I had a few free hours this weekend and thought I would look up a few websites. It was so interesting to see the different approaches of photographers, not only to their photography, but their websites as well. It got me thinking about design and how much I love great design and how my emotions are touched by it. It is such a monumental part of my life now; design projects are where I get inspired and have so much freedom and fulfillment when I can pull off something that looks enticing and gives great joy.

Recently, while designing several e-zines for the studio to use as informational pieces and as our newsletter, I realized a few things about design. These were principles I knew, but they were reinforced by having to structure an entire magazine, so I thought I would share them with you.

First of all, I realized every design piece must be simple, easy to read and quick to grasp. That is the “utility” part of designing. Everything must function correctly, grammar must be right, text must be laid on the page where it is easy on the eyes and the message must be clear and easy to understand. I made sure that for every text-heavy page, it was followed by a design page with a quote and image with a lot of negative space around it. I was giving the eyes a place to rest and take a breath, so to speak! I thought of these pages like an oasis in the desert.

Second, I knew I needed to make these e-zines so compelling that the reader couldn’t stop looking at it. This is where two things combine for me; beauty and emotion. By the use of unique fonts, colors and images along with creative page layouts, I knew I could make the publication beautiful. Emotion came in the stories and quotes and it really added to the mix to create pieces that were easy to read and also delightful. Don Norman, an author and engineering professor said, “Aesthetics matter. Attractive things work better.”

Daniel Pink, the author of “A Whole New Mind” says this, “Good design, now more accessible and affordable than ever, also offers us a chance to bring pleasure, meaning and beauty to our lives. But most important, cultivating a design sensibility can make our small planet a better place for us all.” I love that thought of bringing pleasure, meaning and beauty in what I can sit down and design in Photoshop and it is now so much easier that 10-15 years ago when we had to take everything to InstyPrint to have done. We have come a long way!

I am including the Walden newsletter and the Walden e-brochure here to help you grasp the concepts of utility, emotion and beauty. Enjoy!

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