Thursday, April 13, 2006

Good Design is Logical

Consistency is one of the hallmarks of good design. From stationery systems to branding architecture, consistency is critical in creating a cohesive brand message. Of course this includes the application of the same color schemes, fonts, voice, and similar layouts throughout a system. But all that is just so elementary. Any non-designer understands that consistency is necessary to create a brand presence (even if they don't want to spend the money to do so).

But what makes consistent design more than just consistent? What elevates the potential for boring sameness into an energetic identity? It is logic.

Logical Consistency

Using logic means putting thought into the design of consistency. There is a reason for everything, and everything has a reason. The photo always goes here, but the logo goes there for a reason. The logo appears in certain places, using certain colors, in certain relationships with other design elements for a reason. That tagline always says this, and appears below that for a reason. Other design elements always exist with this particular message because... you guessed it... there is a good reason.

But what are the logical reasons that dictate any approach to consistency? The reasons come from understanding that the design process is utilitarian, aesthetic, and communicative. In other words, it is the combination of practical usages, maintaining a consistent level of visual quality across different media, and the communication of the primary brand message. These guides dictate how an approach to visual consistency becomes good design.

This is the 8th out of 11 articles discussing, in detail, each point in my philosophy of design. My philosophy is discussed in my previous post.

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