Templates?
No! Bad! Well yes, templates can look pretty good, but that's where a big misunderstanding is taking place. Graphic design is not just decoration you slap on top of your content, it's not an afterthought. Good design is part of the content. Every part of the layout is guiding the user and communicating on its own, though in a different language – a language that isn't spoken or written, yet everybody understands it.
The Language
There are thoughts and messages that should not be written down, not because they are wrong, but because words are the wrong tool. Design places meaning between the lines. A typeface can sound noble or bold, a palette can feel lively or calm, a composition can invite you or keep you away.
Even though these things are true, you rarely notice them consciously, because an efficient design will guide you to the important content without stopping you. A bad design will do the opposite. It interrupts the flow, irritates you and distracts from the content. You may not be able to name the problem, but you will feel that something is off. And this feeling is often enough to change how the rest of your product is perceived.
Sorry
Not only am I the annoying friend that gets excited about recognizing the font on a pretty menu while you are trying to order – I am also the one to rigorously explain when something is off and why that is.
If you want to spare your customers from going through this very conversation, you can call me anytime.
