Design 101 for non-designers

The role of a designer encompasses many responsibilities. This includes an in-depth knowledge of design rules and standards. For those who don’t know me, I am a visual designer for DG+Design. I spend my time designing branding materials, print collateral, advertising, websites, motion graphics, illustrations, and digital collateral for both our own brand and for a variety of clients. The scope of my work varies depending on a client's project requirements.

In this article I will provide some helpful guidance for individuals who aren't designers that need to communicate with  designers. Hopefully this article can help you understand elements of your visual brand and help you better communicate your design ideas so you can accurately describe what you need and want out of a project.

Section 1: Common Design Items or “Collateral”

As with any profession, it can sometimes be difficult to discuss projects without a basic understanding of the vocabulary and terms. The right language can help you speak with a designer and accurately describe what you need and want out of a project. For example, we often hear requests for a “PDF flyer” or a “one-pager”. These can sometimes mean different things for different people. Let’s start with some basic graphic design requests.

Section 2: File Types

As a visual designer, I am constantly using and creating different file types. In the context of my work, I primarily need to differentiate between vector files and raster files. These are two distinct types of digital image formats, each with its own characteristics and uses. It’s important for those individuals who work with designers to also know the difference between vector and raster files so they can understand what files to use and when. 

The importance of vector and raster files comes into play when regarding image composition, scalability, file size, editing capabilities, and applications. 

Vector files consist of defined shapes and lines, allowing for infinite scalability without loss of quality. They can be easily edited, making them ideal for logos, icons, and illustrations. Examples of vector files include .ai, .eps, .pdf, .svg file types. 

In contrast, raster files are composed of a grid of pixels and have a fixed resolution. Enlarging a raster image can result in pixelation and loss of clarity, but they are well-suited for capturing detailed images like photographs. Examples of raster files include .jpg, .gif, .png, .tif files. 

In my workflow as a designer, I regularly use both vector and raster files together to leverage their respective strengths. Understanding the differences between these file types helps me make informed choices about which format to use based on the specific requirements of a  project. 

An example of a frequent conversation in regards to file type.  

Client: Hi Mary, could you please update the title in this graphic for me? (sends .jpg file)

Me: I can absolutely help with this! Unfortunately, I can’t edit that .jpg file. Could you please send me the source file for the graphic (.ai / .eps)? 

Section 3: Typography (aka Fonts)

For someone who isn't a designer, the conversation of typography can be pretty boring. But, if you want a visually appealing brand, typography is enormously important. The basics you should know refer to what a serif or sans serif font looks like. Most fonts can be grouped into either a sans serif or serif. 

Serif typefaces have small decorative lines, called “serifs”, that extend from the main strokes of the letters. They are often considered more traditional, elegant, and suitable for printed text, because they help guide the reader's eye along the words. Sans serif typefaces lack these serifs and have clean, straightforward lines. They are typically seen as modern, minimalist, and well-suited for digital and screen-based platforms. The choice between serif and sans serif typefaces depends on factors such as the intended usage, readability preferences, and the overall aesthetic or branding goals of a design project. See the example below for a visual depiction. 

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Knowing this as a non-designer can help you communicate to a designer your typography goals on a project. 

Section 4: Software programs and which one you can expect a designer to use

There are various programs that graphic designers will use to give you a final project. Most designers will defer to the same applications, but here are my favorites and what I use them for. 

Illustrator is best for graphics, charts, and illustrations. Indesign is best for brochures, flyers, posters, and books. In other cases, I usually use InDesign when using large amounts of text and creating static layouts. I use Canva as a main platform for creating any kind of social advertisement or quickly editing videos. Whenever I am designing a website, I start with creating mockups of each page. I use the program Figma to create these mockups and present them to clients. 

Occasionally I have to design something in Microsoft Office, even though it's the least favorable design tool in my toolkit. Giving a client a design in Microsoft Word or PowerPoint is typically a necessity when providing something that they need edit the document internally. 

In conclusion, it's important for non-designers who need to communicate with designers to have a basic understanding of common design items, file types, typography, and software programs. These foundations of design help bridge the gap and facilitate effective collaboration. Investing time in learning these basics can allow you to effectively communicate your vision and requirements, leading to successful and satisfying design outcomes.