Create harmony and emphasis with balanced design

“Make the Logo Bigger”

Make the logo bigger was actually the original title of this post. (We decided on a less obtuse option.) “Make the logo bigger” are four words that top the list of things that make most designers cringe. In fact, we can probably be a little more generic and say: “make the (insert design element here) bigger” tops the list. Logos, fonts, headlines, or pictures can all be culprits as well.

Bigger is not always better.

In both print and web design, designers put a lot of thought into achieving a balance between all design elements, including the oft ignored negative space. In order to communicate effectively, a balanced design must take the reader (or user) through a purposeful process, directing the eye around the page to produce a desired action or result.

Making any given design element too big can create imbalance and confusion and prevent your audience from getting what you are trying to say. Our advice is to think through how a bigger logo will help communicate your overall message before you choose to make it a heavier element in your design.

Bigger is not the only way to create emphasis.

We know white space can be scary. The tendency for most people, even a lot of designers, is to try to fill it up. But a more purposeful, challenging way to use negative space is to add emphasis. White space is soothing. It settles the eyes and tells you where to look and what page elements are important. When you surround type, a logo, or an image by negative space, people have to pay attention to it.

Don’t insult your audience.

People don’t need to be yelled at to get the point. Good design needs to be clear and relate a message, and if you yell too loud, people won’t hear what you are actually saying.

As designers, we try to steer clients toward balance. Obviously, we also do everything we can to accommodate a client’s wishes, and sometimes that means we make the logo bigger. But, we have found that a willingness and ability to communicate our design process and our decision making process to our clients helps us avoid irreconcilable design clashes and makes for successful projects.