About Design

A visual work, regardless of whether it is a piece of art, a logo, a brochure or a website originates with a concept and is composed of two basic parts: content and form.

From Concept...

Concept is how a work begins. It is generated by an idea or a message that someone wants to communicate to others. Messages can be as diverse as: “War is Bad”, “I Sell Beautiful Flowers ” or “Eat Vegetables For Health ”. Each of these ideas can use words and images to convey the truth and importance of the message.

Content is what the work contains. All of the elements of the piece, such as text and images, make up the content. Content is usually what the customer provides for the website, brochure or ad.

Form is how the content is arranged. It is the composition of the work. Effective arrangement of elements in a piece is accomplished by a designer.

To Design

A Designer is trained to arrange the elements of the message in an effective way so it will perform several functions, including:

• Target a specific market.
• Grab the viewer's attention.
• Hold the viewer's interest.
• Create a general impression or ambience of the message.
• Organize the message points into hierarchical order.
• Focus the viewer's attention on the most important point.
• Lead the viewer's eye through the piece so other important parts of the message will be noted.
• Provide a lasting memory that will remain in the viewer's mind.

by gloria scholbe