Which makes it all the easier to share the passion of that rare barista who instinctively pulls together a dozen variables to make a memorable espresso drink. Soup induced bliss is equally uncommon, but worth seeking out.
All of this is good news for the business marketer: Your standout brochure, mailer or website design will wildly outperform their run-of-the-mill counterparts. It’s all in the instincts, skills and craft of the designer. These skills are worth seeking out, or developing in your own design skillset.
Graphic designer Chuck McWade articulates it well in a new issue of his Before&After publication. (I often recommend B&A; it’s a completely unsolicited testimonial.) McWade clearly illustrates how colors, objects and shapes play into our visual interpretation of a layout. As always, design gestalt means that the finished design is more than the sum of its parts. Or at least it should be.
The take away: don’t settle for “good enough.” It’s that extra bump that most folks leave out that will take you over the top.
