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This is boring

Ive heard it more than I would like to admit but I’ve had clients tell me my design is boring.

“We are paying for 4 colours why aren’t we using them?”
“Why can’t you cram more photographs in?”
“Can you add more fonts?”
“This looks pretty plain…”

I’ve wrote before about being appropriate. Did you know that the more design elements we use in a piece detracts from the overall message? Did you know that one of the most boring and esthetically displeasing fonts in the world (no offense Courier) is one of the best for overall comprehension? Readability?

I know… I know… You want it to look interesting so people will read it… People don’t look at boring stuff do they?

Let me tell you something; a good designer can make your ‘thing’ pretty, but a great designer will make sure your ‘thing’ communicates and is understood. You need to realize the more you force a designer to add colours, swooshes, photos, fonts, bars and embellishments, the more you strip the ability of someone to comprehend what you are asking them to do or what you want them to know.

Do not mess with the focus and concentration of your donors. Ask for one thing. Get the point across as quickly and and as simply as possible. Every single design element should be there to help support the message.

Often the things that seem the most boring are the most effective.

Category: Direct Mail, Graphic Design, John LeppBy John LeppJuly 5, 201010 Comments

Author: John Lepp

Agent John is a long time marketer, designer and ranter. Agent Jen calls him "authentic". Others may not be so kind. The truth is, John wears his heart on his sleeve and when provoked will wave his hands and raise his voice an octave as he voices his frustration and opinions. And a blog post may even come of it.

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10 Comments

  1. Mark Haak says:
    July 5, 2010 at 9:34 am

    So true! And white space… why do some clients think that filling every inch of space makes the piece better? Ugh!

     Reply
  2. healingmuse says:
    July 5, 2010 at 10:26 am

    I agree – boring is the new black!

    that’s why I usually wear black, use the default design in a doc, prepare simple cheese and pasta… sometimes the simple stuff is all we need to get the point across.

     Reply
  3. John Lepp says:
    July 5, 2010 at 11:02 am

    Thanks Mark and Monika for your thoughts. I agree, there are enough people making things complicated and hard to understand – i don’t need to contribute to that…

     Reply
  4. Kim says:
    July 5, 2010 at 2:38 pm

    It’s not “boring”; it’s simple. I think there’s a difference. Simple design is effective. Boring design is … well… a bore. Yawn.

     Reply
  5. Marlene says:
    July 5, 2010 at 3:04 pm

    Nice. This advice goes hand in hand with the principle of having one clear objective and message to communicate. Thanks!

     Reply
  6. Tara says:
    July 6, 2010 at 1:01 pm

    Well said John and Kim! Simplicity rules! Say no to starbursts!

     Reply
  7. donna raetsen kemp says:
    July 6, 2010 at 2:58 pm

    Amen.

     Reply
  8. John Lepp says:
    July 6, 2010 at 4:30 pm

    thanks Kim, Marlene, Tara and Donna! I really appreciate your thought and yes Tara – just say no to starbursts! haha…

     Reply
  9. Tracy Moavero says:
    July 6, 2010 at 10:25 pm

    I highly recommend two quick and easy-to-read books to non-designers to understand design and web design basics:
    Non-Designer’s Design Book – by Robin Williams (no, not that one)
    Don’t Make Me Think! A Common Sense Approach to Web Usability – by Steve Krug

    Both books (and Williams has others to check out) shaped how I see design, and there’s been no looking back since I read them.

    Also, as a onetime English major, I think of the power of poetry to say a lot with few words. More nonprofits would benefit from thinking of poetry (concentrated language) when writing. Less usually is more.

     Reply
  10. John says:
    July 7, 2010 at 8:40 am

    Thank you Tracy – the R. Williams book is a great read for designers and non designers alike – heck I’ll even loan my out of someone wants to read it! Thanks for your thoughts.

     Reply

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