Limiting Design Options Creates Consistency
One of the easiest ways to tell an amateur design apart from a professional design is to look at the level of consistency through out. Designs containing more than 3 fonts, sporadic color choices, and inconsistent hierarchy are not considered “good” design and are probably not produced by a professional designer. Creating consistency is extremely important in a design. It helps guide the viewer through the message and avoid confusion. The goal of a graphic designer is to convey a message as quickly and efficiently as possible in most cases. But a designer can only do so much, especially when the client needs to have some control over content. Limiting certain options can help preserve the consistency of the design. Two main areas that designers can assert the most control over the options is through Content Management Systems on Web sites and through Brand Manuals.
Content Management Systems are very popular for Web clients who need to have control over their content. There are a couple things that can be done to limit the options, however. The first is to declare as many potential styles as possible in the CSS. Be sure all H1-H3 (or more), P, A, and maybe even IMG styles are defined. This allows the client to use these tags without having to style them. Another way to control consistency is to not allow access to the main template on every page. Many CMS’s will allow you to set up various permissions for users, and denying access to the template ensures the layout stays the same on all pages.
The other major area designers have control over is branding. Branding Manuals define exactly how the logo should be used in every situation. Obviously the designer can’t force anyone to follow the guidelines, but most clients who are concerned about consistent branding will follow them. These manuals will include things such as: exact colors, type faces, amount of space to surround the logo, black and white versions, etc. It will also include things not to do, like cutting part of the logo off, stretching it, and colors not to use. Following the guidelines can make the difference between a strong brand and a weak one. People expect to see a logo the same way every time. In larger companies, the branding extends beyond the logo, as well, to things like uniforms, signage, packaging, advertising, etc.
Limiting these options for clients, and educating them on how to keep consistency, will only help their business in the end.
