it’s so tight

When a client has a tight budget, a tight timeline and a very tight space in which to design - you have to trust your experience and go on instinct.

What does that translate to? the best design principles: simple, bold, clean, proportion/scale, and hierarchy.

If this situation arises, it often goes hand in hand with the need to use existing elements which the client has probably feed you like the logo, the content, etc., therefore no time to search nor reinvent the wheel. What it’s really all about is - adjusting the existing components within the given space; keep the written content close together so that it can be read quickly and cohesively making sure the CTA follows - you might only get one visual chance before you loose the audience so grab it, have the company logo visible but not distracting which probably means near the CTA, if this area follows like a continuous entity, it will be seen as such, if there is call for photographs but none are available, consider emphasizing part of the type within the content, it may be the perfect way to catch someone’s eye, if photography is available (but it ain’t that good) you might consider using the ‘effects’ option within photoshop or illustrator, entertain the eye whilst paying less attention to the photograph’s imperfections - also you can try converting the image to black and white and/or adding a colour, the tonality adds great character (I love this option!) and a final consideration - using the concept of off centering (which my be achieved through the use of one element or multiples), this is actually an option I love maybe even more than the the 2 tone option.

And finally, do not forget that a quick but insightful discussion at the beginning, is absolutely necessary to allow you to move quickly. During this conversation, learn what it is your client wants to achieve making sure they are in the right direction (use your experience to assess their suggestions) or gently help the client understand that a ‘slight shift’ in the direction could prove to be the most promising solution.

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design in-situ!

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building design bridges