KISS (No – not the American rock band easily identified by their trademark face paint and stage outfits)

20 06 2008

The KISS principle is a basic design rule that is most often forgotten in this overstimulated “make the logo bigger” day and age. KISS is an acronym for Keep It Simple Stupid. Now don’t be offended–it just simply states a concept that good design should be clean and void of unnecessary complexities. The best way to avoid this is through initial conceptualization and planning. Taking the guesswork out upfront eliminates the need–or more accurately the want–to add unnecessary details.

The ultimate goal of a good designer is to convey their message with as few elements as possible with a balance of creativity and interest. There is a tendency in advertising today to load up a layout with a lot of ostentatious features that add little or nothing to the overall power of the composition thus compromising any elegance the design once held. Planning ahead might seem like a lot of work, but in the long run it saves you time and frustration. Initial brainstorming/thumbnailing creates a blueprint for your layout. This eliminates any extras right upfront that might over complicate the concept. The objective is to stick with the beginning groundwork and avoid the extras that creep in. So just remember to Keep It Simple Stupid.


Holly Davis