My initial impression of graphic design was creating pretty pictures. The bigger and bolder, the better. Attending SCAD, I quickly learned that graphic design is storytelling with imagery. And just how a book can’t include everything, a poster or social media post needs to convey a message in the quickest way possible. It took three to four years for me to understand minimalism in graphic design.
What is minimalism? There’s a few meanings depending on what you look at, but my simple definition is simplicity. A minimalistic design focuses on the message rather than creative prowess. Think about writing a tweet; you have to convey your point in 200 or so characters, including hashtags. Everything unnecessary to your message gets omitted. That’s how minimalism in design works, and here’s a few pointers on how to accomplish simplified design.
Clarify your Message
The primary component of every design is the message. It inspires the execution and gives purpose to the entire piece. Without a firm message, there is no design. Just pretty colors thrown together.
Before you sketch a thumbnail, figure out what you want to say. Is it the values of the company you’re trying to brand? Maybe it’s the 25% off sale on deli meat at the local grocery store. Discover the root of the message you want to share through mind mapping. I personally write a quick paragraph about the idea if it’s more abstract or vague. Crafting a vision board works as well.
Whether your going off of someone else’s vision or your own, putting the ideas into words or images personalizes the message. This provokes more inspiration for the story being told.
Brainstorm the Basics
Key considerations are color, typography, and imagery (photos, shapes, illustrations, etc.). Each element needs to maintain a consistent tone that carries the message to the reader. Working within branded material streamlines the process because a system has already been developed, but designing willy-nilly opens the opportunity for more creativity and struggle.
Work up a few thumbnails based on your mind mapping and envisioning. Usually when I brainstorm, colors and shapes come to mind (broken = black, jagged squiggle). These can be used, but don’t rely too heavily on them. Most likely they come to mind because they’ve been overused. Get to the root of the issue and design from there.
Avoid Purposeless Details
The problem I constantly face is when I’ve finished my design and I keep staring at it. After five seconds, I add. The design looks great and the message speaks clearly, but it feels so plain. So I throw in a circle for no reason. Add more colors to the mix. By the end, my clear message is a chaotic mess.
If something feels missing, go back to the message. Is there a way to elevate the design purposefully? Don’t throw things in simply to try it. Check it against the message. Better yet, show your project to someone else and see what they say. If they understand the message (without you telling them), then you’ve succeeded and probably shouldn’t touch it. It’s really easy to over-design.
Best Places for Minimalism
While I try to use it everywhere, minimalism is vital to specific categories.
Logo design needs to be simple in order to be used in various places at various sizes. It’s your introduction to the world, so the message needs to be clear, concise, and legible. Obviously there’s no perfect way to describe all of you or your company with a tiny symbol, but the more you brainstorm, the closer you’ll get.
Social media posts and ads are everywhere. And the ones that seem to be the most successful are the most understated. Whether it’s a poem on a plain backdrop or a zoomed-in illustration, simple works best on social media. So how do you design it? The rule of thirds works well for placing imagery and text effectively. Eye movement and emphasis can also make certain points pop and attract viewers to keep scrolling.
Book covers, billboards, store promos, and newsletters all need some form of simplicity. As often as we say it, people still judge a book by the cover. Each of these mediums need to convince you to buy or open within a glance. Meaning your message needs to hit hard and fast.
Final Thoughts: Less Over More
I still struggle over-designing a project. When you’re trying to impress people and get hype, you try everything possible to wow the viewers. But there’s a very important message you want to convey, and that message takes priority. People connect to good stories and wholesome messages, not pretty colors. Well, sometimes pretty colors, but mainly messages.
My best designs have a strong message. It influences the hues, shapes, and copy. Prioritize the message and the rest will fall into place.
