knowing where everything is provides a feeling of control. High levels of organization can also help resolve client issues like “proving the amount of work that was put into a project or when a design was first created” (Hembree, 2006, p. 61). In the system recommended by Vukovic (2013), each client has its own folder with sub-folders for each project. For every project there are file folders:
- Assets: photos, vectors, and other design elements used in the project.
- Business: estimates, schedules, contracts, and other business files related to the project.
- Client input: notes, documents, and other files received from the client.
- Design: design files like Photoshop or InDesign documents with each version saved as a separate file.
- Production: final delivery files for the client including PDFs and prepress files.
This kind of project file management makes it easier to locate important files and maintain a catalogue of past work.
Considerations for Using Mockups
Mockups are an important tool to help clients see what a design will look like in a real-world context. However, there are certain considerations to keep in mind when using design mockups. Ellison (2015) recommends that you always be clear with clients, letting them know which part of the mockup is the design as well as showing the actual deliverable design files separately.
If the mockup contains images of places or people, it is also important to consider the appropriateness and inclusivity of the image. For example, if all your mockups depict only one type of user such as a young white male, they can send a message that the brand is only for certain types of people and can make others feel excluded (Saucier & Shariat, 2017). Lastly, when using mockup templates created by other designers it is important to check the licensing and terms of use to be sure you can legally use the file for commercial projects.
References:
Ellison, K. (2015). The dos and don’ts of design mockups. https://99designs.com/blog/tips/dos-and-donts-of-design-mockups/
Hembree, R. (2006). Complete graphic designer: a guide to understanding graphics and visual communication. Rockport Publishers.
Saucier, C.S. & Shariat, J. (2017). Tragic Design. O’Reilly Media, Inc.
Smith, M. (2014, September 15). The Principles of Graphic Design: How to Use Proximity Effectively. https://www.edgee.net/the-principles-of-graphic-design-how-to-use-proximity-effectively/
Vukovic, P. (2013). How to keep your design files neat and tidy. https://99designs.com/blog/tips/how-to-keep-your-design-files-neat-and-tidy/
Williams, R. (2015). The non-designer’s design book: design and typographic principles for the visual novice (Fourth edition.). Peachpit Press.
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